SBD/Issue 34/Sponsorships, Advertising & Marketing

Marketplace Roundup

 
Kia Motors returned as the presenting sponsor of the NBA's "Tip-Off Week," and the automaker will use a "beefed-up national activation plan" around the campaign. Kia planned to activate with "'street team' promotions in 13 NBA markets and will increase its media buy on ESPN." The company, which has been an NBA partner since '08, also is sponsoring a ticket sweepstakes on ESPN.com (SPORTSBUSINESS JOURNAL, 10/26 issue). Kia is a "long-standing partner of ESPN, having served as presenting sponsor of the network's NBA Shootaround pre-game show since 2003" (MEDIAWEEK.com, 10/28).

KNIGHT LIGHT: In Orlando, Iliana Limon noted Univ. of Central Florida (UCF) basketball player Marcus Jordan yesterday responded to criticism about his desire to wear Nike shoes though his team has a deal with adidas. Jordan, the son of Basketball HOFer Michael Jordan, has been "under fire since a rift between UCF and adidas over his shoes came to light," and yesterday on his Twitter feed wrote, "Lol are people still talking about my shoes?? Just come out Nov. 13 and watch US, the UCF KNIGHTS, play! then ask questions or make comments." Limon wrote Jordan has been "handling the issue well" (ORLANDOSENTINEL.com, 10/28).

ONE MORE ON THE LEDGER: Russian apparel brand Bosco Sport has signed on as the "leading domestic sponsor" of the '14 Sochi Games in a deal valued at more than US$100M. The deal also makes Bosco Sport the exclusive outfitter of Russia's Olympic teams through the '16 Rio de Janeiro Games. Sochi Games organizers said that they have raised more than US$850M in domestic sponsorship revenues to date and "hope to top" the US$1B mark (AP, 10/28).

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