SBD/Issue 21/Sponsorships, Advertising & Marketing

Marketplace Roundup

In London, Paul Kelso reports English Premier League club West Ham United is nearing a deal for a new shirt sponsorship worth US$7.05M annually "that could ease fears that the club has been destabilised by turbulence in the Icelandic economy." The club's previous shirt sponsor, XL, "collapsed last month leaving a blank space on the shirts and a [US$7.05M] hole in the balance sheet." Negotiations with a replacement sponsor are "understood to be at an advanced stage," and the team is "hopeful that it will at least match" the amount XL paid for its sponsorship (London TELEGRAPH, 10/14).

IN A TIMELY FASHION: Timex yesterday announced a four-year deal with New York Road Runners to become the official timing sponsor of the ING N.Y. Marathon through 2011. Timex will receive on-site activation that includes the three start and finish clocks, four split-time clocks and the clocks on the lead vehicles for the men's, women's and wheelchair races (Timex). Timex also will run Internet and outdoor ads and a "First Timers" promotion that will "acknowledge participants who are running in their first marathon" (BRANDWEEK, 10/13 issue). 

SERIOUS BUSINESS: In Chicago, Lewis Lazare reports ESW Partners, Chicago, has created for the AHL Chicago Wolves a "new television ad campaign designed for these difficult economic times." The campaign tag line is "Serious hockey. Serious fun." Lazare: "We could easily slam ESW for so shamelessly cribbing from one of the most beloved ad campaigns of recent memory, namely MasterCard's 'Priceless' work," but this commercial is "cleverly making the right point at the right moment to help move some Wolves tickets" (CHICAGO SUN-TIMES, 10/14).

NOTES: The Brewers and LF Ryan Braun "figure prominently in a new ad by Apple for the iPhone." The ad, which "appears to have debuted over the weekend," features Braun hitting a grand slam during a September 25 game against the Pirates (, 10/13)....LG Electronics Canada has signed a one-year deal with the Senators that includes LG-branded rinkboards at Scotiabank Place, along with additional branding opportunities inside and outside the arena (LG).

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