SBD/Issue 52/Sponsorships, Advertising & MarketingPrint All
MSN Has Shut Down Its LeBron James Web Site
TAKE THIS JOB AND LOVE IT: USA Today's Laura Petrecca notes both Career Builder.com and Monster.com, the nation's "two largest on line job-listing companies," will both air ads during NBC's coverage of the Super Bowl. Career Builder CMO Richard Castellini said that the company is "targeting a 'dual audience' of both job seekers and employers" with its two Super Bowl spots. Monster CEO Sal Iannuzzi added that his company is "also trying to reach both groups with its Super Bowl ad buy -- and to tout a website revamping that cost 'several hundred million dollars'" (USA TODAY, 11/26).
Spezza Latest NHLer To Endorse
adidas has launched a series of four viral ads featuring Liverpool MFs Steven Gerrard and Xabi Alonso, Chelsea MF Michael Ballack, Arsenal F Emmanueal Adebayor and Real Madrid MF Arjen Robben to promote their new lines of soccer shoes, according to Mark Sweney of the Manchester GUARDIAN. The first ad, called "Clay Pigeon," depicts Gerrard "attempting [to] knock targets -- fired by Alonso -- out of the air" with a soccer ball. The second ad sees Ballack "deliberately missing a target while aiming through a hoop -- so he can hit a man standing nearby." adidas said that both ads, created via 180 Amsterdam, are designed "to take a light-hearted look at the 'extreme power of the boots, in entertaining, surprising ways.'" 180 Amsterdam said that the online campaign, which will ultimately include 25 clips, represented a "new fast-turnaround 'grass roots' approach to advertising." Sweney noted that is in "marked contrast to Adidas' more typical strategy of expensive, high-quality campaigns" (Manchester GUARDIAN, 11/25).
Watch The Clip Watch The Clip
Football Merchandising Report Ranks Bayern
Munich As Having Most Valuable Shirt Sponsorship
Cadillac Reportedly Might End 16-
Year Relationship With Couples
FORMULA FOR SUCCESS: LG Electronics Wednesday announced a multi-year deal to become a global partner and technology partner of F1 beginning in January. Per the deal, LG will be designated the official consumer electronics, mobile phone and data processor of F1. LG gets worldwide F1 marketing rights and will be credited on the timing service at F1 events and on TV graphics (LG). Terms were not released, but LG CMO Dermot Bolden said that the "sum would amount to tens of millions of dollars over the period" (REUTERS, 11/26).
BOARD BAN: In Denver, Melanie Asmar reports Vail Resorts, Winter Park Resort and Echo Mountain are "banning employees from riding a new line of Burton snowboards that feature nearly nude Playboy centerfolds." Winter Park Resort Dir of Guest Experience Tom Carey said that guests "will still be allowed to ride the boards." Asmar notes "off-the-clock employees also will be allowed to ride them." Aspen/Snowmass spokesperson Jeff Hanle said that the mountain "plans to deal with the 'Love' boards on a case-by-case basis." He said that children's instructors "will likely be discouraged from riding the boards while on duty." Meanwhile, Monarch Mountain Owner Bob Nicolls said that he "won't ban the risqué boards" (ROCKY MOUNTAIN NEWS, 11/26).
Billups Thursday To Wear Gold & Black Shoes
In Honor Of Alma Mater, Univ. Of Colorado
IT KEEPS GOING: The NHL, NHLPA and Energizer Canada announced a deal making the company the official battery of the league and union in Canada. The deal includes activation across TV, NHL.com, in- arena branding, national consumer promotions and events marketing (NHL).