SBD/Issue 52/Sponsorships, Advertising & Marketing

Marketplace Roundup

Cadillac Reportedly Might End 16-
Year Relationship With Couples
Golf Channel’s Vince Cellini reported that Cadillac is “reevaluating their relationship” with golfer Fred Couples. Couples’ current deal with Cadillac expires on December 31, and it “could be the end of the road after 16 years together.” Cellini: “A Cadillac spokeswoman said while they have enjoyed the relationship with Couples, all of their sponsorships and agreements are being evaluated” (“Golf Central,” Golf Channel, 11/25). Meanwhile, in DC, Tim Lemke writes of Tiger Woods' nine-year endorsement deal with Buick ending one year before it was scheduled to end, "Like Michael Jordan before him, Woods has reached a unique point: Marketing deals are becoming less about endorsing a product and more about creating entirely new brands." It is "unlikely Buick would be able to offer anything similar, and the notion of a Tiger-branded car is just weird anyway" (WASHINGTON TIMES, 11/26).

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
CUSTOM DESIGN: Nuggets G Chauncey Billups will wear a special-edition adidas TS Creator Thanksgiving Day shoe for Thursday's game against the Hornets. The shoe is black and gold in honor of the Univ. of Colorado, Billups' alma mater, and personalized details include inscriptions of "Go Buffs," Billups' initials and his nickname, "Mr. Big Shot." adidas will make 11 pairs, which will be auctioned online beginning Friday to benefit the Porter-Billups Leadership Academy (adidas). Meanwhile, Cavaliers F LeBron James wore a customized N.Y. version of his of Zoom LeBron VI Nikes during Tuesday's game against the Knicks at MSG, and ESPN's Tony Kornheiser said the move is "another sign to clearly say it is inevitable that LeBron James is leaving Cleveland and probably going to New York" when he becomes a free agent in 2010 ("PTI," ESPN, 11/25).

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,, in- arena branding, national consumer promotions and events marketing (NHL).

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