Marketplace Round-Up

Southwest Airlines has signed on as official airline of the BCS. Southwest will launch a new ad campaign on New Year’s Day during the Rose Bowl presented by Citi on ABC and the Allstate Sugar Bowl on Fox, and will also have an ad presence during the January 2 Tostitos Fiesta Bowl, the January 3 FedEx Orange Bowl and the January 7 BCS Championship Game, all of which are on Fox. Southwest will also sponsor the Orange Bowl’s halftime show, which will feature ZZ Top (Southwest Airlines)....The All American Football League (AAFL) has inked a three-year, $1.43M sponsorship deal with New Balance, which will provide footwear, on-field apparel and other products for the league and its six teams. The agreement also includes the exclusive rights to produce and market all AAFL licensed on-field apparel, signage and advertising. It is the first corporate sponsorship deal for the new league that is scheduled to being play in April (AAFL).... CytoSport, the maker of Muscle Milk and Cytomax Performance Drink, has signed Trail Blazers G Brandon Roy to a two-year endorsement deal. Roy will be featured in a national marketing campaign for the company’s products beginning in early ’08. Roy also has deals with AT&T, Ford, Nike and Upper Deck (THE DAILY).