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SBD/Issue 87/Sponsorships, Advertising & MarketingPrint All
SPEED GOLF: In San Diego, Tod Leonard notes with the sponsorship deal coming "so close to the start of the tournament," event organizers the Century Club will have to "work quickly to get the Farmers Insurance logo on as many tournament items as possible." That includes "everything from tee markers to caddie bibs." Farmers CEO Bob Woudstra yesterday noted that he was "approached by PGA Tour officials and didn't begin extensive talks about the tournament until this past weekend" (SAN DIEGO UNION-TRIBUNE, 1/19). The event will be known as the Farmers Insurance Open, but Tournament Dir Tom Wilson said that signage was "complete and officials were ready to move forward without a title sponsor," calling the event the San Diego Open. Wilson contends that there still is "plenty of time to make sure the event will run as if Farmers had been the sponsor all along" (NORTH COUNTY TIMES, 1/19).
HOW ABOUT ANOTHER ROUND? In Honolulu, Paul Arnett reports Sony's sponsorship of the PGA Tour event in Oahu expires after this year, and it "seems likely a long-term arrangement can be secured, if the price is right" for both Sony and the PGA Tour. Those negotiations should "go a little easier after last week's successful event concluded with a dramatic ... finish at the 18th." This year's field was "as strong as any since the Mercedes and Sony corporations signed five-year deals in 1998 to host the opening PGA tournaments for 1999 and beyond" (HONOLULU STAR-BULLETIN, 1/19).
Samsung Enhancing Its Typical On-Site Marketing
Initiatives, TV Spots With Social Media Campaign
Sharapova Loses Five Days After
Signing Record Deal With Nike
FEELING BLUE: The AP's Tanalee Smith wrote Sharapova's "blue dress with a patterned green mesh overlay was the first of the new Maria Sharapova Collection, a line of Nike tennis dresses and two-piece sets available this year" that Sharapova helped design. Maria Kirilenko, who defeated Sharapova Monday, said of the dress, "It was blue, I think, like Powerade. It was a good dress. She always has nice dresses." Smith noted four other Sony Ericsson WTA Tour players -- Kai-Chen Chang, Julie Goerges, Anastasia Pivovarova and Madison Keys -- "will compete in Sharapova's designs this year" (AP, 1/18). YAHOO SPORTS' Chris Chase noted reviews of the dress "were on par with Sharapova's disappointing performance on the court" (SPORTS.YAHOO.com, 1/18).
Northern Rock Renews Shirt
Sponsorship With Newcastle
EASTERN PROMISE: The BIRMINGHAM MAIL's Colin Tattum reports EPL club Birmingham City yesterday "became the first English side to appoint a Chinese firm as kit and leisurewear supplier" after signing a five-year, $12.8M deal with Xtep, China's "leading fashion sportswear brand." The club will receive $11.5M from Xtep and $1.3M "worth of sportswear bearing the Xtep logo during the five-year period to May 2015." Xtep also will pay up to $650,000 "should [the] Blues win league or cups, domestically or in Europe." As part of the deal, a "minimum of eight Blues matches will be televised on China's CCTV5 sports channel and players will participate in promotional activities for Xtep in China during the close season." Also, "eight 'mega advertising billboards' bearing Xtep's logo and products will be made available" at St. Andrew's Stadium. Birmingham City Vice Chair Peter Pannu said players will "undertake product endorsements and that in itself can be an incentive for them to work hard and produce for the club on the pitch." Pannu said the Xtep deal is "just the tip of the iceberg as far as what [Owner] Carson Yeung is doing for us in China" (BIRMINGHAM MAIL, 1/19). Tattum noted Birmingham "had been negotiating with Italian manufacturers errea to replace current suppliers Umbro, whose contract finishes at the end of the season," and had "promised to ask supporters to help choose the design of the jerseys for the 2010-11 season" (BIRMINGHAMMAIL.net, 1/18).
Nike This Month Launching
New Line Of Woods
Lowe's and the NASCAR HOF are in the final stages of negotiations for a sponsorship deal that will put the home improvement store's marks on the Kid's Zone, Transporter and Pit Road areas. Visitors to the HOF tonight on the Sprint Cup media tour will notice a transporter wrapped in Lowe's familiar blue colors, even though the HOF has not yet made an official announcement about the deal. It is not certain whether Lowe's will also use its Kobalt Tools brand in the HOF, as it does on the No. 48 Jimmie Johnson car.
Images Of This Season's NBA All-Star Jerseys
Accidentally Leaked Online Monday Afternoon
WORRIED WHAT OTHER PEOPLE THINK? THESTREET.com's Andrea Tse reported EA Sports last week "discreetly sponsored a survey about Tiger Woods" in an effort to "gather the public's views" of the gaming company and its new "Tiger Woods PGA Tour Online" game. The questionnaire on Web survey site Greenfield Online "begins with general questions about sports games, then surprises survey takers" with other questions. One question asks if the controversy surrounding Woods has "made your impressions of EA Sports more or less favorable, or has it had no impact?" (THESTREET.com, 1/15).
GONE IN 60 MINUTES: In Boston, Kevin Paul Dupont wrote the NFL's "Play 60" initiative aimed at battling childhood obesity is "very simple, which is part of its beauty and hopefully its effectiveness." The league's aim is to "get every kid engaged in physical activity for 60 minutes per day," and "that's it." It vows to "help you find something to do and help you do it." The NFL is "onto something really good here, and we will see plenty of the 'Play 60' TV spots over these weeks leading up to the Super Bowl." The league has "engaged a number of players" to join in the effort (BOSTON GLOBE, 1/17).
FRESH TASTE, FRESH PLACE: Ruby Tuesday restaurant has signed on as the primary sponsor of Penske Racing's No. 22 Nationwide Series Dodge driven by Brad Keselowski for six races this season (Penske Racing). Penske Racing also has signed a deal with Magellan, and team Owner Roger Penske said, "Ruby Tuesday is a new category for us. A great brand … with almost 900 stores here in the U.S. going international which is very interesting to us. With Magellan, I guess I'll never get lost now." Penske: "Those are two key categories that we entered into and that's because we've been knocking on doors" (AL.com, 1/19).
ROUNDUP: Tennis player Andy Roddick earlier this month "filmed several commercials" in Boca Raton, Florida, reportedly for sponsors Lacoste and SAP (PALMBEACHPOST.com, 1/18)....All NBA players who wear Nike shoes wore a "commemorative gray and black pair" yesterday in celebration of Martin Luther King Jr. Day (New Orleans TIMES-PICAYUNE, 1/19).