SBD/Issue 84/Sponsorships, Advertising & Marketing

Marketplace Roundup

AD AGE's Bradford Wernle reported Dodge will air a 60-second spot during CBS' telecast of Super Bowl XLIV, becoming the first U.S. auto manufacturer in the game "in a year when Super Bowl advertising will be dominated by automotive imports." Chrysler Group's brands "have not run a national ad on the Super Bowl for several years, though they have run regional commercials in recent years during the game." The "last national Super Bowl spot was in 2005 and featured the Dodge Magnum." Wieden & Kennedy, Portland, will create the spot (, 1/13).

STILL ON TOP: In a special to the DALLAS MORNING NEWS, Phil Miller writes Vikings QB Brett Favre's stature as a "beloved football icon has hardly been diminished" by his decision to return to the NFL. Miller: "There can be no stronger proof than this: In a city [Minneapolis] that cultivated a caustic hatred of him for 16 years, the former Green Bay quarterback is now the most popular Viking." Favre's No. 4 jersey "outsold all other NFL players' this season," and the Vikings' merchandise catalog "opens with two pages of Favre-specific gear." Vikings home games at the Metrodome "resemble a Favre family reunion, so popular is his brand" (DALLAS MORNING NEWS, 1/14).

Saints Players Came Up With Idea
For T-Shirt Featuring Team Mantra
TRUE SAINTS: In New Orleans, Mike Triplett reports Saints players "came up with the idea to produce and sell official players' T-shirts with their 'Finish Strong' mantra, and they're hoping fans will wear them Saturday" for the team's playoff game against the Cardinals. The front of the shirts read, "Our City, Our Home," and the back says, "Finish Strong." Saints QB Drew Brees said that "all proceeds will be distributed back into the city of New Orleans" (New Orleans TIMES-PICAYUNE, 1/14).

LENDING A HELPING HAND: In Knoxville, Josh Flory reported while some Univ. of Tennessee football fans "have apparently taken to burning" T-shirts related to former coach Lane Kiffin, local apparel store Hound Dogs co-Owner Dan Burks "has a better idea." Burks yesterday said that "any customer who brings in an 'It's Time' T-shirt can get 20[%] off the purchase of a new shirt," and that he will "ship the old shirts to Haiti, which was devastated by an earthquake on Tuesday" (, 1/13).

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