Marketplace Roundup

Absolut Including Fenway Park In Latest Advertising Effort In Boston

In N.Y., Douglas Quenqua examines Citigroup’s sports sponsorship strategy, as the company whose stock is down nearly 60% from last year is “choosing to help sponsor rookies, amateurs and others around the world in multiple sports who may never dent the record books.” The goal is to “show off Citi’s skill as a trusted financial adviser, particularly among clients who may -- or may not -- be right on the cusp of hitting it big.” Citi Global Strategic Media Managing Dir Mark Ingall said that Citi "wants to be seen as 'driving winning performances, empowering people to go out and succeed.'" Ingall: "The role Citi plays across all our brands is that sort of coaching, mentoring, training to our clients." Citi declined to disclose what it spends on sports marketing, but said that sponsorships "in general account for [10-15%] percent of its annual marketing budget" (N.Y. TIMES, 9/9).

FEELING GREEN: In Boston, Christine McConville reports a new Absolut Vodka ad depicting a fan "moving into [Fenway Park's] Green Monster will be displayed in magazines and newspapers, spread across billboards and sounded out on radio spots as part of a hyper-local marketing campaign" in the greater Boston region. Absolut VP/Marketing Tim Murphy said that the New England market is "an especially important one for distillers" -- vodka consumption "is among the highest in the nation" in the Northeast (BOSTON HERALD, 9/9).

START YOUR AD ENGINES: BRANDWEEK's Barry Janoff reports Sprint next week "will break the first campaign to support NASCAR Sprint Cup Mobile." The campaign, via Goodby, Silverstein & Partners, S.F., includes TV, print and Internet "that breaks to coincide with NASCAR's Chase for the Sprint Cup championship drive, which runs now through Nov. 16." Creative features Jimmie Johnson's No. 48 car, Dale Earnhardt Jr.'s No. 88 and Kyle Busch's No. 18, but "not the actual drivers." TV ads will run on ESPN, ABC and Speed Channel, while print activation includes SI, NASCAR Scene, NASCAR Illustrated, Speedway Illustrated and the souvenir guides at race tracks (BRANDWEEK, 9/8 issue).

NEWCASTLE FANS UNITED: In London, George Caulkin reports English Premier League club Newcastle United's fans are threatening a boycott of the team's apparel as a result of the club parting ways with manager Kevin Keegan. A proposed boycott of the Newcastle-Hull City game this Saturday was rejected, but fan groups are calling for an "'immediate and indefinite boycott of Newcastle United's merchandise,' from replica shirts to patronage of club bars and catering outlets." The boycott is also targeted to Owner Mike Ashley's Sports Direct outlets (LONDON TIMES, 9/9).