Marketplace Round-Up

Holyfield Putting Marks On Non- Boxing Business Ventures

In DC, Mike Musgrove writes 2K Sports “is positioning itself for a run” at EA Sports. With PS3 hitting shelves November 17, 2K Sports “is trying to differentiate itself by taking advantage” of the console’s new features. While 2K Sports “has been winning a solid rep for good games, some of EA Sports’ biggest fans worry that the company sometimes appears to be slipping.” Some of the “grumbling about EA started” with its exclusive deal with the NFL and NFLPA in ’04. Also, videogamer Nik Carr-Voigt “is annoyed that EA seems determined to squeeze every penny out of him,” and he is “surprised at the number of goofs” in “Madden NFL 07” (WASHINGTON POST, 11/9).

THE BIG GAME: Monster Founder Jeffrey Taylor appeared on CNBC’s “The Big Idea With Donny Deutsch” where he said “When I Grow Up,” Monster’s ’99 Super Bowl ad, “was the fourth-worst ranked commercial” in USA Today’s Ad Meter the day after the game. Taylor said the Super Bowl ad “blew us up, but it wasn’t just the Super Bowl ad. It was that next six months where we ran that ad” that helped build the brand. CNBC’s Donny Deutsch: “Super Bowl advertising is the day ad agencies act like idiots. Why? Because you have the USA (Today) polls out there that basically have a bunch of fat guys hooked up to meters and say, ‘If a horse farts, that’s a great ad. If a guy dresses up like a woman (that’s a great ad),’ as opposed to great brand-building stuff. I finally got clients over the years to say, ‘Don’t go on the Super Bowl,’ because we would get penalized if we do a really smart ad that was part of an overall brand scheme” (“The Big Idea With Donny Deutsch,” CNBC, 11/8).

NOTES: Boxer Evander Holyfield “has put his money and his clout behind” his Warrior Wear clothing line, cable TV’s Black Family Channel, three record labels and a soul food restaurant near Atlanta named Annie Laura’s Kitchen. Eric Ryan, an artist for Holyfield’s Real Deal Country record label, recorded the song “NASCAR Cowboy,” and they are reportedly talking with NASCAR officials about marketing the song (SAN ANTONIO EXPRESS-NEWS, 11/9)....Scott Sharp was confirmed as the new IRL driver at Rahal Letterman Racing as part of a two-car effort. Sharp “will bring Patron tequila sponsorship” to the team, and Jeff Simmons’ car will again be sponsored by ethanol (INDIANAPOLIS STAR, 11/8)....Canada Post is investing C$6M in the sponsorship of Canada’s “top mogul skiers and aerialists through 2012.” As part of the deal, Canada Post will title sponsor a series of int’l, North American and national events called the Canada Post Freestyle Frenzy (Toronto GLOBE & MAIL, 11/8).