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SBD/Issue 245/Sponsorships, Advertising & MarketingPrint All
Talks Break Down With Samsung About
Possible Endorsement Deal With Crosby
WHO'S IN? In DC, Paul Tenorio reports Navy "will serve as the home team this year and will be paired with a school from the [ACC], provided the teams have the .500 records necessary to be bowl-eligible." DC Sports & Entertainment Commission Stadium Manager Troy Scott said that while RFK "has not hosted a football game since '01," the stadium is "equipped to handle the game." Scott: "When we had our field resurfaced after baseball left, we made sure we had enough grass in place we could actually host a football game." Tenorio notes FedEx Field was "not considered because of its size -- it can hold just more than 90,000 people, and the committee is aiming for an attendance of around 34,000 this year" (WASHINGTON POST, 9/11).
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St. Louis Univ. (SLU) Hospital is the "official" hospital of the Rams despite not providing medical care for the team, and this set-up "could represent the next generation of health care sports marketing," according to Mary Jo Feldstein of the ST. LOUIS POST-DISPATCH. Washington Univ. (WU) School of Medicine has provided medical services for the Rams since the team moved from L.A. in '95. SLU Hospital Marketing & Communications Dir Laura Signaigo defended the sponsorship deal, which includes billboards around St. Louis, saying, "We're not out there trying to say we take care of the Rams. This is a marketing agreement." Rams team physician Dr. Matt Matava said that he and his colleagues from WU have "not paid the Rams for the privilege of caring for its players, as some team physicians do." SLU Hospital and the Rams "wouldn't provide the cost of the sponsorship," but Matava "estimated it to be in six figures." Feldstein notes as hospitals and physicians "push to gain prominence and respect in their communities, partnering with sports teams can garner both." With "limited measures of quality available to the public, patients are known to rely on marketing campaigns in choosing hospitals and physicians." However, Case Western Reserve Univ. marketing professor Andrew Gallan said that if consumers "find out the SLU Hospital deal is purely marketing and not clinical, its efforts could backfire" (ST. LOUIS POST-DISPATCH, 9/11).
Davis (r) Reportedly Dropping
Reebok To Endorse Li Ning
RIGHT ON TIME: Rolex extended its two-year-old status as official partner of Ryder Cup Europe through the 2014 event in Scotland. Rolex also has an official deal with the PGA of America through 2011 that includes Ryder Cup rights. The European Tour organizes and sells sponsorships for Ryder Cups on European soil; the PGA of America does the same when the event is in the U.S. (Jon Show, SportsBusiness Journal).
STAYING FRESH: PepsiCo Chair & CEO Indra Nooyi participated in a Q&A with the WALL STREET JOURNAL's Betsy McKay for the paper's Boss Talk segment. The company's Gatorade brand lost share last year and changed its management team, but Nooyi said, "Brands go through ups and downs. Gatorade is an extremely strong brand. I think every five or seven years, you've got to change out the approach to the brand, because you need a new boost of energy to think about the next iteration. Brands never die. You only stop reinventing them" (WALL STREET JOURNAL, 9/11).
NOTES: Turismo Madrid has inked a three-year deal to become an int'l sponsor of the Fed Cup, beginning with this weekend's Russia-Spain Fed Cup Final (ITF)....Charlotte-area Harris Teeter grocery stores are offering three "Panthers signature sandwiches" this season. The first is OT Jordan Gross' "Big Block" -- a "turkey sandwich with onions, sprouts, banana peppers, cucumbers, provolone cheese, light mayonnaise, oil and vinegar on whole grain bread" (CHARLOTTE OBSERVER, 9/11)....NHRA driver Hillary Will will feature the "colors of the Kingdom of Bahrain on her KB Racing Top Fuel dragster" this weekend at the Carolinas Nationals (AUTORACING1.com, 9/10).
For more, go to www.sportsbusinessconferences.com/sss-pov.