SBD/Issue 85/Sponsorships, Advertising & Marketing

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  • At The Movies: Go Daddy Releases One Of Two Super Bowl XLIV Ads

    Watch The Ad's latest Super Bowl ad continues the company's trend of utilizing the sex appeal of driver Danica Patrick. The 30-second spot, one of two ads the company is airing during CBS' coverage of Super Bowl XLIV, is called "Movies" and features Patrick recreating sexy movie scenes. Patrick in the ad first re-creates actress Kelly LeBrock's initial appearance in "Weird Science," wearing a half-shirt and panties. Patrick tells two guys viewing her online, "So, you little maniacs want another domain name?" The commercial then depicts her recreating the iconic scene from "Flashdance" where actress Jennifer Beals is dancing on-stage and is splashed by water while sitting in a chair. The spot ends at this point, with Patrick telling viewers, "See what happens next at" Go Daddy Founder & CEO Bob Parsons said of the ad, "What we decided to do was something different this year. Go Daddy has a reputation to maintain. We need our commercials to be 'GoDaddy-esque,' which is always fun, edgy and a little inappropriate. We kept thinking, 'How do we do that and reinvent it each year?' Well this year, we sure did it." Patrick added, "I get asked a lot about the commercials and … what's made them so successful. I always just say that Bob has really figured how to direct the traffic to the Web site and that's the goal of the commercials because that's what drives his business." Parsons said of the newest ad, "Edgy, fun and wow!" Patrick said the ad was, "Amazing, beautiful and sexy" (Paul Sanford, THE DAILY).

    Go Daddy Productions
    Greg Popp
    Jonas Dolkart, Jim Steiner, Marcus Rhatigan
    Art Director Greg Blair
    Editor Daniel Kinney
    Editorial Co. Pro Video and Film

    BABY ON BOARD: ETrade today announced plans for a set of new ads in its "Talking Baby" campaign, with one ad set to debut during CBS' broadcast of Super Bowl XLIV. Two other spots in the campaign, via Grey, N.Y., will debut during Saturday's two NFL Divisional playoff games -- Cardinals-Saints on Fox and Ravens-Colts on CBS (ETrade).

  • NFL Cardinals Apparel Going Fast During Team's Playoff Run

    Stores Selling Cardinals Apparel
    Likely To See Big Boost In Sales
    The NFL Cardinals' playoff run has "brought a post-holiday boost" to local businesses "at a time when they continue to grapple with a rough economy," according to Andrew Johnson of the ARIZONA REPUBLIC. The businesses "likely seeing the biggest boost on a consistent basis are team-apparel stores." Sales of Cardinals gear are "up as much as 60[%] this year" for Arizona-based sports apparel retailer Sports Venture Inc., which operates 17 stores in Arizona under the name Just Sports. Co-Owner Kelly Roberts said that Cardinals jersey sales specifically are "up [40-50%] over last season's sales." Meanwhile, Anthem, Arizona-based Outlets at Anthem Marketing & Special-Events Manager Allison Friedrichs indicated that the shopping mall's Reebok store "sold over 70[%] of its in-stock NFL Cardinals merchandise Monday," the day after the team's overtime win against the Packers in an NFC Wild Card game. Friedrichs in an e-mail said customers "have been buying anything that they can get their hands on, even if it's not their size." Johnson noted sales of Cardinals merchandise have "helped buoy sales in a down economy." But Phoenix-based Fans and Fashionistas co-Owner Chir Kiff said that retailers, "especially smaller ones" such as her store, "have had trouble locating extra inventory because some apparel cut production this year to save money" (ARIZONA REPUBLIC, 1/14).

    GET YOUR TICKETS: In Phoenix, Mike Sunnucks reported the Cardinals are "seeing an upswing in season ticket demand in the wake of their second straight playoff appearance" and the team's win over the Packers. Cardinals VP/Media Relations Mark Dalton said that the team is "fielding more calls about season tickets and has added staff to meet the demand." Dalton noted that existing season-ticket holders will "have the chance to renew, after which sales staff will contact those" on the team's waiting list. Dalton "did not say how many fans were on the season ticket list" (, 1/13).

    LICENSE TO DRIVE: In Phoenix, Bob McManaman reported Cardinals license plates "will be available to Arizonans" beginning January 31 through the state's Motor Vehicle Division. Of the annual $25 plate fee, $17 "will be donated to Cardinals Charities" (ARIZONA REPUBLIC, 1/14).

