Marketplace Roundup

High Road Sports ProTour Cycling Team To Compete As HTC-Columbia In '10

ROAD.cc's Simon MacMichael reported High Road Sports has announced that its ProTour Cycling team is "reversing its sponsors' names this year, meaning that this year it will race under the HTC-Columbia name." No reasons "were given for the switch, although presumably it is designed to give slightly more emphasis to smartphone brand HTC, which came on board as team sponsor shortly before last year's Tour de France" (ROAD.cc, 1/11). Meanwhile, HTC-Columbia "has partnered with" nutrition specialists Science in Sport (SiS). The team "will exclusively use SiS energy, hydration and recovery products, including isotonic energy gel Go Gel, energy drinks GO, PSP22 as well as recovery drink Rego" (ROADCYCLINGUK.com, 1/11).

HOOTIN' AND HOLLERIN': In West Palm Beach, Tom D'Angelo reported Florida Atlantic Univ. (FAU) has signed an agreement with adidas to outfit its sports teams, ending a six-year association with Nike. FAU AD Craig Angelos: "We felt it was time to make a switch to adidas for our all-sports apparel deal." FAU does "not receive any money" in the deal, but the school receives $100,000 in complimentary gear once it spends $250,000. For every $50,000 spent over the $250,000, the school receives "another $25,000 of free stuff" (PALMBEACHPOST.com, 1/11).

DRIVING TO THE BANK: In Manchester, Mark Sweney reported F1 driver Lewis Hamilton will appear in an ad campaign for Spanish bank Santander. The TV campaign was developed by WCRS, London, and debuted last night as "part of a multimillion-pound marketing push that includes press, outdoor, in-store and online ads." The 60-second spot "features the construction of a massive road bridge using Lego-style red building bricks, which ties in with the bank's flame-red branding, as a metaphor for its strength and stability." It features Hamilton "assisting in the construction of the bridge" (GUARDIAN.co.uk, 1/11).

KEEPING UP WITH MR. ODOM: Lakers F Lamar Odom "recently launched his Rich Soil clothing line at trendy L.A. boutique Kitson." Odom: "I'm more than just the person that funds it. I look over all the designs and come up with designs myself. It's something that I've always been interested in and wanted to do" (ESPN.com, 1/10).

------------------------------- AWARDS NOTIFICATION -------------------------------

Sports Business Awards Entries Due.

They create new ideas and technologies. They put on the best sports events. They are the best sponsors. But, who are they? Be a part of the Third Annual Sports Business Awards. Submit your entry today for the best – Sports Sponsor; Talent Representation and Management; Corporate Consulting, Marketing and Client Services; Property Consulting, Sales and Client Services; Sports Event Marketing; and Sports Technology.

Don’t delay – the deadline is Friday, January 15. To submit an entry, go to www.sports-business-awards.com.

------------------------------- AWARDS NOTIFICATION -------------------------------