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SBD/Issue 88/Sponsorships, Advertising & MarketingPrint All
THE WRONG MESSAGE AT THE WRONG TIME? CBSSPORTS.com's Gregg Doyel noted the ad may carry a "beautiful, undeniable message," but he wrote, "I don't want to see. Not during the damn Super Bowl." Doyel: "I'm not complaining about the ad because it's anti-abortion and I'm not. I'm complaining about the ad because it's pro-politics. And I'm not. Not on Super Sunday" (CBSSPORTS.com, 1/19). In Virginia, Bob Molinaro writes Super Bowl viewers "shouldn't be ambushed by political advocacy ads." It can be a "great thing when men and women believe in something bigger than themselves," but by teaming up with Focus on the Family, Tebow is "stepping out of the spiritual arena into the political, where idealism doesn't stand a chance" (Norfolk VIRGINIAN-PILOT, 1/20). In Ft. Lauderdale, Dave Hyde noted some people "will be upset" if the Tebow spot carries an anti-abortion theme as rumored, but "an athlete gets to use the platform however he/she wants." Tebow "wants to deliver Christian-based sermons." But Hyde noted it remains to be seen if such an ad "will affect how some teams view him" ahead of April's NFL Draft (SUN-SENTINEL.com, 1/19).
FLORAL ARRANGEMENT: Teleflora today announced it will return to the Super Bowl with a Valentine's Day-themed 30-second spot, set to air during the game's second quarter. Last year's game on NBC marked Teleflora's first time advertising during the Super Bowl, and this year's spot brings back the company's talking flowers campaign launched in '08. The ad, via in-house agency Fire Station, will continue to air through February 12 (Teleflora).
NFL Is Limiting Who Can Offer
Reebok's Game Day Apparel Line
Saints Seeing Strong Merchandise Sales
As Team Advances In NFL Playoffs
Bryant (l), Lopez (r) Host "Nike Live" To
Promote New Zoom Kobe V Shoe
DROP IT LIKE IT'S HOT: BRAND REPUBLIC's Maisie McCabe reports adidas has released a new ad featuring David Beckham and rapper Snoop Dogg to promote the brand's new "Star Wars" collection of shoes and apparel. The promo is "set at a block party," and as "Star Wars" music plays the "party turns sinister and Darth Vader appears through the mist." The new collection is "out this week and includes junior and adult sizes" (BRANDREPUBLIC.com, 1/20).
Watch The Latest adidas Spot
Lakers G Kobe Bryant's No. 24 jersey is the best seller among all NBA players at the NBA Store in N.Y. and NBAStore.com since the start of the '09-10 season. Bryant's jersey has been the top seller among NBA players since the start of the '08-09 season. Magic C Dwight Howard and Bulls G Derrick Rose appear in the top five in jersey sales for the first time, with Howard rising from No. 10 on last year's list to No. 3, and Rose moving from No. 11 to No. 4. Meanwhile, the Lakers continue to top the list of most popular NBA team merchandise. The Celtics rank No. 2 for a second consecutive year, while the Cavaliers rose from No. 4 on last year's list to No. 3 (NBA). FANHOUSE.com's Matt Watson notes several of last year’s "most notable postseason heroes have made the most dramatic climbs." Howard at this time last year was "already universally recognized as a bona fide superstar," but it was not until the Magic made the NBA Finals that it “became fashionable to wear his uniform." Rose's record-breaking performance in the Bulls' seven-game Eastern Conference Quarterfinals series against the Celtics also seems "responsible for [his] rising popularity" (FANHOUSE.com, 1/20).RKNBA PLAYER JERSEYSRKTEAM MERCHANDISE1Lakers G Kobe Bryant1
Lakers2Cavaliers F LeBron James2 Celtics3Magic C Dwight Howard3 Cavaliers4Bulls G Derrick Rose4 Knicks5Heat G Dwyane Wade5 Bulls6 Celtics F Kevin Garnett6 Magic7 Hornets G Chris Paul7 Nuggets8 Celtics F Paul Pierce8 Heat9 Cavaliers C Shaquille O'Neal9 Spurs10 Lakers F Pau Gasol10 Suns11 Nuggets F Carmelo Anthony12 Suns G Steve Nash13 Knicks F David Lee14 76ers G Allen Iverson15 Thunder F Kevin Durant
IN THE ROUGH: Many golfers are opting to play in the European PGA Tour's Abu Dhabi Championship this week instead of the Bob Hope Classic, and GolfChannel.com's Rex Hoggard said, "They're all independent contractors. They can play where they want, but this one hurts a little bit." Hoggard: "You have [PGA Tour Commissioner] Tim Finchem in what is basically a contract year. He is going to corporate America with hat in hand trying to get title sponsors to sign on, and you have players like Anthony Kim ... who are going overseas to play during what is actually his hometown event at PGA West." Mike Weir, who is ranked No. 37, is the highest-ranked golfer at the Hope, and author John Feinstein noted the tournament is "on life support." Feinstein: "It has no title sponsor and it isn't even on network TV anymore. ... The Hope deserves some protection and some respect, not 11 guys being told they can go flying for dollars" ("Golf Central," Golf Channel, 1/19).
