SBD/Issue 202/Sponsorships, Advertising & Marketing

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  • The World Awaits: LRMR Devising Global Strategy For LeBron

    LRMR Taking Long-Term
    Approach In Marketing LeBron
    LRMR Marketing’s strategy for Cavaliers F LeBron James — as outlined at a sports marketing summit last week in Akron attended by many of James’ sponsors — is examined in an AD AGE cover story by Rich Thomaselli. LRMR’s Maverick Carter, Rich Paul and Randy Mims discussed aligning James “with certain brands, such as a high-end car and a financial-services company.” But the group “hasn’t added a single marketer to the roster of Brand LeBron” since James parted with agent Aaron Goodwin in May ’05. An exec with a potential James partner said, “A lot of LeBron’s deals that are in place now were Aaron Goodwin’s doing. We have to do our homework too. I will say this, though: So far, I like what I hear [from LRMR].” LRMR said that “they’ve been taking their time and performing their due diligence on future agreements with potential partners.” 2 Degrees Ventures Founder & CEO Mitch Kanner, an adviser to LRMR, said the group is trying to make partnerships “client-centric, as opposed to brands writing checks against endorsement sponsorships. They’re going to create a more unified message around the brand with partners so that everybody gets what they need.” Microsoft VP/Global Sales & Marketing Joanne Bradford said the LRMR group has “impressed me. ... I believe them when they say it’s about strategy and long-term relationships.”

    THE NEXT FRONTIER: LRMR said that its “ultimate goal” is to turn James into a “global icon, building partnerships with global companies,” by the ’08 Beijing Games. James is “mulling taking Mandarin classes in order to speak the language when he arrives in China.”

    BUSINESS LEBRON: Thomaselli notes James is in L.A. this week shooting a Nike spot as part of the “Meet the LeBrons” campaign. The newest spot will portray James as “Business LeBron.” Microsoft, which has a relationship with James, is “helping promote the spot with a financial investment and by showing it on Windows Live” (AD AGE, 7/17 issue).

    Print | Tags: Cleveland Cavaliers, Nike
  • Barcelona Forgoes Commercial Dollars In Deal With UNICEF

    UNICEF To Get At Least One
    Year On FC Barcelona Jerseys
    Spanish soccer club FC Barcelona, “after shunning commercial offers” worth US$25.1M a year from companies such as BetandWin.com, has signed a five-year marketing deal with UNICEF that includes at least one season of a first-ever jersey sponsorship for the club, according to Alex Duff of BLOOMBERG NEWS. UNICEF will not pay a fee, but Barcelona has not yet decided whether the logo will remain on the jerseys after the first year. Barcelona won the UEFA Champions League this season, and the team’s on-field success is “boosting income from ticket sales, advertising and TV broadcast rights, allowing it to end plans” for a commercial jersey sponsor as it looks to cut its US$225.5M debt. The official signing of the UNICEF agreement will take place in N.Y. on August 11 during the team’s U.S. tour (BLOOMBERG NEWS, 7/17).

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  • Nielsen Finds adidas Garners Boffo World Cup Exposure

    adidas and Puma combined for 1.3 billion TV impressions during ABC’s coverage of the Italy-France World Cup final, according to a Nielsen Sports study to be released later today. While Puma outfitted Italy’s winning team, adidas, a FIFA sponsor as well as the French outfitter, claimed 94% of the combined impressions. Among all sponsors, adidas saw the most exposure among adults aged 25-54. The following lists the top 20 sponsors during the game, based on impressions among adults aged 25-54. Impressions are weighted on a 30-second basis and include both pregame and overtime coverage (THE DAILY).

    TOTAL IMPRESSIONS IN MILLIONS
    SPONSOR
    TOTAL OCC.
    TOTAL DUR.
    25-54
    M25-54
    W25-54
    adidas
    529
    1:33:02
    1,231.7
    787.9
    443.8
    Hyundai
    325
    0:54:22
    722.3
    461.1
    261.3
    T-Mobile
    260
    0:52:11
    689.0
    440.2
    248.8
    Budweiser
    247
    0:46:15
    596.5
    380.0
    216.6
    Philips
    292
    0:29:09
    389.2
    248.0
    141.2
    Gillette
    266
    0:26:18
    351.1
    223.7
    127.4
    Avaya
    282
    0:26:11
    349.0
    222.5
    126.5
    Fujifilm
    266
    0:25:42
    343.3
    218.8
    124.6
    Toshiba
    280
    0:26:07
    343.1
    218.9
    124.3
    McDonald's
    237
    0:22:18
    300.7
    192.4
    108.3
    Yahoo
    244
    0:21:12
    286.2
    182.8
    103.3
    MasterCard
    227
    0:20:49
    275.6
    176.3
    99.3
    Emirates Airlines
    210
    0:18:54
    257.2
    164.5
    92.7
    Coca-Cola
    193
    0:17:45
    234.8
    150.4
    84.4
    Continental Tires
    121
    0:10:24
    140.1
    89.6
    50.4
    Puma
    74
    0:05:35
    73.0
    46.7
    26.3
    Cialis
    9
    0:01:28
    22.6
    14.6
    8.2
    Vonage
    9
    0:01:06
    6.0
    4.1
    1.9
    AIG
    3
    0:00:18
    4.8
    3.1
    1.7
    SOS Children's Villages
    3
    0:00:08
    1.8
    1.1
    0.6

