Marketplace Roundup

Transitions Optical has added an official sponsorship with the PGA Tour in addition to its title sponsorship of the tour stop in Tampa. An informed source said the length of the deal mirrors the four-year tournament sponsorship. Financial terms were not available. Transitions becomes the official eyewear of the PGA Tour, Champions Tour and Nationwide Tour, which is a new sponsorship category. Activation plans are not finalized, but on-site sampling and product education are expected. This is the first major sports investment for Transitions, which is working with IMG (Jon Show, SportsBusiness Journal).

Ivanovic Becomes Rolex' First  Female Tennis Player Endorser

WHAT TIME IS IT? WTA Tour player Ana Ivanovic has signed an endorsement deal with Rolex, making her the brand's only female tennis player endorser. Rolex joins adidas, Yonex, Verano Motors and Juice Plus among Ivanovic's sponsors (ANAIVANOVIC.com, 5/30). Terms of the deal were not disclosed. Rolex also has deals with fellow tennis players Roger Federer and Andy Roddick (CNBC.com, 5/30).

BEEN CAUGHT STEALIN': The Association of Independent Commercial Producers (AICP) last night honored Gatorade in the Original Music category for its “Stealin’” ad featuring Yankees SS Derek Jeter. AICP President & CEO Matt Miller: “The irony of this thing is that it was a very successful campaign by Element 79 … and it in fact was their last ad after Gatorade fired them. You never know what happens in the industry” (“Today,” NBC, 6/4).

HUMAN RACE: The Nike+ Human Race, a 10k event on August 31, will span multiple continents on the same day, covering 25 cities including N.Y., London, Madrid, Paris, Istanbul, Melbourne, Shanghai, Sao Paolo, Vancouver and culminating in L.A. The event seeks to draw one million runners worldwide (Nike). In Vancouver, Gary Kingston reported in order to "be recorded as part of the Human Race," runners will "need the Nike+ technology that puts a wireless sensor into your shoe" (VANCOUVER SUN, 6/3).