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SBD/Issue 244/Sponsorships, Advertising & MarketingPrint All
Phelps Will Continue To Consult Speedo On New
Product Development Under New Contract
WORKING ON NEW SUITS: BLOOMBERG NEWS' Christopher Elser reports Speedo plans to "release new swim suits in the next few months that conform to the new regulations instituted by FINA" (BLOOMBERG NEWS, 9/9). Warnaco Group President & CEO Joe Gromek said the company stopped production on the suits that were part of the ban and added Speedo will "try and make the distributors whole in this situation." Gromek: "There's opportunity here because the lead swimmers will need new uniforms and we will be able to provide new uniforms. We're working on innovative technology today that will be launched over the next couple of months and it will be the most extensive line of Speedo that we've seen today." He added the swimsuits worn by Phelps and other endorsers are a "very small part of the business; it's probably a couple of percentage points." However, Gromek noted it creates a "halo effect for the brand and it's very important. That's why it's so important to have Michael as our lead spokesperson for the brand as well" ("Squawk Box," CNBC, 9/9).
Melanie Oudin's Agent Believes She Will Have
No Trouble Endorsing Multiple Products
NO RESERVATIONS: Oudin Sunday was booted from her Times Square hotel because her reservation was up. Oudin, who plays Caroline Wozniacki tonight in the quarterfinals, has become the talk of the tournament with her gutsy come-from-behind wins over three straight ranked opponents. The 70th ranked player had not expected to remain in N.Y. so long, as she was only booked at the Marriott through Sunday. BEST Tennis President John Tobias, through the company's travel agent, Sport Travel, quickly got her into the Intercontinental. Tobias: "Obviously, we will not be sending any of our players back to that hotel (the Marriott).” The Marriott could not confirm Oudin was staying there, spokesperson Kathleen Duffy said. She said it was possible Oudin was staying there registered under a different name. Hotels frequently vie to have tennis players stay with them, as it adds glamour and cache. In related news, Tobias said he expects to announce a new endorsement for Oudin before her match tonight. The logo of the company will be on her tennis bag (Daniel Kaplan, SportsBusiness Journal).
BEER FEST: SPORTSBUSINESS JOURNAL's Kaplan reports Heineken "expects to begin renewal talks with the U.S. Open soon," even though there is one year remaining on its current deal. Heineken has "kept its 17-year sponsorship of the Open even as it has moved away from other sports efforts and into music." Heineken USA CMO Christian McMahan said that the brewer is "closely associated with the Open and has spent as much money activating the sponsorship this year as it has in past years despite the down economy" (SPORTSBUSINESS JOURNAL, 9/7 issue).
BROKEN RECORDS: The U.S. Open set an all-time first week attendance record of 423,427, while total attendance on six of the first seven days exceeded 60,000 fans. That includes three consecutive days of more than 61,000 -- the first time the event has ever had multiple crowds of more than 61,000 in a given year. USOpen.org had a record 23,373,675 visits in the first week of the tournament, a 71% increase from '08, and 5,352,085 unique users, up 60% from last year. USOpen.org's live streaming drew 6.4 million activated streams and had an average viewing length of three hours and ten minutes. The new USOpen.org iPhone application was downloaded 175,361 times (USTA).
Nets' Deal With PNY Technologies For Jersey
Sponsorship Includes Practice Arena Entitlement
Dewar Says Chevrolet Committed To NASCAR
For Long Haul, But Has No Plans To Add Teams
INTERESTED IN DANICA: With IndyCar driver Danica Patrick reportedly planning to race in some Nationwide and Camping Truck series races beginning next year, ESPN's Ed Hinton noted sponsorship "is not going to be an issue" for Patrick. Hinton: "She is going to be an exception to the bad economy. ... Chevrolet is very interested in Danica. Whatever manufacturer in NASCAR signs Danica, that's going to be a huge branding boost for them" ("NASCAR Now," ESPN2, 9/6).
Babyfans Rare In Its Deep Stocking
Of Infant, Toddler Merchandise
Stewart Takes Polygraph To Confirm His Love
Of The Whopper In New Burger King Spot
GET YOUR HEAD STRAIGHT: CTVOLYMPICS.ca's Dean Campbell reported U.S. alpine skier Lindsey Vonn has officially signed a contract with equipment supplier Head through the '14 Sochi Games. Vonn will use Head skis, boots and bindings, and the company now has "secured the top three female skiers in the world," also sponsoring Sweden's Anja Paerson and Germany's Maria Riesch. Vonn's switch from longtime partner Rossignol comes following the company's move to "cut the salaries of all skiers by 50% effective immediately" (CTVOLYMPICS.ca, 9/7).
ROUNDUP: U.S. Olympic bobsledder Steve Mesler this summer sent letters to 50 Buffalo-area companies "asking for some support," and as of mid-August, he "had only one reply -- and that was in the negative." Mesler, currently "living off his credit cards and family support," said that he "isn't asking for tons of money." Mesler: "A thousand dollars here or there would help" (BUSINESS FIRST OF BUFFALO, 9/4 issue)....The Univ. of Florida has sent a cease-and-desist letter to Crocs for displaying a photo on a corporate blog of Gators QB Tim Tebow "wearing orange-and-blue Crocs" (ORLANDO SENTINEL, 9/8).
Carlsberg's Deal With FA Could Spell
End To Long-Running Liverpool Sponsorship
WINGS & WHEELS: The NASCAR HOF will announce today that it has struck a 10-year deal for Buffalo Wild Wings to be its exclusive restaurant partner. The sports-themed restaurant will occupy the 8,400-square-foot restaurant space inside the Hall of Fame in Charlotte beginning in the spring of '10. Buffalo Wild Wings, headquartered in Minneapolis, operates more than 600 restaurants across the country, and its location will include entry ways from outside the Hall so that the restaurant can keep its own hours. The Hall, which will open May 11, 2010, expects to name a retail partner in the coming weeks (Michael Smith, SportsBusiness Journal).
FOURTH-YEAR SENIOR: MEDIA POST's Karl Greenberg reported Cars.com this season is "launching its fourth consecutive annual sponsorship of 'Saturday Afternoon College Football' on ESPN." The sponsorship will feature spots from Cars.com's current campaign and "Sponsored by Cars.com" on-air mentions during games. The company is "running a sweepstakes for its dealer/advertisers in which dealers can enter for the chance to win one of several prizes, including a grand-prize trip for two" to the BCS National Championship in January (MEDIAPOST.com, 9/4).
ENTERING A NEW ARENA: Go Daddy has signed a sponsorship deal with the PBR for the PBR Invitational. Go Daddy branding will be throughout Portland's Rose Garden Arena during the October 2-3 GoDaddy.com Invitational, including on venue banners and chute gates. The company has also signed a deal with country singer Erin Kalin, who will sing the national anthem during the event, as its newest Go Daddy Girl (Go Daddy).