Marketplace Roundup

Heat Have Capitalized Quickly On Wade's Post-Game Exclamation

After the Heat defeated the Knicks on February 28 at AmericanAirlines Arena, Heat G Dwyane Wade exclaimed, "This is my house," and in Ft. Lauderdale, Sarah Talalay noted it "didn't take long for the Heat to capitalize on Dwyane Wade's new signature phrase." Heat Exec VP & CMO Michael McCullough said that the team "spent the next day working on T-shirts with Wade's image that say 'This Is My House.'" The shirts were available for sale at AmericanAirlines Arena in time for the team's March 2 game against the Cavaliers. The shirts "cost $20 with a portion of the proceeds going to the Wade's World foundation," and they are "only for sale at the arena for now." McCullough said the shirts are "selling very well" (SUN-SENTINEL.com, 3/11).

BREAK POINT: CNBC.com's Darren Rovell reported Stanford Financial Group logos "will no longer be featured on the back walls of the tennis courts at the Sony Ericsson Open at the end of the month." Stanford was "one of many host sponsors of the tournament." Tournament Dir Adam Barrett last month said that Stanford "had paid most of its 2009 sponsorship bill," but a source Tuesday indicated that the company "recently didn't make a payment that needed to be made." That "allowed the tournament to easily undo the deal" (CNBC.com, 3/11).

A SWEET DEAL: LOCOG yesterday announced that Cadbury has expanded its deal as a Tier Two sponsor of the '12 London Games so that it will supply "all confectionery and packaged ice cream sold at official London 2012 outlets at Games time." The deal also makes Cadbury's Trident brand the fifth Tier Three supplier to the Games (AROUNDTHERINGS.com, 3/11). Cadbury first signed up as a London Games sponsor in October in a deal reportedly worth $27M (AP, 3/11).

VROOM VROOM, PARTY STARTER: Chicagoland Speedway President Matt Alexander said of the sponsorship in NASCAR, “There are 75 million fans out there. But, they’re not only fans, they’re very loyal fans. So when one of their heroes, if Tony Stewart or someone says anything, they react. That’s why sponsorship works in this sport, even in this tough market.” He added, “The big three are struggling, but they’re going to continue to sponsor NASCAR because it works” (“Chicago Tribune Live,” CSN Chicago, 3/11).

ROUNDUP: CBS' Jim Nantz "will partner with Furnitureland South on a new marketing campaign aimed at golf aficionados." Nantz "will be part of Furnitureland South's Dream Home campaign, which targets the golf community, among others." Ads will be featured on Golf Channel and in Golf Digest, Golf magazine and in other publications (BIZJOURNALS.com, 3/5)....Hurley has signed on as a title sponsor for the U.S. Open of Surfing. The event will be held from July 18-26 at the Huntington Beach Pier in California and is expected to attract more than 400,000 spectators (Hurley).