SBD/Issue 19/Sponsorships, Advertising & Marketing

Marketplace Roundup

Writer Says Castroneves' Marketability
Not Hurt By His Tax Evasion Trial
In Ft. Lauderdale, Sarah Talalay reports while the Davie-Brown Talent Index indicates IRL driver Helio Castroneves' "appeal, trust and other traits have dropped slightly" since his trial earlier this year for tax evasion, that "hasn't hurt his marketability." Castroneves has filmed ads for healthcare company HCA, and high-end rental car company GentlemenDrive Miami "asked him to be their spokesman for the service that launches in December." Castroneves also is "entertaining other business offers, but so far hasn't scored a coveted hair product endorsement" (South Florida SUN-SENTINEL, 10/8).

EARNING THEIR STRIPES: The Scotland Football Association (SFA) has signed a four-and-a-half year apparel agreement with adidas that could be worth as much as $16M (all figures US), potentially the "most lucrative kit deal" ever for Scotland's national team. The contract, which will run from January '10-June '14, carries a base value of $2.4M annually and could increase to $4M per year dependent on Scotland qualifying for the '12 Euro Cup and the '14 FIFA World Cup. The team's current uniform partner, Diadora, "went into liquidation earlier this year but have honoured the final months" of their contract with the SFA, which expires December 31 (THE SCOTSMAN, 10/8).

STREET WATCH: In Philadelphia, Jeff Gelles reports MLB officials were "back on the streets" yesterday on the "lookout for vendors hawking counterfeit" merchandise around Rockies-Phillies NLDS Game 1. Pennsylvania's high court Monday "overturned the state's trademark-counterfeiting law, ruling that it was worded so broadly that it violated First Amendment rights to free speech." But intellectual-property lawyers and MLB officials contend that "even if the state's anti-counterfeiting law proved temporarily unenforceable, other civil and criminal laws would enable them to continue efforts against blatant counterfeiting" (PHILADELPHIA INQUIRER, 10/8).

PEOPLE & PERSONALITIES: CNBC's Scott Wapner reported boxer Floyd Mayweather Jr. was in N.Y. yesterday "meeting with Fortune 500 companies ... about some possible more endorsement deals." Wapner, noting Mayweather has not appeared in many sponsorship campaigns, said to him, "We don't really see that much from you." Mayweather: "Everything takes time. Timing is the key" ("The Call," CNBC, 10/7). Meanwhile, ESPN's Colin Cowherd addressed Lance Armstrong's new endorsement deal with Michelob Ultra, saying, "It's a bad move. This is like ESPN buying Playboy" ("SportsNation," ESPN2, 10/7). 

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