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SBD/Issue 152/Sponsorships, Advertising & Marketing
Published April 27, 2009
In N.Y., Jonathan Abrams reported Illinois-based protective sports equipment maker McDavid has "modified its NFL gear for basketball use," and the NBA is "happy as long as no one sees the extra padding." NBA Exec VP/Basketball Operations Stu Jackson said, "The compression items that are issued by the team are from our apparel partner, which is adidas. They're cut in a way that are not visible, so if a player chooses to wear another compression item, it must be so it's not visible." McDavid Marketing Dir Rey Corpuz, who "estimated that basketball padding for all ages could become a [$15-20M] business for his company," said, "That's the hard part of the product, that nobody sees it. It's designed specifically not to be seen at the NBA level." Abrams noted other companies, including Nike and Under Armour, have also "developed protective padding for basketball players." McDavid has sued Nike and adidas, "citing patent infringement, and is seeking to have them cease manufacturing padded undergarments." Neither lawsuit has been resolved (N.Y. TIMES, 4/26).
Dollar General Has Expanded Sponsorship
Of Sarah Fisher For '09
IMPOSSIBLE IS NOTHING: BRAND REPUBLIC's James Quilter reported adidas has launched an interactive roadshow to "target sports enthusiasts around the UK." The campaign, created by Evoke, London, has been "dubbed the adiTOUR by the brand." The adiTOUR roadshow "aims to educate consumers about training and the importance of using the right kit and equipment." The campaign will feature cyclist Chris Hoy, cricketer Kevin Pietersen, Chelsea MF Frank Lampard and sprinter Christine Ohuruogu (BRANDREPUBLIC.com, 4/24).
SURF'S UP: Billabong has extended its sponsorship of the Billabong Pipeline Masters, the final event in the men's Vans Triple Crown of Surfing, through '12. Billabong first title sponsored the event in '07 (Billabong).