SBD/Issue 48/Sponsorships, Advertising & Marketing

Marketplace Roundup

Florida-based human resources firm FrankCrum has signed a multi-year sponsorship making it the "official and exclusive payroll and human resource service provider" of the Lightning and St. Pete Times Forum. FrankCrum "will provide other services to the Lightning such as employment tax expertise and unemployment claims management." The company also "will be the team's exclusive provider of staffing services." One of the arena's two 50-person corporate suites "will be rebranded as 'The FrankCrum Club.'" The deal runs until '12 (ST. PETERSBURG TIMES, 11/18).

PRIVATE EYES: The Blackhawks have partnered with Chicago-based The PrivateBank for the '09-10 season, in which the bank becomes the presenting sponsor of each first-row seat on the 100 level of United Center for Blackhawks games. The PrivateBank also will be the presenting sponsor for the team's Heritage Nights honoring former Blackhawks RW Jeremy Roenick and Hockey HOFers Stan Mikita and Tony Esposito, and will have additional in-arena and Web site presence (Blackhawks).

Alaska Airlines, Apolo Anton Ohno
Unveil Specially-Themed Boeing 737
LAUNCH OF THE APOLO MISSION: Alaska Airlines and U.S. Gold Medal-winning speedskater Apolo Anton Ohno yesterday unveiled a specially-themed Boeing 737. Design elements include Ohno's image on the fuselage and an invitation to "Follow Apolo" at www.followapolo.com in his quest for a Gold Medal at the '10 Vancouver Games. Passengers traveling on the jet will receive Ohno trading cards, copies of Ohno's signature bandana and press-on faux facial hair. The plane's route will be Seattle to L.A. to Vancouver (Alaska Airlines).

ROCKY ROAD: Coors Light and TiVo this week are debuting an advertising program that gives the beer brand a prominent presence on the TiVo user interface during NFL telecasts. Coors Light prompts will appear during NFL programming and on TiVo Central, as well as whenever viewers pause or delete NFL telecasts. The prompts will allow fans to visit the Coors Light NFL Showcase, which features special content. The effort will continue through the Super Bowl (TiVo/MillerCoors).

GOING FOR THE GOAL: Soccerade, the sports drink endorsed by Real Madrid MF Cristiano Ronaldo, is "targeting school football teams with a promotional marketing campaign for its UK launch." The brand has launched a promo with freestyle soccer performer John Farnworth "to search for the UK 'Soccerade Dream Team.'" Winners "will be awarded a minibus for their school team" (BRANDREPUBLIC.com, 11/16). The drink is "currently available in Germany, Iceland and Portugal with plans to launch in 60 further countries" (MARKETINGWEEK.co.uk, 11/16).

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