SBD/Issue 181/Sponsorships, Advertising & Marketing

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  • Instant Winner: Redskins-Themed VA Lottery Ticket Unveiled

    Redskins Unveil New
    Scratch Off Lottery Ticket
    The Redskins yesterday formally introduced their partnership with the Virginia Lottery and a new Redskins-themed $20 instant lottery ticket, according to Dan Steinberg of the WASHINGTON POST. The ticket, "Redskins Mania," offers prizes from $20 to $1M and the "highest total payout of any Virginia lottery ticket." Seventy-five percent of the money collected by this game will be paid out in prizes and 15% will go to area schools. The remaining 10% will be split evenly between cost overhead and retailers. When someone at the press conference noted the tickets used the team's logo, and not players' faces, Redskins TE Chris Cooley said, "I could definitely use the endorsement, though." Redskins RB Clinton Portis added, "That makes two of us" (WASHINGTON POST, 6/9). In Virginia, Lauren King notes the ticket "will go on sale in August, in time for the start" of the '09 NFL season. In addition to the monetary prizes, there is a second chance drawing where non-winning tickets may be submitted at the Virginia Lottery's Web site for the chance to win several Redskins-themed experiences. Those include "premium club tickets for 20 years at FedEx Field, VIP away game travel with the team to Dallas on the team plane and bus" for the November 22 game against the Cowboys, a "luxury suite for 19 friends at a home game and a chance to join the Redskins' team roster as a player for a day" (Hampton Roads DAILY PRESS, 6/9).

    LOOKING FOR THE JERSEY SCORE: Lions President Tom Lewand yesterday said the team is exploring the possibility of adding a practice jersey sponsor and is "in the preliminary stages with potential interested partners." The Texans, Broncos, Cowboys and Packers and among the other NFL teams that have expressed a similar interest (DETROIT FREE PRESS, 6/9). SportsNet N.Y.'s Adam Schein said of selling uniform sponsorships, “I have no problem with the practice jerseys, but I hate to see it on a real uniform in a real game.” N.Y. Daily News' Bruce Murray: “I don’t like it, but it’s going to happen and we’ll get used to it much the way we did naming rights of stadiums, which none of us could take when they came out.” Schein: “Can you imagine the Yankee uniform with an advertisement on it?” (“Loudmouths,” SNY, 6/8).

  • Richard Petty Motorsports Lays Off Nine Employees, Cuts Salaries

    Richard Petty Motorsports (RPM) "laid off nine employees Monday and reduced salaries throughout the organization, a byproduct of Chrysler's bankruptcy filing," according to Jenna Fryer of the AP. A source indicated that RPM officials "took the measures because of anticipated cutbacks from Dodge." RPM co-Owner Richard Petty yesterday prior to the layoffs "acknowledged a disruption to the race team since Chrysler's April 30 filing." Petty: "Everybody sets up a budget of what to do. All of a sudden, they call up and say, 'We just went bankrupt, guys. We can't pay you. Or we can give you a quarter on the dollar that we owe you.'" He added, "A lot of the operations have cut back on their travel, they've cut back on ... a lot of people that make it work -- not only mechanics, truck drivers, whatever it may be. And then a lot of us have asked our people to take a pay cut." Fryer noted RPM is in the final year of its contract with Dodge, and the team is "widely believed to be trying to negotiate a switch to Toyota in 2010." The financial situation also "could take an immediate toll on competition." RPM has "lagged far behind in development of the new R6P8 engine that Penske Racing, the other Dodge organization, has used all season" (AP, 6/8). A source "referred to the move as 'a cathartic shake-up' given the overall global economic climate" (, 6/8).

    I AM A REAL AMERICAN? NASCAR driver Brian Vickers appeared on Fox Business' "America's Nightly Scoreboard" last night where he participated in a roundtable discussion of the future of the auto industry and what happens if Americans stop buying American-made cars. Vickers: "It depends on how you define American cars. … That line is very blurred these days. I do drive for Toyota. But the Toyota Camry … is the only car in NASCAR that's built in the U.S. So where does that leave us? Five million Camrys have been built in the U.S. and 14 million Toyota vehicles have been built in the U.S. They employ 160,000 workers -- Toyota and the dealers -- in the U.S. and they've invested over $32(B) in the U.S." Vickers added the car companies "have got to market." He said NASCAR is a "very effective marketing tool, as a matter of fact. ... These companies have still got to support marketing activities, whether it's sports or not" ("America's Nightly Scoreboard," Fox Business, 6/8).

