SBD/Issue 43/Sponsorships, Advertising & MarketingPrint All
Pilot Pen Has Sponsored New Haven
Tennis Tournament Since '96
X FACTOR: In Connecticut, Dave Solomon writes the event's "X factor" could be Yale Univ., "which is said to be solidly behind the longevity of the tennis tournament on their grounds." Yale "isn't in the tournament sponsorship business, but its powerful (and affluent) alumni dot every countryside." For some of the int'l companies "run by these men and women from Yale," $1.5M is "like loose change." Meanwhile, Solomon notes there is "no consideration at this point to making this a men's-only or women's-only event" (NEW HAVEN REGISTER, 11/11).
In U.S. And Mexico
RISING TO ANOTHER LEVEL: YAHOO SPORTS' Martin Rogers noted Pacquiao's popularity "has gone stratospheric" since defeating Oscar De La Hoya and Ricky Hatton in his past two fights. Pacquiao in his homeland of the Philippines has "morphed from a source of pride to a symbol of hope, and taken on a status that borders on mythological." He has become a "cultural phenomenon," but while "many love to portray the evolving Pacquiao story as an uplifting tour de force of humanitarianism and joy in the face of adversity, reality is somewhat different." The "inevitability that his name, status and popularity would be hacked into by parasitic outsiders is already well under way" (SPORTS.YAHOO.com, 11/10).
"Colbert Nation" Has Raised $202,000 For U.S.
Speedskating During First Week Of Partnership
WINNER OF A DEAL: UNIVERSAL SPORTS' Alan Abrahamson wrote the sponsorship is a "win-win all around," as "all will benefit because of the attention and the audience -- that elusive younger demographic -- that Colbert brings." Abrahamson: "Prediction: We all will be hearing the funny new Colbert riff -- 'U-Ice-A!' -- many times between now and the Feb. 28 end of the Vancouver Games. Or if that doesn't stick, some other clever shtick" (UNIVERSALSPORTS.com, 11/10).
The Univ. of Arkansas (UA) and Nike have agreed to terms on a five-year all-sports agreement that will provide the school with footwear and apparel for all 19 intercollegiate sports teams. Nike will become the exclusive provider for UA athletics beginning July 1, 2010 (UA). In Arkansas, Todd Gill noted the school's contract with adidas expires next year. UA Vice Chancellor & AD Jeff Long said, "Nike is the most coveted brand in collegiate athletics and has a tremendous reach in the United States and worldwide" (FAYETTEVILLEFLYER.com, 11/10). Nike provided apparel for UA for two years before adidas "stepped in with an all-sports deal in 2003" (WHOLEHOGSPORTS.com, 11/10).
ESPN's "SportsNation" Debates Whether
Brady Or Manning Is The Preferred Endorser
SAFETY VALVE: Steelers S Troy Polamalu appeared on NBC's "Late Night" last night, where host Jimmy Fallon noted, "You're on the cover of Madden ..." Polamalu interrupted and said, "No!" Fallon: "There's a Madden curse." Polamalu: "No, don't talk about it." Polamalu missed four games after injuring himself in the season opener against the Titans, and Fallon noted that must mean "the Madden curse exists. Maybe?" Polamalu: "That's why you have to have Head & Shoulders to counteract the Madden curse. I'm sorry, I had to put the plug in" ("Late Night," NBC, 11/10).
JUSTIN TIME: In Phoenix, Nick Piecoro reports D'Backs RF Justin Upton last month was the team's only player to attend a "summit at a downtown hotel that was set up by the team for its sponsors, a sign the club is looking to raise his visibility within the community." D'Backs President & CEO Derrick Hall: "Just by performance, he's already becoming a public face. It's a willingness on his part, too, to take on more of a recognizable role." Hall said that the team "has been careful not to put too much pressure on any individual players to become the 'face of the franchise,' but Upton's performance and comfort level seem to be shifting that." Hall: "He's getting better and better with interacting with fans and sponsors, and his personality is starting to come out" (ARIZONA REPUBLIC, 11/11).
CREATIVE SOLUTION: Brawn GP F1 Team Principal Ross Brawn "has effectively admitted that he will not match Jenson Button's wage demands, saying his team would instead offer the driver greater freedom to negotiate his own sponsorship deals." Brawn: "We can offer a higher proportion of driver freedom and that will probably be the route we will go. Jenson has some freedom for his own endorsements but has a commitment to meet our obligations" (Manchester GUARDIAN, 11/11).
NOTES: Tennis player Sam Querrey has signed a multi-year deal with K-Swiss to wear the company's footwear and apparel beginning the first of next year. Querrey also will contribute to the collaborative design process for the brand. The No. 24-ranked Querrey joins Mardy Fish as a K-Swiss endorser. Querrey had worn adidas since '06 (THE DAILY)....Izod IndyCar Series driver Sarah Fisher renewed her contract with AAA Hoosier Insurance. AAA will continue as a personal sponsor of Fisher and an associate sponsor of her No. 67 Honda powered by Dallara for the '10 and '11 Indianapolis 500 (IBJ.com, 11/10).
Under Armour Founder & CEO Kevin Plank appeared on CNBC’s “Power Lunch” yesterday, where the net's Jane Wells noted the company is "reassessing" its shoe strategy. Plank said, "We are continuing to look at what we see as Under Armour being a growth company." He noted the company has "five levers of growth that we've been talking about" -- men's apparel, women's apparel, footwear, international and direct consumer. Plank: "What you see from us is that we've got the ability to pull on these levers and be patient and prudent with how aggressive we want to grow. Footwear for us continues to be an enormous opportunity." Under Armour released its first line of athletic cleats in '06, and Plank said, "From football cleats to baseball cleats to training shoes and then into running shoes this year, each one of those has been a learning experience. So what we're saying in 2009 is that we're looking to become excellent in the categories we're in" ("Power Lunch," CNBC, 11/10).
AirTrain Airways And Colts Unveil Custom-
Painted Boeing 717 As Part Of Their Deal
BUCKING TRADITION: In Columbus, Rob Oller reports Ohio State Univ. (OSU) football fans are "upset about the tribute uniforms the Buckeyes plan to wear" for the school's November 21 game against Michigan. The uniforms will be unveiled Sunday on OhioStateBuckeyes.com and reportedly include a "white helmet with a red stripe and numbers on the side; a white and gray jersey with web-like stitching on the shoulders; and gray pants with a red block 'O' on the hip." Oller writes, "Generally, those who consider the alternate uniform a fashion faux pas break into three camps, with some crossover: those who see no reason to mess with tradition; those who think the tail (Nike) is wagging the dog (OSU); and those bothered by the historical inaccuracy of the uniforms" (COLUMBUS DISPATCH, 11/11).
WITH OR WITHOUT CREAM? Starbucks will introduce its VIA Ready Brew instant coffee to NASCAR fans during this weekend’s races at Phoenix through an extensive trackside sampling program. A fleet of Starbucks golf carts will blanket Phoenix Int’l Raceway Friday through Sunday as brand ambassadors pass out samples of the instant coffee. As part of the weekend activation, Starbucks and VIA Ready Brew logos will appear as associate sponsors on Earnhardt Ganassi Racing’s (EGR) No. 1 Chevrolet driven by Martin Truex Jr. Starbucks VIA Ready Brew is available in both Starbucks retail outlets and Target stores. Target sponsors EGR (Michael Smith, SportsBusiness Journal). Meanwhile, ESPN.com's David Newton reported EGR "will remain with Chevrolet" after reportedly meeting last week with reps from both Chevy and Toyota (ESPN.com, 11/10).