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  • Baseball Greats To Be Honored On Louisville Walk Of Fame

    Hillerich & Bradsby (H&B), the parent company of Louisville Slugger, announced plans to honor several baseball greats at a “Walk of Fame” in downtown Louisville, according to Sheldon Shafer of the Louisville COURIER-JOURNAL. Ted Williams, Babe Ruth, Jackie Robinson, Mickey Mantle, Hank Aaron, Joe DiMaggio, Pete Browning, Honus Wagner, Ty Cobb and Rogers Hornsby are the initial ten players who will be honored. Lou Gehrig, Hank Greenberg, Stan Musial, Roberto Clemente and U.S. Olympic softball player Dot Richardson –- a graduate of the Univ. of Louisville School of Medicine — will be added in November, and “as many as 100 players” may be included. Along the walk, “actual-sized bronze bats stand upright next to bronzed home plates, with text on the bases highlighting statistics and the players’ careers.” H&B spokesperson Rick Redman said that the pieces, which each cost $2,500, are being designed by local sculptor Wyatt Gragg (Louisville COURIER-JOURNAL, 7/18).

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  • Kind Of Blue: Brian Roberts Bobblehead Sent Back Over Color

    Men In Blue: Brian Roberts
    Bobbleheads Feature Wrong Skin Tone

    The Orioles planned to distribute bobblehead dolls of 2B Brian Roberts to the first 20,000 fans before Saturday’s game against the Rangers, but the dolls were sent back because they had a “dark skin tone with a bluish tint,” according to Katie Carrera of the Baltimore SUN. Due to the mistake, all fans received a voucher they can “redeem for a corrected Roberts doll” after September 1. Orioles Dir of Media Relations Bill Stetka said, “The biggest objection we had with this doll was the coloring. ... I had it described to me as looking like a Smurf.” Stetka added that “minor adjustments to prototypes of the Roberts bobblehead, including one in which the doll’s skin tone was too pale, were made along the way but that the final approval of the doll was based on a computer image” (Baltimore SUN, 7/15).

    IN GOOD TASTE? In Toronto, Garth Woolsey reported a “bizarre figurine” was being sold on eBay that depicted the scene from a March ’89 game when former NHL G Clint Malarchuk’s throat was cut by a skate blade. Pennsylvania resident Bill Herold, who customized a McFarlane Sports figurine to include the blood, said, “I have NO intention of disrespecting Mr. Malarchuk. ... It was simply done to show his courage and bravery.” Herold added that he “cut off the sale early, taking [US$40] from an anonymous bidder” (TORONTO STAR, 7/17).

    Print | Tags: Baltimore Orioles, Cablevision, New York Rangers, NHL, Southwest Sports Group, Texas Rangers
  • Marketplace Round-Up

    Mets Pull Religious Revival’s
    TV Spot Featuring Wright
    The Mets have pulled an ad that aired during Saturday’s game against the Cubs that featured 3B David Wright “inviting viewers to attend a ‘Salvation Miracles Revival Crusade’” at Madison Square Garden later this month. In a statement, the Mets said the ad was “produced without authorization or approvals through an abuse of a media-newsgathering credential” (N.Y. DAILY NEWS, 7/18).... T’Wolves F Kevin Garnett is on a three-city tour of India this week, visiting New Delhi, Agra and Bangalore, to promote the launch of his new adidas shoe, the A3Garnett ’06 (DAILYINDIA.com, 7/16).

    RONALD’S HOUSE: Net income in Q2 for FIFA sponsor McDonald’s increased to about $0.67 a share, from $0.42 a year earlier, as European sales rose on “the strength of World Cup ticket giveaways in Britain and a Big Mac promotion in Germany.” McDonald’s was also helped by selling shares of the Chipotle Mexican Grill (BLOOMBERG NEWS, 7/18)....CNBC’s Dylan Ratigan reported McDonald’s has “showered several Chicago bars with posters promoting a toll-free number that patrons can use to program a wake-up call” from celebrities like Cubs CF Juan Pierre, rapper Twista and Mr. T. The call “urges consumers to get up and get McDonald’s for breakfast” (“On The Money,” CNBC, 7/17).

    RIDING ICHIRO: The SEATTLE POST-INTELLIGENCER’s John Marshall notes the “Sato powered by Yunker” ads around the dugouts at Mariners games at Safeco Field are for a Japanese company called Sato Pharmaceutical that “manufactures health and lifestyle products, including Yunker nutritional drinks. Sales of Yunker products are stronger in Japan, but they are available in U.S. stores” (SEATTLE P-I, 7/18).

    LET’S HEAR IT FOR THE GIRLS: In Portland, Susan Nielsen writes Nike, which is sponsoring about 150 high school basketball teams nationally, about 75% of which are boys’ teams, could “tweak its generous shoe sponsor program to support Title IX rather than undermine it.” U.S. Department of Education Deputy Press Secretary Samara Yudof said that “private parties and booster clubs can legally donate to anyone they want,” but schools “still must provide equal benefits and services to both sexes” under Title IX rules. Nike Dir of Global Issues Vada Manager said, “When we give products to schools, we do it with the expectation that it will free up resources for other students and for Title IX compliance” (Portland OREGONIAN, 7/18).

    Print | Tags: Cablevision, Chicago Cubs, Madison Square Garden, Minnesota Timberwolves, New York Mets, Nike, Seattle Mariners
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