Marketplace Roundup

In Ft. Lauderdale, Sarah Talalay noted Heat G Dwyane Wade last month "held a 'brand summit' with his endorsement partners to plan his advertising and marketing messaging for this season." Wade said, "You want everyone you're endorsing and partners of, to all be on the same page and tell a story, you don't want everyone coming out with something different and telling different stories." More Wade: "It's an opportunity to see the plans and say OK Gatorade is doing this, Jordan Brand we don't have to do this, we can concentrate on this part. It's just about getting everybody to work together." Wade said he would like to partner with "car and food and maybe some other" companies in the future. Wade: "Personally I want to do maybe Calvin Klein" (SUN-SENTINEL.com, 10/27).

Ravens-Themed Plane Part Of AirTran Airways' Strategy To Further Benefit From NFL Teams

TAKING FLIGHT: In Baltimore, Andrea Walker notes the Ravens-themed AirTran Airways Boeing 717, unveiled yesterday by the team and airline, is "part of a marketing strategy by the airline to further benefit from the NFL teams with which it has sponsorship arrangements." Ad agency TBC, Baltimore, Exec VP Howe Burch said, "It's a good marketing tool for both the Ravens and AirTran. It's a smart extension of their sponsor partnership." AirTran execs said that it "will be hard to track whether the planes boost ticket sales," but fans "may choose to book tickets with the airline with hopes of riding on the Ravens-inspired plane." Walker notes though AirTran has been the Ravens' official airline the past seven years, this is "one of the most visible displays of the relationship" (Baltimore SUN, 10/28).

MAKING THE TURN? PGA Tour Exec VP & COO Rick George said that soon after this week's PGA Tour Viking Classic at Annandale Golf Club in Mississippi, the Tour "will begin negotiations to extend contracts with Viking and Century Club Charities, the nonprofit that runs the event." The contract for the event expires after next year's tournament, and George said that there is "no reason to believe Viking won't extend its contract" (Jackson CLARION LEDGER, 10/25).