SBD/Issue 100/Sponsorships, Advertising & Marketing

Marketplace Roundup

Phelps' DBI Rating For Aspiration And Trust
Dropped 15 Points Since Release Of Bong Photo's Darren Rovell reported while Gold Medal-winning swimmer Michael Phelps is "still considered a hot commodity" in the Davie Brown Index -- Michael Jordan and Tiger Woods are the only athletes with higher DBI scores -- "his aspiration and trust scores dropped almost 15 points" since the public release of a photo of him smoking from a bong. DBI spokesperson Chris Anderson: "That's a huge drop" (, 2/10).  ESPN Radio’s Jason Smith said Phelps “hurt his image, he hurt his earning power, he’s got to sit back awhile and wait before he goes back” (“Jim Rome Is Burning,” ESPN, 2/10).

BEST FOOT FORWARD: Protege, a footwear and apparel line created by Knicks F Al Harrington, will make its debut exclusively in Kmart stores and on this month. The men's footwear line features five sneaker styles priced at $34.99, while the boys line includes three styles priced at $27.99. The apparel line features performance shorts and T-shirts. Also, as part of its partnership with Protege, Kmart is donating one million pairs of shoes to Samaritan's Feet, an organization that provides shoes for children around the world. (THE DAILY).

SECOND LOOK: AD AGE's Jeremy Mullman reported the "real reason" many viewers missed MillerCoors' one-second ad during NBC's broadcast of Super Bowl XLIII was because NBC "issued a directive to its owned-and-operated station affiliates not to run the local spots." A-B InBev VP/Marketing Keith Levy said that his company "did not ask NBC to pull Miller's ads." Levy: "We made no call to NBC. But, as the official (malt-beverage) sponsor, we do expect a certain level of protection" (AD AGE, 2/9 issue).

ROUNDUP: In Birmingham, Mike Perrin reported the Southwestern Athletic Conference has "signed a five-year deal with Nike to be the exclusive footwear provider for all its athletic teams." The "basics of the agreement were agreed upon in the fall of 2008." Under the deal, officials for "select sports will also wear Nike shoes" (, 2/10)....The NFL Panthers on their Web site have listed new player jerseys that are marked down up to 50% off, and of the 36 different styles of jerseys on sale, 25 feature Panthers DE Julius Peppers' No. 90. Peppers has indicated that he wants to leave the team (, 2/9).

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