SBD/Issue 57/Sponsorships, Advertising & Marketing

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  • Three Stripes, You’re Out? Nike Bids For German Soccer Team

    Nike Makes Offer To Become Official
    Supplier Of German National Soccer Team

    The German Soccer Federation (GSF) indicated that Nike has “made ‘a commercially very interesting’ offer to become the supplier of equipment to the German national team,” according to the AP. The team has played in uniforms provided by Germany-based adidas since the ’54 World Cup, but earlier this year players were allowed to start using shoes “supplied by their personal sponsors.” The GSF said that adidas “recently extended its contract with the federation until 2014, but Nike’s offer would be valid from 2011.” GSF President Theo Zwanziger has “held extensive talk with adidas to inform the company about the Nike offer,” but the two sides “agreed not to disclose any details and not comment further” (AP, 12/1).

    REAX: McAdams Wright Ragen analyst Sara Hasan said that Nike’s bid for the German soccer team “would be a ‘huge coup’ if it is successful.” Hasan: “It does illustrate the point that they want to be there, and they want to be big.” But Susquehanna Financial Group analyst John Shanley said that adidas will “make a strong effort to maintain its relationship” with the team. Shanley: “Adidas will pull out all the plugs to preserve its presence on their home turf. I don’t think it’s over by any stretch” (DOW JONES NEWSWIRES, 12/1). In Portland, Helen Jung wrote Nike’s offer is “a pretty audacious swipe at [adidas]. Not only is Nike seeking to take away some of adidas’ soccer business –-which adidas practically considers its birthright, but it’s also looking to do that in Germany ... adidas’ home country” (Portland OREGONIAN, 12/3).

    Print | Tags: Adidas, Nike
  • USGA Signs American Express As First Corporate Partner

    The USGA has signed AmEx to a multi-year deal as its first corporate partner in its 112-year history, according to Scott Hamilton of SPORTSBUSINESS JOURNAL. Terms of the deal were not disclosed, but the agreement gives AmEx “access to the organization’s 13 national championships and members’ programs, as well as use of the USGA logo in advertisements and a presence on USGA Web sites.” The partnership will “roll out this week through a series of ads and cardholder communications announcing a special ticket package for AmEx members.” Current cardholders will have the opportunity to buy tickets to the ’07 U.S. Open that also “grant access to the USGA’s Trophy Club hospitality area.” USGA CMO Barry Hyde said that the association’s goal is to “secure four cornerstone corporate partners” and that the USGA is “specifically targeting an auto manufacturer.” Hamilton notes Rolex signed a multi-year deal in June to be a “project-specific marketing partner” (SPORTSBUSINESS JOURNAL, 12/4 issue). USGA Exec Dir David Fay said, “We hope this is the beginning of a long relationship with AmEx. For some of those elements of the USGA that don’t get much publicity, we hope this relationship helps us.” While Woods has not yet extended his deal with AmEx, he “made a series of phone calls last week to talk about” the company’s USGA deal. Officials said that U.S. Open fans “likely won’t notice the partnership while watching the tournament.” AmEx U.S. Consumer Cards Services Group President Jud Linville: “We’re not going to be slapping logos all over the place. We’re trying to broaden the appeal of the game” (AP, 12/4).

    TEEING OFF: The USGA and AmEx run a full-page ad in today’s USA Today promoting the ticket offer. Two images of Tiger Woods, an AmEx endorser, are included in the ad (THE DAILY).

    Print | Tags: American Express, USGA
  • BofA’s Sports Outlay Includes Assumption Of Banking Services

    BofA’s Sports Sponsorship Spending
    Includes Fall NASCAR Race

    Bank of America spent $80-85M “on sponsorship last year alone, most but not all of that on sports sponsorship,” according to IEG Sponsorship Report data cited by E.S. Browning of the WALL STREET JOURNAL. The sponsorship spending “was the most for any bank, almost double J.P. Morgan Chase & Co., the nearest rival.” Citigroup “was far behind.” BofA “not only gets business from sports fans, but also gets banking business from the sports enterprises it sponsors.” But the bank “won’t offer even an estimate of how much actual revenue that represents.” BofA Global Sponsorship Exec Ray Bednar: “These are midcap businesses. They are very big operations. They have significant cash operations, capital expenditures, stadium building, treasury services.” But Browning wonders, “Is it worth $85[M] or more in sponsorship fees to get all that, plus the good will with fans?” (WALL STREET JOURNAL, 12/2).

    Print | Tags: Bank of America
  • Names & Faces: Marbury To Receive Coveted Sneaker Award

    Bode Miller Celebrates Winning World
    Cup Downhill Event In Colorado
    Footwear News has named Knicks G Stephon Marbury’s $15 Starbury One shoe the “Launch of the Year,” crediting Marbury with “bringing improved athletic shoes to poor kids who can’t afford the escalating prices of celebrity-endorsed sneakers.” Converse and Vans will also be honored at this week’s award ceremony as co-brands of the year. Converse this year hit record sales of $425M, helped in part by endorser Heat G Dwyane Wade (N.Y. POST, 12/4).

    KEEP ON TRUCKIN’: Former F1 champion Jacques Villeneuve has signed a deal with Roush Racing, dependent on Villeneuve securing $18M in sponsorships. Villeneuve will start the ’07 NASCAR season in the Craftsman Truck Series, with entries in the Busch Series later in the year. Villeneuve earned around $100M during his five years with British American Racing from ’99-’03 (Toronto GLOBE & MAIL, 12/2).

    MILLER TIME AGAIN: While the USSA recently adopted a rule prohibiting team members from consuming alcohol “in the presence of the team’s staff,” World Cup of skiing organizers handed U.S. skier Bode Miller a bottle of champagne after he won the downhill event Friday in Beaver Creek, Colorado. Miller “sprayed photographers with the Champagne and raised the bottle to within a few inches of his lips before looking toward his coaches.” Miller then “rolled his eyes before taking a long sip and passing the bottle around” (N.Y. TIMES, 12/2).

    MARK OF A MAN: Mavericks Owner Mark Cuban is appearing in a new Samsung ad campaign. A full-page ad for Samsung’s new BlackJack mobile phone appears in today’s USA Today featuring Cuban, and he will also appear in a TV ad debuting this week (THE DAILY).

    Print | Tags: Anheuser Busch, Cablevision, Converse, Dallas Mavericks, Formula One, Miami Heat, NASCAR, New York Knicks
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