SBD/Issue 5/Sponsorships, Advertising & MarketingPrint All
Go Daddy To Serve As Martin's Primary
Sponsor For '10 Sprint Cup Season
DINGERS AND DRIVERS: NASCAR drivers Carl Edwards, David Ragan, Jamie McMurray and Colin Braun all attended Thursday night's Angels-Red Sox game as part of Roush Fenway Racing Night at Fenway Park. Braun threw out the first pitch (BOSTON GLOBE, 9/18). Red Sox John Henry prior to the festivities said the partnership between the MLB team and Roush Racing “was really in some ways a dream come true.” Henry: “Imagine getting into NASCAR at that level at Roush Fenway. Jack has been a tremendous partner. He and I have a lot of fun” ("NASCAR Now," ESPN2, 9/17).
THE THRILL OF THE CHASE: With Kurt Busch’s No. 2 Miller Lite Dodge making the Chase for the Sprint Cup, Penske Racing will debut new coverage and a fan contest at PenskeRacing.com. The team Friday launched its '09 Chase coverage, featuring an interactive graphical display on its home page with statistical analysis of the 12 Chase drivers, as well as Chase coverage through Twitter, including behind-the-scenes tweets from the No. 2 team. The contest calls for fans to tweet their prediction of where Busch will finish in each week’s race. Up to 10 winners will be selected for Penske merchandise (Penske Racing).
MOBILE UNIT: Samsung has inked a multi-year extension to continue title sponsoring the April NASCAR Sprint Cup Series race at Texas Motor Speedway. The race, known as the Samsung 500 for the past three years, will now become the Samsung Mobile 500 and will have a new logo. Samsung title sponsorship dated back to '02. Terms were not disclosed (Samsung/TMS).
OPPORTUNITY TO CONNECT WITH AUDIENCE: Phillips-Van Heusen will cover two-thirds of the ad spend, with JCPenney paying the remainder, and Mike Kelly, CMO for Phillips-Van Heusen’s corporate marketing group, said, “We’re definitely looking for more opportunities to connect to our audience through sports.” Kelly: "The Hall has never done this sort of thing, and we’re thrilled to be part of it. It’s not the actual Hall vote, but the fans are going to be involved, which we think is very significant. And to have it leverage the traffic that JCPenney brings globally, that’s a definite leg up, too.” Van Heusen typically has focused its marketing efforts on male-oriented print media, such as GQ, Esquire and Men’s Journal, but it has steadily sought to increase its sports presence. The company sponsored an IRL car (Vision Racing) earlier this year through its Izod brand, something Kelly cited as a key forerunner to this deal. The Hall this year also is co-producing a series on the NFL Network, “Road to Canton,” on which Van Heusen is advertising.
Watch The Clip
FUNNY MONEY: Nash's latest Vitaminwater video shows him as the host of an infomercial a la the late Billy Mays, and YAHOO SPORTS' J.E. Skeets wrote, "With no disrespect to Bosh, Baron, Dwight, Shaq, LeBron, Dirk and friends, when it comes to NBA funny, Steve Nash still holds the crown. In fact, it's not even close" (SPORTS.YAHOO.com, 9/17).
Dew Tour And Its Athletes
Feeling Sting Of The Economy
In Chicago, William Lee reports attorneys for Bears LB Brian Urlacher Thursday filed suit against Florida-based sports memorabilia and licensing firm Dreams Inc., claiming that the company is using Urlacher's season-ending wrist injury "to 'wiggle out' of its financial obligations." Urlacher said that Dreams on Tuesday "terminated his $1.1[M] contract," and the suit alleges that Urlacher "would have realized at least $600,000 in profits if the four-year deal wasn't breached." Lee notes at issue is "whether Urlacher violated a clause in his contract with [Dreams] that allows the firm to terminate the contract if he is out for 16 or more weeks or suffers a career-ending injury." Urlacher's attorneys said that this marks the "second time this year" Dreams has "tried cutting ties with Urlacher" (CHICAGO TRIBUNE, 9/18).
Fowler Will Use Titleist Balls, Clubs,
Glove, Bag As Part Of Agreement
NOTES: Tennis player Melanie Oudin "has signed on to be a pitch woman" for Florida-based AirTran Airways. Oudin will be featured in "radio ads and billboards throughout the Atlanta area," where AirTran is the "second largest airline" (BIZJOURNALS.com, 9/18)....Pacers F Tyler Hansbrough appears in a new AT&T ad that aired during ESPN’s coverage of Georgia Tech-Miami Thursday night (THE DAILY)....Toyota will serve as the presenting sponsor of both the Flyers and 76ers radio networks on WIP-AM. PepsiCo, Wachovia, PECO, McDonald's, Bud Light and Quality Plus Ford Dealers also will have integrated roles in the radio broadcasts (Comcast-Spectacor).