Marketplace Round-Up

Abramovich Could Cause Sponsor Conflict By Backing Russia’s 2014 Olympic Bid

WALL STREET JOURNAL’s Brian Steinberg notes PepsiCo’s Doritos brand, GM’s Chevrolet and the NFL have “run contests inviting average people to submit ideas” for Super Bowl spots, but these ads are “expected to look much the same as the rest of the multi-million dollar spots running on the broadcast.” Marketers “like the idea of letting the public help make ads,” but are “reluctant to give up control, concerned about the image their ads project.” Each of the three advertisers “imposed guidelines on the submissions, to ensure the ads ... were in keeping with the image they want to convey” (WALL STREET JOURNAL, 1/12).

CONFLICT? In Manchester, Paul Kelso reports Chelsea Owner Roman Abramovich, whose club has a shirt sponsorship deal with Samsung, has been asked by Russian President Vladimir Putin to “throw his weight behind” Sochi, Russia’s, bid for the 2014 Olympics. That puts Abramovich “into direct competition with [Samsung Chair] Kun Hee Lee, who is Korea’s sole [IOC] member” and last month endorsed the Pyeongchang bid (Manchester GUARDIAN, 1/12).

WHEELS & DEALS: Ferrari’s F1 team announced a three-year sponsorship deal with Mubadala Development Co., an investment company owned by the Emirate of Abu Dhabi. The company’s logo will be displayed on the two Ferrari cars and the drivers’ caps (AP, 1/11)....Circuit City and Funai will team up for the second year to sponsor the May NASCAR Busch Series race at Richmond Int’l Raceway, the Circuit City 250 presented by Funai (RICHMOND TIMES-DISPATCH, 1/12)....Fernandez Racing is “close to a deal” for 360 OTC to sponsor IRL driver P.J. Chesson (INDY STAR, 1/12).