SBD/Issue 33/Sponsorships, Advertising & Marketing

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  • Reebok Produces New Boston-Focused TV Commercial

    Beckett To Be Part Of New Boston-
    Focused TV Spot From Reebok
    Reebok will launch Saturday during Fox' World Series Game Three coverage a new 30-second TV spot featuring several Boston athletes, according to Fee & Raposa of the BOSTON HERALD.  With the Red Sox in the World Series, the Patriots at 7-0, Boston College ranked No. 2 nationally and the Celtics adding marquee players to their roster this offseason, Reebok VP/Global Marketing Communications John Lynch said, "We want to capitalize on Boston being so hot right now. We're going to use people in the spot that are all from Boston, they're all winners and they all wear Reebok." The ad is narrated by actor Donnie Wahlberg, a Boston native, and includes Red Sox Ps Josh Beckett, Jonathan Papelbon and Curt Schilling and DH David Ortiz, Patriots RB Laurence Maroney and TE Ben Watson, Bruins C Patrice Bergeron, Celtics G Rajon Rondo and athletes from Boston College. The spot will also run during Patriots games, on ESPN and the next BC football game (BOSTON HERALD, 10/26).

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  • Post-World Series Marketability Of Red Sox Players Examined

    Ortiz Could Benefit Most From Another
    Red Sox World Series Victory
    If the Red Sox win the World Series, DH David Ortiz “will be the key beneficiary” endorsement-wise, according to CNBC’s Darren Rovell.  Rovell: “Already highly coveted in the sports endorsement world, David Ortiz has landed spokesman roles for Sharp, vitaminwater, Reebok and XM Satellite Radio.” Ortiz said he uses the products he endorses “before I even think about doing a commercial.” Ortiz said he has Sharp TVs and XM Radio “all over my house,” he drinks vitaminwater “24/7,” and he wears Reebok shoes "everywhere.” Rovell said being Hispanic helps Ortiz attract marketers and added, “For the Red Sox to win two World Series in four years, I think that will bring David Ortiz to the level where other brands in corporate America will say, ‘We need this guy. This guy’s relevant’” (CNBC, 10/25).

    SUPPORTING CAST: Agents say that endorsement “offers are piling up” for Red Sox players like OF Jacoby Ellsbury, 2B Dustin Pedroia, P Jonathan Papelbon and 1B Kevin Youkilis. CSMG’s Alan Nero indicated that his client, Pedroia, “is getting offers for memorabilia, T-shirt, and apparel deals, as well as offers to appear on commercials and to endorse products.” In Boston, Diedtra Henderson notes “regional companies had already shown interest in Ellsbury.” His agent, Octagon's Joe Urbon, said that since joining the starting lineup during the ALCS, he has “had offers from outside the New England area.” Nike last month unveiled the Nike Air Native N7 shoe designed specifically for Native Americans, and Univ. of Oregon Warsaw Sports Marketing Center Dir Paul Swangard said, “There would certainly be an opportunity with that timing of the shoe being released and having him as an available person to personalize the story.” Henderson adds “new deals have arrived this week” for Youkilis. Pro Star Management agent Joe Bick said his client "already drives a Touareg, thanks to a vehicle deal with Volkswagen that has included radio spots and appearances at dealerships.” He has also made appearances for Nordstrom and a New Hampshire furniture dealer (BOSTON GLOBE, 10/26).

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  • World Series Ad Cost Trend For 30-Second Commercial

    The chart below presents a trend for the cost of a 30-second ad during the World Series on Fox, along with total advertising revenue. Fox has sold out World Series ad inventory through Game Five, with limited inventory available if the series goes to Game Six or Seven. Fox currently is getting slightly more than $400,000 per 30-second spot, and expects to get $425,000 for available spots during Games Six and Seven. The net is charging about a 10% increase over last year (Nielsen Monitor-Plus, THE DAILY).

    WORLD SERIES AD COST TREND ON FOX
    YR
    TEAMS
    GMS
    30-SECOND AD COST
    TOTAL ADVERTISING
    '07
    Red Sox-Rockies
    n/a
    $400,000
    n/a
    '06
    Cardinals-Tigers
    5
    $399,025
    $163,665,995
    '05
    White Sox-Astros
    4
    $395,000
    $147,730,000
    '04
    Red Sox-Cardinals
    4
    $375,000
    $116,562,500
    '03
    Marlins-Yankees
    6
    $298,983
    $124,578,850
    '02
    Angels-Giants
    7
    $278,571
    $142,612,500

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  • Empty Pot Of Joe: Starbucks Ending Sponsorship Of Sonics

    Starbucks, which has sponsored the Sonics since the '01-02 season, has ended their relationship with the club, a year after Starbucks Chair Howard Schultz sold the team, according to Craig Harris of the SEATTLE POST-INTELLIGENCER. Starbucks has also ended its Mariners sponsorship, and spokesperson Valerie O'Neil said the company is "moving away from sports sponsorships," although it will remain a sponsor of the WNBA Storm. O'Neil added Starbucks' deal with the Sonics was "completely separate from [Schultz'] ownership of the team." The Schultz-led Basketball Club of Seattle bought the Sonics and Storm for $200M in '01, and Starbucks' sponsorship amount "increased significantly" a year later. The annual payments "continued to rise" until '06, when Schultz put the team up for sale. Seattle-based Caffe Appassionato has gained the coffee pouring rights at KeyArena to go along with earlier deals at Qwest Field and its Events Center.  While the company declined to disclose terms of the KeyArena deal, a co-owner said that "it would not approach the level of Starbucks" (SEATTLE POST-INTELLIGENCER, 10/26).

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  • Marketplace Round-Up

    NHL Senior VP/Communications Bernadette Mansur indicated that there "will not be an across-the-board, leaguewide replacement" of the new Reebok jerseys. Mansur said that many NHL players "have no problem with the new apparel, while those who want the replacements will get them" (BOSTON HERALD, 10/26)....The NHL has named Cenergy Communications, New York, to handle all advertising/marketing duties for the U.S. launch of NHL Network. TV, print and online advertising will break mid-November (THE DAILY).

    Cabrera Inks Multi-Year Extension
    To Continue Endorsing Ping
    NAMES & FACES: Halcyon has signed Saints RB Reggie Bush to a marketing services agreement, under which Bush will appear on behalf of the company to promote its on-demand aircraft travel and will also help in advertising. Halcyon previously added Spike Lee to its BOD and signed an agreement with Heat C Shaquille O'Neal (Halcyon)....Golfer Angel Cabrera has signed a multi-year extension with Ping and he will wear a Ping hat, carry a Ping bag and play a minimum of 11 Ping clubs, including a driver and putter (Ping)....T'Wolves rookie G Corey Brewer's No. 22 jersey is the teams' top-seller and nobody else "comes close" (ST. PAUL PIONEER PRESS, 10/26).

    ALPINE CANADA: Ontario-based grocery company Loblaw agreed to a four-year, $4M top-level partnership with Alpine Canada and will provide nutritional resources to the ski team. Loblaw joins Telus and GM of Canada as platinum sponsors (CP, 10/26).

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