Marketplace Roundup

In N.Y., Stuart Elliott reported Spike "plans to begin on Wednesday a campaign to entice guys who like sports to watch a coming series, 'Blue Mountain State,' about a fictional football team at a fictional university." The series, scheduled to start January 12, is "getting a big build-up that will include a giant billboard in Times Square, viral video clips, a section of the Spike Web site and a national tour of 14 real university campuses," including the Univ. of Florida and USC. The "initial campaign is centered on a character from 'Blue Mountain State' named Thad Castle." The campaign "faithfully mimics, and parodies, recent efforts in real life by universities to land the Heisman for their star football players." The campaign was created internally at Spike and the show "will be the first original scripted comedy series for Spike" (NYTIMES.com, 11/11).

HELMET HEIR? In Toronto, Mark Zwolinski reports Cascade Sports' new helmet, which is endorsed by Hockey HOFer Mark Messier, is "now being worn by eight NHLers, including" Maple Leafs D Garnet Exelby. Exelby said that he "donned the Cascade helmet because he believes it offers the best protection on the market." Meanwhile, Zwolinski notes the helmet has "caught the eye of" Maple Leafs President & GM Brian Burke, who said, "I like that helmet. I want to get it with" the AHL Toronto Marlies, a Maple Leafs affiliate (TORONTO STAR, 11/12).

BINGO WAS ITS NAME-O: The Ducks and Honda Center operator Anaheim Arena Management announced a sponsorship deal that gives San Manuel Indian Bingo & Casino exclusive naming rights to the venue's premium level. Per the deal, the San Manuel logo and casino signage will be seen throughout the level, and all of the arena's seats will be outfitted with custom cup holders. Honda Center club seat and suite holders will have exclusive offers for the casino’s gaming, dining and entertainment amenities (Ducks).