SBD/Issue 222/Sponsorships, Advertising & Marketing

Marketplace Roundup

In a style section front-page piece, the N.Y. TIMES' David Colman writes Under Armour (UA) "has not only redefined gym-pumped machismo for a new generation, it has put it on steroids." UA, in campaigns such as its "Protect This House" TV ad campaign, "has been as cunning as a chess pro in cultivating its image and fan base." UA sends "a message of authenticity and aggression to a select audience, unlike ads from sporting goods giants like Nike and Reebok aimed at more general audiences." UA also "has carefully controlled distribution," as "for years it has largely restricted sales to sporting goods stores, military-base exchanges and sports- and military-oriented outlets" (N.Y. TIMES, 8/7).

LOSE THE BOOZE: AD AGE's Ira Teinowitz reported in advance of the NCAA Division I Exec Committee's meeting today in Indianapolis, "more than 100 college coaches are making a new appeal to NCAA President Myles Brand to eliminate alcohol advertising in telecasts of college sports." In a letter dated August 4, the coaches, who include Ohio State Univ. football coach Jim Tressel and Mississippi State Univ. football coach Sylvester Croom, said that they are "'troubled by the prominence of alcohol advertising in televised college sports' and offer a new proposal to phase out the alcohol ads over three years." The action was supported by 59 college presidents and 239 ADs. The Exec Committee last reviewed its alcohol-advertising standards in '05 (ADAGE.com, 8/5).

Edwards Inks Deal To Be Spokesperson
For Yahoo's Fantasy Football Offering
FANTASY JOB: Yahoo Sports has signed Browns WR Braylon Edwards as its '08 fantasy football spokesperson. Edwards will represent Yahoo in a variety of ad placements and personal appearances. The site last year used Bengals WR Chad Johnson in the role. "We decided to go with a guy who is young and passionate and also knowledgeable when it comes to fantasy," said Yahoo Sports & Entertainment VP & GM Jimmy Pitaro (Eric Fisher, SportsBusiness Journal).

NOTES: Massachusetts-based ad firm Allen & Gerritsen (A&G) is "creating the brand identity" for the NLL Boston Blazers. A&G also "plans to create a video game for the team's Web site" (BOSTON HERALD, 8/7)....New York-based equipment maker Maverik Lacrosse has signed MLL Boston Cannons MF Paul Rabil as a spokesperson. Rabil, a collegiate star at Johns Hopkins Univ. and the No. 1 pick in this year's MLL Draft, also will represent Under Armour for apparel (Eric Fisher, SportsBusiness Journal).

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