SBD/Issue 129/Sponsorships, Advertising & MarketingPrint All
J.D. Gibbs Says Deal Will Not Preclude Race
Team From Working With Other Agencies
NASCAR NOT TURNING A BLIND EYE: JGR Owner Joe Gibbs said NASCAR “has their ear to the ground” in regards to the economic impact on the sport. Gibbs: “They’re talking to the teams. ... Of course, everybody’s No. 1 thought is how can we do this for less? You don’t want to put a burden on sponsors, and certainly in this kind of a business climate, it’s extremely tough.” Gibbs added, “NASCAR works. NASCAR is a great marketing tool. It’s only going to get better. But at the same time, it makes it tough for anybody dealing with corporations … right now.” He noted NASCAR “is focused on how do we save money, how do we make this sport as competitive as we can make it?” (“NASCAR Now,” ESPN2, 3/23).
Gatorade Moves Into Canadian
Market With St. Pierre Deal
FEEL THE FLOW: SPORTSBUSINESS JOURNAL's Tripp Mickle reports Gatorade has reached a two-year deal to become the first title sponsor of Alli Sports' Free Flow Tour, which now will be known as the Gatorade Free Flow Tour. Sources valued the sponsorship "in the low seven figures." Under the deal, Gatorade also receives "activation rights at 50 summer competitions and 10 winter competitions, and it becomes the brand behind three half-hour shows about the Free Flow Tour on Fuel TV and will back a series of video shorts from the tour that will be featured on Fuel.tv and allisports.com." The partnership "completes Gatorade's push into action sports, which began in December" with the signing of three action sports athletes (SPORTSBUSINESS JOURNAL, 3/23 issue).
POWER PLAY: AD AGE's Natalie Zmuda reports Powerade is "undertaking a bold and innovative print and outdoor effort" that positions Gatorade "as only half the brand Powerade is." Powerade plans to "blitz the market with messaging that Gatorade is an inferior method of hydration, and says it has the science to back it up." Powerade and ad agency Ammirati, N.Y., have "developed a clever comparative campaign" pitting the brand against Gatorade, and Powerade has also worked closely with media partner Starcom MediaVest Group, N.Y., to "break new ground." Powerade "will take over the cover of the April 6 issue of ESPN The Magazine, marking the first time the publication has mingled editorial properties with advertising on its cover." ESPN/ABC Sports Customer Marketing & Sales President Ed Erhardt indicated that the cover concept, along with "seven- to 10-second video vignettes and a first-of-its-kind GameCast integration on mobile phones and ESPN.com, make for a compelling campaign." ESPN personalities "interview Powerade athletes in the vignettes, riffing off the 'complete sports drink' concept by asking the athletes to complete sentences." Powerade is also "running a digital effort, including a revamped website and banner ads" (AD AGE, 3/23 issue).
UM Feels High School Logo
Too Similar To Its Tiger
Falk Says Companies "Trying
To Find The Next Michael"
Hester's Deal With Red Bull
Includes Aircraft Rides
HUNGRY? WHY WAIT: In Orlando, Kyle Hightower notes Magic assistant coach Patrick Ewing is "being featured in a new Snickers candy-bar commercial as 'Patrick Chewing.'" Ewing "dons a wig to make him look like the younger Ewing from his playing days and dunks on some guy eating a Snickers bar." Ewing "tears down the basket before turning to his victim and saying simply 'Oops.'" Magic coach Stan Van Gundy said Magic players are "really hard on him about that commercial." Van Gundy: "Believe me, he gets imitated on that several times daily" (ORLANDO SENTINEL, 3/24).
SWEET SPOT: Golfer Trevor Immelman said of golf sponsors being criticized for their marketing spends while accepting TARP funds, "From what I understand, [PGA] Tour sponsors are pretty much set through the end of next year and then it's obviously going to be an interesting time. Hopefully, things have bounced back enough to where we can continue with the tremendous growth that we've had over the last few years." Immelman said he has been "fortunate to be involved with some incredibly strong companies" as an endorser. Despite the economy, Immelman said, "I feel like I'm in a nice, strong situation." Immelman: "As far as golf is concerned, everybody is taking some sort of hit. It's just the way the world is right now, but you're just going to have to sit it out and be strong" ("Power Lunch," CNBC, 3/23).
SKIN GAME: YAHOO SPORTS' Jay Busbee wrote golfer Anna Rawson's new deal with GoDaddy is "good for Rawson, good for GoDaddy, good for the fact that the LPGA is getting recognition." Busbee: "I don't have a problem with golfers trading on their looks -- because it's a savvy marketing move, honest, that's what I meant -- though I'm sure there are purists out there who tut-tut the increasing sexualization of the Tour" (SPORTS.YAHOO.com, 3/23).