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SBD/Issue 111/Sponsorships, Advertising & MarketingPrint All
Crowne Plaza To Debut Ads Featuring
Mickelson (c), Feherty (r) In April
Yao's Sponsors Cautious Following
Announcement Of Season-Ending Injury
REEBOK COULD FEEL EFFECTS: CNBC's Darren Rovell wrote if the injury prevents Yao from playing in the Beijing Games, there is "no brand that will be reeling more ... than Reebok." The company recently released a signature Yao shoe, the Dragon ATR Elite II, and is "readying to release another in time for the Olympics," the Hexride. But Reebok is "only making 208 pairs for the U.S. and 2008 pairs for China." The "idea is for Yao to help the Reebok brand not only sell shoes, but sell everything else" (CNBC.com, 2/27).
General Electric Focusing
Marketing Muscle On Olympics
Boston-based retail outlet Filene's Basement, the Celtics and Comcast SportsNet have agreed to a new corporate partnership, making Filene's an official partner of the Celtics. The deal marks Filene's first official sponsorship of a pro team. Filene's also will dress Comcast SportsNet personalities during all Celtics games and the Celtics will hold a "Filene's Basement Night" during an upcoming home game, when the store will serve as presenting sponsor (Celtics).
CALLING CARD: The Brewers and U.S. Cellular agreed to a multi-million dollar partnership naming U.S. Cellular the exclusive wireless provider of the team. Signage will be placed in and around Miller Park including on LED boards, as well as permanent signs in the outfield and on the Miller Park I-94 message center. Fans also will be able to sample the latest products and services at the interactive "U.S. Cellular Experience" kiosk in the Field Level Concourse (Brewers).
Babolat Offering Armani-Developed Racquet
DRIVING AWAY? ESPN.com’s David Newton reported "about half the field doesn't have full sponsorship" on the NASCAR Nationwide Series, and eight or nine cars at Stater Bros. 300 last weekend “didn’t have sponsorship at all.” Newton: “There is some concern over there. ... They’re paying close attention, but at this point nobody’s in a panic situation” (“NASCAR Now,” ESPN2, 2/27).