Marketplace Roundup

Ft. Worth-based Fresherized Foods VP/Marketing Tracey Altman said that the company asked for its Wholly Guacamole product to be the "official guacamole of the Dallas Cowboys" this year to "expand a sponsorship launched last year that let the company use Cowboys logos on product packaging and get tickets to take customers to events at Texas Stadium." Altman added that with the official status, Fresherized Foods "becomes the sponsor of three college games" at Cowboys Stadium, "gets more tickets to events and almost double the amount of signs in the stadium." Altman also said that since Wholly Guacamole was given the official status, "a designation it keeps through the season, sales are about 30[%] higher than a year ago" (DALLAS MORNING NEWS, 10/16).

I AM IRONMAN: The Leverage Agency has been retained to handle global sponsorship sales and marketing partnerships for the Ironman Triathlon brand and its worldwide events. Leverage will be selling comprehensive sponsorship and marketing deals for the entire World Triathlon Corporation’s brand portfolio, including Ironman, Iron Girl and IronKids. Packages will cover opportunities from overall global sponsorships to event-by-event branding opportunities (Leverage).

Gators Cereal Available In Stores Across Florida

GATOR GROWL: In Ft. Lauderdale, Sarah Talalay reported the '09 Univ. of Florida (UF) cereal hit stores across Florida Thursday, with more than 20,000 boxes available at various grocery stores and at Gatorzone.com. The cereal features UF football coach Urban Meyer "holding up the 2008 National Championship trophy." The cereal is the "sixth in the limited edition series produced in partnership between Florida's Daily Farmers and Gator Sports Marketing" (SUN-SENTINEL.com, 10/15).

FUND RAISER: The GLOBE & MAIL's Dawn Walton notes Alpine Canada will "launch a lottery to make up some" of its C$1M deficit. Over the next few weeks, 3,000 tickets at C$100 each "will become available, with prizes ranging from ski gear to heli-ski vacations with athletes, as well as a trip" to the '10 Vancouver Games. Alpine Canada President Gary Allan said that the "odds of winning something in the ski lottery will be one in four," and that "other fundraising strategies will also be rolled out as Alpine Canada continues to hunt for more corporate sponsorship in a tough economy" (GLOBE & MAIL, 10/16).