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SBD/Issue 86/Sponsorships, Advertising & MarketingPrint All
NBC Has Sold 92% Of
Its Revised Sales Goal
HOW THE WEST WAS LOST: NBC last week disclosed that its primetime coverage of the Vancouver Games would not be live on the West Coast, and in Seattle, Ron Judd wrote if NBC "really believes most people want to be spoon fed" Olympic coverage "only after dark, but knows that some other malcontents prefer to watch sports live, why not do both?" Using a "cable network to put morning events on in the morning" would be a "win-win." But Judd wrote that will "never happen under" NBC Sports & Olympics Chair Dick Ebersol's leadership. Judd: "Which is another good reason to give the Olympic contract to a network that treats the Olympics as a live event, not schlock content to be repackaged at its own convenience" (SEATTLE TIMES, 1/17).
FAILED DEFENSE: In N.Y., Lauria & Covert wrote Ebersol's defense of the decision to return Jay Leno to late night was a "lame attempt to control the carnage created by NBC management's latest late-night screw up." Ebersol said disappointing ratings for Conan O'Brien's "The Tonight Show" were the reason for the move, but Lauria & Covert wrote, "Excuse us, but aren't Ebersol and [NBC Universal President & CEO] Jeff Zucker paid to make programming bets? Aren't they precisely the people who should be blamed for making the wrong ones? By the way, Dick, nice job on all that red ink soon to be spilled on your Winter Olympics bet. Who should be blamed for that one, Shaun White?" Ebersol's comments regarding the late night move are "not just ruthless, they're disingenuous" (N.Y. POST, 1/18).
Tebow, His Mother Will Share Personal Story
In Focus On The Family Super Bowl Ad
MAKING AN EARLY IMPRESSION: In Miami, Joseph Goodman wrote, "This is fascinating stuff. Pro athletes, especially those as recognizable as Tebow, hardly ever take public stands about anything let alone something as divisive as abortion." However, the move "isn't exactly ideal for mainstream marketing, sponsorship and image branding." Goodman: "I'm sure Nike, Adidas, Reebok, Gatorade and all the rest are taking notice" (MIAMIHERALD.com, 1/17).
Boost Mobile Featuring Former Bears
Players In Its First Super Bowl Spot
DOLLARS & NONSENSE? Chrysler last week announced it will air a 60-second spot for its Dodge brand during the Super Bowl, and AD AGE's Rupal Parekh notes the company's decision to return to the game now, "after a five-year hiatus and on the heels of bankruptcy, set off a debate among consumers whether spending that kind of cash was kosher." Within hours of the news, Chrysler was "getting skewered in the blogosphere by angry consumers who dubbed the high-profile buy a waste of taxpayer dollars." Parekh: "What's a company who's taken a handout to do? Marketing is a part of the normal course of any business, and essential to rebuilding tattered brands. But when you're screamed at for spending money, is it worth it?" (AD AGE, 1/18 issue).
adidas Friday said that it was "dumping longtime endorser" Wizards G Gilbert Arenas after his "guilty plea on felony gun charges" in DC, according to Michael McCarthy of USA TODAY. The move "demonstrates the short fuse that Madison Avenue now has with wayward athletic endorsers." adidas earlier this month had initially said it was "evaluating" its relationship with Arenas after NBA Commissioner David Stern suspended Arenas indefinitely without pay (USATODAY.com, 1/15). AD AGE's Jeremy Mullman noted as of Friday, Arenas' picture was "still prominent on adidas' website, even after he entered his guilty plea." Arenas had endorsed adidas since '03 and had been a "staple of the company's basketball marketing for years, alongside" Rockets G Tracy McGrady, Celtics F Kevin Garnett and Magic C Dwight Howard (ADAGE.com, 1/15). The adidas Web site no longer contains any references to Arenas (THE DAILY).
Some Feel Blenz' Promotions Featuring
Ricker Border On Ambush Marketing
GETTING SOCIAL: McDonald's Exec VP & Global CMO Mary Dillon said that social media will "play a larger role in the way McDonald's will activate its sponsorship of the Vancouver Olympics." In the U.S., McDonald's "How do you McNugget?" promotion will "allow fans on Twitter and Facebook to follow and try to find athletes in different cities across the United States on the social networks." Meanwhile, Dillon said that the company's Champion Kids program will "involve more athletes than in Beijing." U.S. gymnast Shawn Johnson is "serving as an ambassador for the program," and other athletes included in McDonald's ads are Canada speedskater Cindy Klassen, Canada snowboarders Brad Martin and Crispin Lipscomb and Canada skier Alexandre Bilodeau (AROUNDTHERINGS.com, 1/17).
Rice Has Earned $500,000 In
Endorsement Deals Already This Season
JEAN TEAM: The "Mayne Event" segment of yesterday's edition of "Sunday NFL Countdown" focused around Vikings QB Brett Favre's endorsement of Wrangler jeans. Vikings LT Bryant McKinnie said, "Brett got us all together and said, 'Look, this is why we put in all the hard work, to get to this stage.'" ESPN's Kenny Mayne: "To be in a position to win a Super Bowl?" McKinnie: "No, man, to sell Wrangler jeans!" Vikings WR Percy Harvin said Favre "wanted us to wear Wrangler jeans during the game. He said denim goes with anything" ("Sunday NFL Countdown," ESPN, 1/17).
FUN & GAMES: In Boston, Kevin Paul Dupont reported Penguins Cs Sidney Crosby and Max Talbot "teamed up in a Reebok spot that has the two Penguins back in Crosby's family home in Cole Harbour, Nova Scotia, competing in Crosby's childhood passion: shooting pucks through the open door of a well-dinged clothes dryer." Talbot "grabbed the early 2-0 lead," but Crosby "roared back for a 9-4 thumping" (BOSTON GLOBE, 1/17).
IT'S ELECTRIC: Chargers RB LaDainian Tomlinson said of his "Electric Glide" viral video ad for Nike, "A lot of times, my fans see me very focused and a serious person. I wanted to bring out a side of me that my family and friends get to see, and so Nike came up with the idea of, 'Show people a different side of LT that they haven't seen,' and I wanted to show that side of me" ("Sunday NFL Countdown," ESPN, 1/17).
WHEELS & DEALS: Goody's Headache Powders and Tums are renewing their sponsorship of the two NASCAR Sprint Cup races at Martinsville Speedway through the '12 season. Goody's sponsorship of the spring race will continue as the Goody's Fast Pain Relief 500 while Tums will extend its sponsorship of the fall race as the Tums Fast Relief 500 (Martinsville Speedway)....Hershey's new Milk & Milkshakes line "will serve as the official sponsor" of Speedweeks '10 at Daytona Int'l Speedway (ORLANDOSENTINEL.com, 1/15).