  • MSG Sues SpongeTech For Failure To Pay For Ads At Sports Arena

    MSG Sues SpongeTech For Over $430,000
    It Claims It Is Owed For Rangers, Knicks Ads
    MSG has sued SpongeTech for more than $430,000 it "claims it's owed for ads that ran during Knicks and Rangers games, after SpongeTech wrote one bad check and had another returned due to a stopped payment," according to Kaja Whitehouse of the N.Y. POST. The suit, filed this week in state Supreme Court in Manhattan, comes after the Mets' Citi Field sued SpongeTech in Queens Supreme Court for $300,000 it is owed for display ads at the ballpark. The MSG lawsuit indicates that SpongeTech COO Steve Moskowitz "worked out three separate three-year sponsorships to promote the company in and around" MSG during Knicks and Rangers games. MSG Senior VP/Corporate Communications Barry Watkins said that SpongeTech's ads at MSG "have either been taken down or are in the process of being taken down." Whitehouse notes the Yankees, "which also had a sponsorship deal with SpongeTech, broke off their relationship with the company in November at the close of the baseball season." A source said that the Yankees three-year deal had an "out clause after one year" (N.Y. POST, 1/15).

    ON THE MEND? SpongeTech Thursday issued a statement saying the company is working with the Mets to resolve the team's lawsuit "as soon as possible." SpongeTech indicated it intends to get the issues resolved in order to continue its relationship with the team "into the future." The company has worked with over 26 pro sports teams and "plans to continue with many of them going forward" (SpongeTech).

  • Reebok To Exclusively Sponsor Lacrosse Film "Crooked Arrows"

    Reebok will be the exclusive sponsor of "Crooked Arrows," an independent movie "set in the world of lacrosse" that is set to be released in '11, according to Andrew Hampp of AD AGE. Reebok will promote its "9K product line of lacrosse equipment and apparel, along with its 10K lacrosse sticks." The company will also "outfit the film's players in everything from protective equipment to pleated footwear." Talks with Reebok "began almost a year ago," when "Crooked Arrows" Marketing Dir Jacques Vroom and the film's producers met with Reebok Senior Product Manager for Lacrosse Chad Wittman. Wittman was "ultimately sold on how many marketing opportunities Reebok could create for the movie with its own marketing and retail partners to help promote the film and ultimately drive sales of its lacrosse products to a much larger audience than the one currently afforded by limited lacrosse-themed media properties." Another factor in the partnership is that "Crooked Arrows" will be the "first major-motion picture to focus exclusively on the sport of lacrosse." That gives Reebok the opportunity "to achieve a branding moment on par with Easton Sports' famed integration into 'The Mighty Ducks.'" Hampp noted brands have been "called on to help curb production costs ... with increased frequency," though for independent films, it is a "much more difficult task to attract name brands without the ability to pair them with A-list talent or a top-tier studio." However, Reebok's "early involvement has helped the film's producers secure a bulk of their financing, and also guarantees distribution for a nationwide release of at least 250 theaters" (, 1/13).

  • Marketplace Roundup

    Donald Reportedly Signs
    New Deal With Mizuno
    GOLFWEEK's Alex Miceli cited sources as saying that golfer Luke Donald has "signed a new deal with Mizuno" that will keep him affiliated with the brand for at least three more years. Donald will play Mizuno clubs and "display the company logo on his bag and hat, similar to his previous agreement." Mizuno did not renew its contract with golfer Brian Gay, who subsequently "signed a two-year deal with TaylorMade for the bag and the side of his hat." Gay is still playing Mizuno irons (, 1/13).

    LIVING THE HIGH LIFE:'s Woody Hochswender reported adidas has introduced an "elegant, high-end golf fashion line" called AdiPURE, designed to "appeal to the country club customer -- with nary a three-stripe logo in sight." The centerpiece of the line is a "sanded" golf shirt, "made of a fabric processed to give it an exceptionally smooth and silky feel." The line, which also includes sweaters, rainwear and shoes, is a "bit dressier than Adidas Golf's usual offerings" (, 1/14).

    KICK OFF: Armani has released new ads featuring Real Madrid MF Cristiano Ronaldo, the first since he replaced Galaxy MF David Beckham as the face of the Emporio Armani Underwear and Armani Jeans lines. The ads will be used in the company's "Spring Summer 2010 advertising campaign in sport, fashion and lifestyle magazines and on signature billboards" in cities such as L.A. and N.Y. (, 1/15).

    ROUNDUP: BB&T has agreed to serve as the primary sponsor for Richard Childress Racing’s No. 33 Chevrolet driven by Clint Bowyer for eight NASCAR Sprint Cup Series races this season. BB&T will serve as an associate sponsor for the other 28 events (, 1/14)....Braun Racing, a longtime NASCAR Nationwide Series team, is "expanding into the Sprint Cup Series" this season for "at least five races" with driver Reed Sorenson, including the Daytona 500 (CHARLOTTE OBSERVER, 1/15)....IOC TOP sponsor Coca-Cola will equip 550 vending machines in Vancouver during the Olympics with the "new Visa pay-Wave contactless terminals, allowing customers to simply 'wave and go' when buying a Coke" (VANCOUVER SUN, 1/15).

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