  • Bayer Builds On MLB Sponsorship With Prostate Cancer Awareness

    Bayer In Second Year Of
    Four-Year MLB Sponsorship
    Bayer is "buffering its MLB sponsorship, which already supports the One A Day men's vitamin," amid the increased awareness of male prostate cancer, according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. While many sponsorships are being "pared in deference to the economic squeeze," Bayer has "two baseball-themed TV ads running this season and added more weight, including deals with the fledgling MLB Network and ESPN Radio's MLB broadcasts." The Strike Out Prostate Cancer Challenge, in which Bayer "donates $10 for each MLB strikeout," will continue. The program raised $328,840 last season, and Braves P Derek Lowe and Red Sox P John Smoltz have been added as spokespersons for the campaign this year. Lowe and Smoltz have "recorded radio spots and will also appear in ads later this month in Sports Illustrated." They also will do "appearances and media tours." Bayer is in the "second year of a four-year MLB sponsorship." Meanwhile, MLB players, managers, coaches, trainers, umpires and groundskeepers will wear "blue wristbands and blue ribbon uniform decals" on Father's Day to raise awareness of the fight against prostate cancer (SPORTSBUSINESS JOURNAL, 6/8 issue).

  • Columbia Sportswear To Launch Its First E-Commerce Site In July

    Columbia Plans To Incorporate E-Commerce
    Kiosks Into Several Of Its Retail Stores
    Columbia Sportswear will launch its "first e-commerce site" in mid-July, according to Erik Siemers of the PORTLAND BUSINESS JOURNAL. The move is "part of the company's strategy to expand beyond its history as a wholesaler, selling goods only to other retailers, to incorporate its own retail identity." Columbia last month awarded Massachusetts-based Demandware Inc. a contract to develop the site at The company "intends to incorporate e-commerce kiosks into several of its bricks-and-mortar retail stores." Columbia in January announced its '09 "expansion plans would largely be put on hold, with some exceptions," however, the e-commerce site is "proceeding as planned." Columbia's Web site, which has been in use for "more than a decade," currently "doesn't sell any of its products." Instead, it "provides direct links to Columbia items sold on other store Web sites, such as Dick's Sporting Goods or Sports Authority." Siemers notes the move "toward an e-commerce model comes with risks, particularly if the move alienates some of its historic retail partners." Columbia -- " which will remain primarily a wholesale business -- believes the e-commerce development will help it extend its brand awareness" (PORTLAND BUSINESS JOURNAL, 6/5 issue).

  • Marketplace Roundup

    Judge Rules Cardinals Can Restrict Ads On
    Street Next To University Of Phoenix Stadium
    In Phoenix, Rebekah Sanders reported a Maricopa (AZ) Superior Court judge Friday ruled that the NFL Cardinals "could restrict ads on a street the team owns" next to Univ. of Phoenix Stadium. The Cardinals "didn't want Pepsi ads outside the stadium, for instance, since its sponsor is Coca-Cola." The city of Glendale built the road, and local officials "believed the city's less restrictive ad ordinances should govern it." However, Cardinals VP/Media Relations Mark Dalton said the suit was a "waste of time, energy and expense." As a result of the verdict, the city "must pay the Cardinals' legal fees" (ARIZONA REPUBLIC, 6/6).

    LOUD & PROUD: In Charlotte, Ron Green Jr. notes golfer John Daly returns from suspension for this week's PGA Tour St. Jude Classic, which also will be his Tour debut wearing Loudmouth Golf apparel. Daly's pants feature "flowers, polka dots and stripes and they come in colors even Crayola might not have." While the pants may not be "standard golf course attire," they are "eye-catching and increasingly popular." Loudmouth Golf Founder Scott Woodworth, who created his company in '01, said that the company last week "sold more than 100 pair one day" (CHARLOTTE OBSERVER, 6/9).

    I'M GOING TO DISNEYLAND! The NBA and Disney Consumer Products have released an NBA Finals-themed T-shirt that features several Disney characters, including Mickey Mouse, Donald Duck and Goofy. The line designed for men and boys also incorporates the Magic and Lakers colors and logos, as well as the NBA Finals trophy (NBA).

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