SBD/Issue 35/Sponsorships, Advertising & Marketing

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  • DC Lottery Breaks Commercial Featuring "Snyder" Character

    Watch The Clip
    The DC Lottery recently filmed a commercial featuring a character named Snyder "being tarred and feathered," but rather than "running from the connection" to Redskins Owner Dan Snyder, the lottery "decided to have some fun with it," according to Dan Steinberg of the WASHINGTON POST. MDB Communications President & CEO Cary Hatch, whose ad agency is behind the 30-second spot, claims that the character named Snyder is not connected to the Redskins owner, but rather an "inside joke" for her son and husband, coincidentally named Doug Snyder. Hatch said, "We thought it was safe." In the ad, Snyder -- the only named character -- decides to join his company's office lottery pool, and is "tarred and feathered as part of his recruitment." Steinberg notes people in DC "started using that last name an awful lot around the water cooler" in recent weeks with the Redskins' struggles, and DC Lottery and MDB execs "realized that in this particular climate, in this particular town, it was going to be hard to ignore the sight of a man named Snyder being tarred and feathered." However, instead of editing the spot, set to debut next week, the lottery advertised an invitation to "See Snyder get tarred & feathered" at The ad earlier this week got "more than 3,000 page views in 48 hours" after being linked on Hatch, a longtime Redskins fan, said, "Sometimes timing is everything in life, right? We never could have foreseen this. ... We shot this commercial a month ago, prior to the meltdown. Sometimes things happen that ignite, and this would be one of them" (WASHINGTON POST, 10/30).

  • Federer To Serve As Global Ambassador For Lindt Chocolates

    Federer Becomes Lindt & Sprungli's
    First Celebrity Endorser
    Switzerland-based chocolate manufacturer Lindt & Sprüngli has formed a long-term partnership with tennis player Roger Federer, who will serve as a global brand ambassador for the Lindt chocolate brand. Terms of the deal were not disclosed. The agreement marks the first time in the company's 160-year history that it has linked its name to a celebrity endorser (Lindt & Sprüngli). BRANDWEEK's Alex Palmer reported while "details have not yet been fully worked out," the deal "will likely include print advertisements and a promotion for Lindt's Les Grande chocolate tablets." The ads would be "tied around the fact that the Les Grande chocolates have the most nuts of any chocolate bar." Federer's ambassador role "will be promoted alongside Lindt's Maitres Chocolatier global television ads, which feature the company's chocolate-makers preparing and testing their new products." Palmer wrote the "Swiss roots of Federer and his championship status made him a natural choice for the world's leading brand of premium chocolates" (, 10/29). BRAND REPUBLIC's James Quilter reports the ads "will also link into Federer's charity The Roger Federer Foundation, which funds education in underdeveloped areas of the world" (, 10/30). Federer has deals with Nike, Mercedes-Benz, Rolex, Wilson, Gillette and NetJets, among others (THE DAILY).

    CLOSE SHAVE: P&G’s Gillette brand Thursday night during Fox’ broadcast of Phillies-Yankees World Series Game Two introduced a new Fusion TV spot, via BBDO, N.Y., featuring Yankees SS Derek Jeter. The spot features Jeter’s highlight-reel catch in which he ended up in the stands during an ’04 game against the Red Sox. The commercial ends with Jeter emerging from the stands with several cuts on his face followed by the copy, “A guy’s face take’s enough abuse. Proven performance on sensitive skin” (THE DAILY).

  • Sailing Along: Favre's Vikings Jersey Remains NFL's Top Seller

    Vikings QB Brett Favre's No. 4 jersey remained the top seller at for the time period from April 1-October 29. Favre, Steelers S Troy Polamalu and Bears QB Jay Cutler all retained their No. 1, No. 2 and No. 3 jersey sales rankings, respectively, from the April 1-September 30 time period. The top 10 players remained the same, though notable changes included Patriots QB Tom Brady rising from No. 8 to No. 4 and Eagles QB Michael Vick falling from No. 5 to No. 10 (NFL).

    Vikings QB Brett Favre
    Ravens QB Joe Flacco
    Steelers S Troy Polamalu
    Packers QB Aaron Rodgers
    Bears QB Jay Cutler
    Steelers WR Hines Ward
    Patriots QB Tom Brady
    Saints QB Drew Brees
    Giants QB Eli Manning
    Falcons QB Matt Ryan
    Vikings RB Adrian Peterson
    Chargers RB LaDainian Tomlinson
    Jets QB Mark Sanchez
    Cardinals WR Larry Fitzgerald
    Steelers QB Ben Roethlisberger
    49ers LB Patrick Willis
    Cowboys QB Tony Romo
    Giants RB Brandon Jacobs
    Eagles QB Michael Vick
    Cowboys RB Marion Barber
    Colts QB Peyton Manning
    49ers RB Frank Gore
    Cowboys TE Jason Witten
    Vikings DE Jared Allen
    Bills WR Terrell Owens

  • FanCar Offers Fans Chance To "Sponsor" Sprint Cup Series Cars

    NASCAR Fans Can Sign Up To
    Have Their Name On FanCar For $20
    NASCAR fans for $20 can sign up to "get their name on the car of an established team owner with a driver already in place" via, according to David Newton of FanCar is scheduled to debut at the season-ending November 22 Sprint Cup Series Ford 400 at Homestead-Miami Speedway, and the "owner and driver will be announced on Monday, so fans will know whom they're backing." If the program works, FanCar Founder Matt Ferguson "plans to have another FanCar in the 2010 Daytona 500 and as many races as he can next season." He may try and sponsor two cars if it "works really well." Newton noted fans can register at and contribute $20, and for that each person "gets his name or the name of a friend or family member on the car, a vote to decide the design of the car, a vote to decide the message on the side of the car, an e-certificate confirming he is an official sponsor and exclusive inside content about what's going on with the car." Ferguson: "I don't skim off the top. It's the car owner's money -- not mine. I take nothing. It's written in the contract." Newton wrote FanCar will take a "lot of participation ... to succeed." Newton: "Realistically, it will take 10,000 or more fans to make it worth an owner's expense because it costs $200,000 to $500,000 a weekend for one car" (, 10/29).

    MOVING ON: RAB Racing driver John Wes Townley, who drives the No. 9 Nationwide Series Ford, and sponsor Zaxby's "will be leaving the organization at the conclusion" of the '09 Nationwide Series season (, 10/29).

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