SBD/Issue 76/Sponsorships, Advertising & MarketingPrint All
Woods No Longer Featured
On AT&T National Web Site
BRAND AWARENESS: The N.Y. TIMES' Belson noted AT&T, which had "earlier said it was evaluating its relationship with Woods," was "focused on using him to boost its brand." Marketing experts said that using Woods in this way "made it easier to justify cutting ties when his reputation took a hit." Univ. of Oregon Warsaw Sports Marketing Center Managing Dir Paul Swangard: "These are companies affiliated with him for things not having to do with his core ability." Swangard said sponsors like AT&T "rely on the larger brand equity, the attributes beyond Tiger's phenomenal athletic talent" (N.Y. TIMES, 1/1). UCF DeVos Sport Business Management Program Associate Dir Bill Sutton said that the Woods scandal has "made him an unattractive pitchman for companies ... using him to promote 'a product related to his lifestyle.'" But Sutton added that he "expects sports companies will remain with Woods." Sutton: "Nike's got warehouses full of golf clubs. Upper Deck has tons of autographed items from him. They're not going to give up on him" (ORLANDO SENTINEL, 1/1).
Chevron Could Be Next Sponsor
To Cut Ties With Woods
TOURNEY TALK: Sports business writer Tim Lemke wrote AT&T retaining its sponsorship of the AT&T National "makes perfect sense." By sponsoring a tournament, AT&T "gets to do a lot of corporate hospitality and its name and logo are emblazoned everywhere, regardless of whether Woods is even present." AT&T's contract with Woods "may have had included a morality clause, giving AT&T the right to get out," but it is "unclear on what grounds AT&T could back out of the tournament deal" (TIMLEMKESPORTS.com, 12/31). Brandywine Conference & Visitors Bureau Exec Dir Tore Fiore said of the announcement Woods will not host this year's AT&T National at the Aronimink Golf Club in Pennsylvania, "The hotels in the area ... have already had bookings, not only on the domestic level but on the international level. Does it put a damper on it? Yeah." Fiore added that tourism officials "plan to meet for a second time" this week with the Tiger Woods Foundation to "discuss how to market the event 'sans' Tiger" (PHILADELPHIA INQUIRER, 1/1).
VIVA LAS VEGAS: In Las Vegas, Richard Velotta reported the Las Vegas Convention & Visitors Authority (LVCVA) will meet later this month with its ad agency, R&R Partners, to determine if the city's "What happens here, stays here" ads "can be aired during the Super Bowl." Other tourism companies said that they are "working to capitalize" on the NFL’s "modified ad policy that would lift a ban that prevented cities with legalized gambling to run TV spots during" the postseason. The new rule "allows Las Vegas to advertise, but it still prohibits ads featuring specific hotels and casinos or any gambling references or imagery." Although some of the Las Vegas ads are "set in resorts, others don't have any gambling or individual property reference." Meanwhile, travel Web site Vegas.com "plans to advertise during the playoffs and possibly the Super Bowl." The Vegas.com ads "don't show casinos or gambling images" (LAS VEGAS SUN, 1/1).
Northern Trust Plans To Cut Entertainment
Budget This Year After Controversy In '09
SBS' Contract To Title Sponsor This Week's
PGA Tour Event Has Yet To Be Finalized
THIRST QUENCHER: In Las Vegas, John Edwards reported energy-drink company Xyience Inc. liquidating trustee David Herzog is suing Zyen LLC, an affiliate that is managed by Fertitta Enterprises, and "wants the court to seize the energy-drink company on behalf of the Xyience estate." Herzog is accusing Fertitta Enterprises, whose family members own the UFC, and others of "pursuing a 'lend-to-own' strategy to gain control of Xyience, rather than buying out company shareholders." Gordon Silver Managing Partner Greg Garman, who repped Fertitta Enterprises in the Xyience bankruptcy, in an e-mail said, "We have reviewed the complaint. The (trustee) is new to the case and his factual conclusions are incorrect. These claims were previously brought by other parties and dismissed by the court" (LAS VEGAS REVIEW-JOURNAL, 12/31).
SOUVENIR SHOP: The Collegiate Licensing Co. and Disney Consumer Products have partnered on a line of souvenir T-shirts that bear the logos of the teams participating in the BCS National Championship -- Alabama and Texas -- as well as Rose Bowl winner Ohio State, alongside Disney characters. The T-shirts are available today and will be sold at www.DisneyStore.com and Disney Store locations in the markets of the participating colleges. Proceeds will help support the participating schools, the BCS and the Rose Bowl (CLC).
A RUNNING START: Mizuno has signed an extension with the ING Georgia Marathon and Half Marathon to remain as the Official Footwear and Apparel Supplier for the March 21 race (Mizuno).