Marketplace Roundup

MSG Receives Backlash For Superimposing  Subway Logo During Rangers Game

YAHOO SPORTS' Greg Wyshynski noted MSG during its broadcast of the Canadiens-Rangers game Tuesday "superimposed giant Subway sandwich shop logos and 'Eat Fresh' banners on the glass behind the goals and between the benches during play." The "backlash was immediate," and the ads were "blasted on XM Home Ice radio." One fan was even "trying to organize a write-in campaign on the MSG Network's Rangers boards to reestablish 'a divide between the sport and advertising for the sake of the integrity of the game'" (SPORTS.YAHOO.com, 4/9).

EXTENDING THE PLAY: Soccer United Marketing has reached a multi-year renewal of its agreement with PepsiCo, keeping it an MLS, U.S. Soccer Federation (USSF) and SuperLiga partner. The deal includes exclusivity for PepsiCo in the soft drink, isotonic beverage and water categories, with Gatorade remaining the official sports drink of MLS and Aquafina the official water of MLS, USSF and SuperLiga. PepsiCo has been an MLS partner since the league's inaugural season in '96 (MLS).

IT KEEPS GOING: Energizer Canada has announced a new sponsorship deal with Capitals LW Alex Ovechkin. The full program will launch in Fall '09 and will center around Energizer's Ultimate Lithium product. Energizer and the NHL are currently promoting the Advanced Lithium Powerplay Promotion that will send two contest winners to a Stanley Cup Final game (Energizer).

ROUNDUP: Sentient Flight Group will once again sponsor the "Sentient Perfect Trip" Award for '09, which celebrates Sentient's return as a premier partner and the Official Private Aviation Sponsor for the '09 Breeders' Cup (Sentient)....HP and U.S. swimmer Dara Torres have teamed to launch the HP-Dara Torres "Moms for Simplicity" campaign, which will feature the launch of a Web site and an online consumer promotion (THE DAILY).