Marketplace Roundup

Jimmie Johnson Trailing Other Drivers In Souvenir Sales, Awareness

USA TODAY's Nate Ryan, in a sports-section cover story, writes Jimmie Johnson, "NASCAR's best driver two years running is at best its fourth most popular, at least in terms of souvenir sales." A survey of NASCAR fans earlier this year by Millsport marketing agency found Johnson "ranked behind not just Dale Earnhardt Jr., Jeff Gordon and Tony Stewart in awareness but also behind Jeff Burton, Michael Waltrip and Kyle Petty --- less accomplished drivers who lack a Cup championship." Earnhardt Jr.: "I tell him, 'Man, if you would just act like you act to me all day long, people would really see what you are.' He's never acted like a fool. He's never thrown a tantrum. It's unfortunate Jimmie isn't able to get his personality truly across to the fan." But Johnson said, "I'm at a point I don't really care what people think" (USA TODAY, 11/12). Heading into the Chase for the Sprint Cup, Jimmie Johnson was leading all NASCAR Sprint Cup Series drivers in total brand value delivery with over $42.3M in exposure for his affiliated sponsors throughout the regular season, which included four victories (Image Impact).

OUT OF PLAY: In San Diego, Mike Freeman reports a federal judge’s order that could stop Acushnet from selling its Titleist Pro V1 golf balls after the first of the year “still could be good for Callaway.” Wachovia Securities analyst Tim Conder said that the ruling "might spur Acushnet to negotiate a royalty settlement for past Pro V1 sales.” Conder estimated that the settlement “could total [$100-150M].” Callaway spokesperson Michele Szynal put the estimate “in excess of $100[M].” However, Acushnet said that it is "not ready to negotiate." Acushnet Corporate Legal Counsel Joe Nauman said Acushnet “will file an appeal and seek relief from the injunction” (SAN DIEGO UNION-TRIBUNE, 11/12).

SUPER ASSISTANCE: Garmin spokesperson Ted Gartner, whose company will not advertise during Super Bowl XLIII, said that advertising in the past two Super Bowls "was an effective advertising medium for the company for a couple of years." Gartner: "It worked well for us when we were a company trying to build brand recognition" (KANSASCITY.com, 11/11).

PACKAGE DEAL: The Coyotes have selected Cox Business as the official local, long distance and Internet service provider of the team and Jobing.com Arena in a three-year deal. Cox will be the exclusive provider of video cable, phone, Internet and data services for the team and the venue. Per the agreement, Cox will add a Coyotes/Jobing.com Arena channel to its free VOD offerings for digital cable subscribers. Programming is under development and likely will include a coach's show (Coyotes).

Guillermo Ochoa Inks Deal To Endorse Coca-Cola In North America

ROUNDUP: The LPGA signed a sponsorship with The Luggage Club, which offers door-to-door pickup and delivery of luggage. As part of the deal, LPGA employees, players, and fans a 15% discount on all shipping services. TLC does not gain rights to LPGA marks (THE DAILY)....Anaheim Arena Management (AAM), LLC, which manages the Honda Center, and the Ducks have reached a multi-year partnership with Center for New Medicine (CNM), Inc. As part of the deal, CNM will receive advertising on AnaheimDucks.com and HondaCenter.com, as well as in Ducks Digest, the Ducks' official game program. The deal also includes medical equipment and technician staffing at Honda Center (AAM)....Mexican Primera División team Club America GK Guillermo Ochoa "has signed on with Coca-Cola North America" to promote the brand. Ochoa "will participate in such marketing initiatives as autograph signings and meet-and-greets with soccer fans around the U.S." (HISPANICMARKETWEEKLY.com, 11/11).