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SBD/Issue 236/Sponsorships, Advertising & MarketingPrint All
Wisconsin, Iowa State Among
Schools Objecting To Promo
CREATES A BAD ASSOCIATION: In Madison, Deborah Ziff reports an attorney for Univ. of Wisconsin last week sent a letter to A-B objecting to any effort to sell "Wisconsin beer cans adorned with the University of Wisconsin's red and white team colors." The school argued that the promotion would "create an association" between A-B and UW sports teams that does not exist. A-B promised to "end the 'Fan Cans' program in the area so as to avoid a dispute" with the school, but the brewer said that it "stands by its legal right to market Bud Light in cans with color combinations also used" by colleges (WISCONSIN STATE JOURNAL, 8/26). A-B said that the cans "would not be distributed in the community," though it is unclear whether the community "meant Madison, Dane County or the state" (JSONLINE.com, 8/25). A-B has also pulled its Univ. of Minnesota-themed cans after UM News Service Dir Daniel Wolter said the school sent a letter claiming the promo "was an infringement of U of M trademarks and that we objected to it" (Minneapolis STAR TRIBUNE, 8/26).
MORE OBJECTIONS COMING: Iowa State Univ. and Univ. of Iowa officials said that they will "write letters that object to the brewer's use of their school colors to sell cans of Bud Light." Retailers said that the "Fan Cans" have been a "hit among students" at the two schools (DES MOINES REGISTER, 8/26). Oklahoma State Univ. Dir of Communications Gary Shutt, whose school also protested the promo, said, "Color matters when it comes to marketing and packaging. People in Oklahoma connect OSU with orange" (DAILY OKLAHOMAN, 8/26).
UPPING THE ANTE: BRAND REPUBLIC's Matt Williams reports A-B has named DDB as the "lead global ad agency for its Budweiser brand." DDB, whose Chicago office already handles Budweiser creative in the U.S., will be "responsible for helping to raise the popularity of the brand in markets where it holds a smaller presence, such as in mainland Europe and parts of Asia" (BRANDREPUBLIC.com, 8/26).
Force Offering Sponsors "Stimulus" Package
In Exchange For Contract Extensions
Mullen Will Work To Build Team's
Brand Awareness, Ticket Sales, Promos
Both Sports Illustrated and ESPN The Magazine are "reporting strong ad-page sales for their NFL Preview issue," according to Keith Kelly of the N.Y. POST. SI's September 7 issue, which hits newsstands on September 2, "carries 80 ad pages," up 45% from the '08 NFL Preview issue. SI's college football preview issue, which hit newsstands on August 10, saw ad pages up 15% from last year. Meanwhile, ESPN The Magazine has "snagged Nike with an eight-page gatefold cover," and ESPN Publishing GM & Editorial Dir Gary Hoenig said that this year's preview issue that hits newsstands on Friday with 78 ad pages will be a "few pages fatter than the same issue a year ago" (N.Y. POST, 8/26). Both SI and ESPN The Magazine saw double-digit declines in advertising revenue and ad pages during the first half of '09. The chart below shows ad revenue and ad pages for the two magazines through June, compared to same period in '08 (Publishers Information Bureau).-------- AD REVENUE ------------- AD PAGES -----PUBLICATION'09'08% +/-'09'08% +/-Sports Illustrated$257,404,761$314,898,411-18.3%724.83925.07-21.6%
ESPN The Magazine$96,513,535$122,955,850-21.5%447.23589.93-24.2%
Wozniacki Has Climbed Into
The Top Ten In Rankings
DRESSED FOR THE OCCASION: Tennis player Roger Federer appeared on CNBC today and discussed the Nike-designed clothes he wears on court. Federer said his outfits for the U.S. Open include “some slight dots in the shirts that should remind people of the subway stations here.” Federer: “We always try to come up with something creative with a little background story and I think this one's nice (with) a little bold colors." Federer's signature blazer featuring his “RF” logo will be on sale at the U.S. Open, and Federer said, "That's what we’re trying to do with Nike, that the people can get something more that's linked to me" (“Squawk in the Street,” CNBC, 8/26). Meanwhile, the N.Y. OBSERVER's John Koblin wrote Federer's "much-remarked-upon modesty" from earlier in his career "has been a notable casualty" in recent years. Federer "showed up to Wimbledon this year with an oversize, white-and-gold racket bag on his shoulder," and there was a "little too much gold on everything he wore." Tennis magazine's Peter Bodo: "What's most surprising to me is that Roger doesn't seem to get it. I suspect that the Nike designers and marketing folks must come to him and fill him up with a bunch of hooey about what an 'ambassador' he is for all things traditional and he goes all weak in the knees and capitulates to one cockamamie fashion disaster after another" (OBSERVER.com, 8/25).
ARCHITECT OF DESIGN: Tennis player Maria Sharapova at the U.S. Open will wear Tiffany & Co. earrings designed by architect Frank Gehry. The Frank Gehry Stria sterling silver and diamond earrings are available online and at Tiffany stores in the N.Y. area (Tiffany).
CNBC.com's Darren Rovell noted AirTran's new partnership with the Falcons making it the team's official airline does not include "actually flying the team," which is similar to the agreement the Cardinals have with US Airways. Rovell noted a team "pays for their charter deals," while airlines "pay for their marketing deal;" the two are not connected. An NFL team "looks for the best price on airline fare for their charters," and AirTran "doesn't even fly NFL teams because their airplanes are too small to handle the capacity needed" (CNBC.com, 8/25).
Alex Lloyd Expected To Drive Final Two Races
This Season For Newman/Haas/Lanigan Racing
ROUNDUP: Nike is set to release WNBA Sparks F Lisa Leslie's Blue Chip III shoe as part of the company's season-long campaign for breast cancer awareness (SPORTINGNEWS.com, 8/25)....adidas Skateboarding has signed Pete Eldridge to its team, and his first signature shoe will launch in 2010. Eldridge's first adidas ad is running this month in various skateboard publications (adidas).