SBD/Issue 28/Sponsorships, Advertising & Marketing

Marketplace Roundup

HBC's Red Mittens For '10 Games
Have Become Runaway Bestseller
In Vancouver, Bruce Constantineau reported the red mittens Hudson's Bay Co. (HBC) created as part of the Canadian Olympic team clothing line for the '10 Games "have become a runaway bestseller." More than 105,000 pairs of the C$10 mittens have sold since going on sale October 1. HBC officials said that the "surging demand for the mittens is outpacing supply,"  and about 500,000 more pairs are "expected to arrive in Canada by the end of October." VANOC Dir of Licensing & Merchandising Dennis Kim: "It seems to be such an iconic keepsake and souvenir and a lot of people see this as the 'It' item right now." Around 1 million pairs are expected to be sold by the end of the Vancouver Olympic and Paralympic games (VANCOUVER SUN, 10/20).

HITTING THE SLOPES: In Boston, Donna Goodison reports New Balance is "jumping into action sports with the launch of a snowboarding line." New Balance has "partnered with California snowboarding brand 686 on the '686 Times New Balance' collection of snowboard boots, sneakers, jackets and T-shirts." New Balance will debut the collection tomorrow night at the Concepts sneaker store in Cambridge's Harvard Square outside Boston (BOSTON HERALD, 10/21).

Blanco Signing Autographs
During Appearance In Chicago
HOT AS FIRE: MLS Fire MF Cuauhtemoc Blanco is one of three soccer players on the cover of the new North American version of EA Sports' "FIFA Soccer 10," and in Chicago, Nick Firchau reported fans Monday "welcomed Blanco and a host of other Fire players to the Best Buy at the John Hancock Center to officially launch the game." Blanco: "I'm very happy. Growing up and playing the game as a little boy, I never dreamed of something like this. I never thought I would be on the cover of a video game" (CHICAGO SUN-TIMES, 10/20).

DRIVING IN CIRCLES? In Indianapolis, Curt Cavin reported news of a new title sponsor for the IndyCar Series "should come later this week or early next week." Cavin: "We'll see. If it happens in this round, it will be Izod" (, 10/20).

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