SBD/Issue 86/Sponsorships, Advertising & Marketing

Marketplace Roundup

Rice Has Earned $500,000 In
Endorsement Deals Already This Season
Fundamental Sports Group's Ben Renzin, whose company handles Ravens RB Ray Rice's marketing and endorsement deals, believes that Rice is "on the cusp of turning himself into a major brand." Renzin said that Rice has "earned $500,000 in endorsement deals already this season, and projects he will easily top" $1M. Rice has a "deal in place with Nike," and he is the "spokesperson for a jewelry store in Baltimore." Steiner Sports Memorabilia Chair Brandon Steiner signed Rice to a "six-figure endorsement deal" last week and said that he is "planning a major promotional blitz featuring Rice" (Newark STAR-LEDGER, 1/16).

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).

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