SUNNY OUTLOOK: Farmers Insurance Monday announced it will title sponsor the PGA Tour's San Diego stop next week, and Farmers Insurance Senior VP Mark Toohey said that a "preliminary deal was struck over the weekend and only became official Monday morning." Toohey: "This thing came together quickly, but the pieces fit. It is a unique deal, and the stars just aligned on this one." In California, Marc Figueroa writes the deal "certainly brings a silver lining to the dark cloud that had been hovering over the tournament for the last year" (NORTH COUNTY TIMES, 1/20). Meanwhile, in San Diego, Tod Leonard reports the Padres and Century Club of San Diego today will announce a partnership in which the team will underwrite "military appreciation activities" during next week's event. This comes after the event this year lost its sponsor for its military pavilion and "was set to move forward with private donations." The Padres will "underwrite much of the pavilion costs," and Padres players will make appearances at the pavilion (SAN DIEGO UNION-TRIBUNE, 1/20).
Olympic snowboarder Gretchen Bleiler is part of a new Aspen Skiing Co. (SkiCo) campaign that is "promoting direct flights to Aspen/Snowmass" from S.F., L.A. and Chicago, according to Brent Gardner-Smith of the ASPEN DAILY NEWS. SkiCo put up billboards in the three cities that depict "either a skier catching air off a cliff" or Bleiler "going big with the headline 'It's Time to Fly.'" Underneath the billboards is the message, "Daily Non-Stops to Aspen/Snowmass." There are three billboard in both S.F. and Chicago, with another two in L.A. SkiCo "backed up the billboards in each market with print ads in the Sunday travel sections" of the L.A. Times, Chicago Tribune and S.F. Chronicle, "as well as online ads in each of those markets." The company also plans to tie in sweepstakes with a prize of a trip for two to Aspen "around creative photos of the various billboards sent to social media sites." The billboards are "part of an increased marketing investment SkiCo talked about making last fall." SkiCo also is "bringing the X Games to Denver next week as part of the ski industry trade show being held there on the same days as the X Games" (ASPEN DAILY NEWS, 1/19). In Aspen, Scott Condon noted SkiCo "sent out direct-mail pieces to 100,000 past guests and prospective visitors from its database." E-mail promos "will be sent multiple times this month to 200,000 people in the 'direct-fly markets' where the billboards were placed" (ASPEN TIMES, 1/19).
Aspen Skiing Co. Has Put Up Billboards In Chicago, L.A., S.F.
To Promote Cities' Direct Flights To Aspen/Snowmass
INDYCAR.com's Dave Lewandowski wrote non-stop promotion of the IndyCar Series is the "strategic backbone" for Izod, which is in its first year as the league's title sponsor. Driver Graham Rahal will appear in a print and TV campaign for Izod, and he said of shooting the ads, "For five days, from the time the sun came up until it went down, we were shooting. I don't necessarily want to know how much they spent, but I was on a jet ski with helicopters chasing me so I know they spent some money." Lewandowski noted commercials featuring Izod and promoting the series opener March 14 in Brazil "began popping up on network TV over the weekend," and such "promotional breeze hasn't been felt at the Indy Racing League since ... well, possibly never" (INDYCAR.com, 1/19).
ON DISPLAY: Roush Fenway Racing President Geoff Smith said that his NASCAR team will "put its sponsorship data on a website and encourage other NASCAR teams to do the same, creating a clearing-house of information designed to procure new sponsors." Smith said that it "would be OK if the site drove a sponsor from Roush to another team because 'it's for the greater good'" (USA TODAY, 1/20).
GIRL POWER: The AP's Nancy Armour reported U.S. gymnast Nastia Liukin and Warner Bros. yesterday announced that Supergirl, "the brand based on the DC Comics character," will sponsor the Nastia Liukin Cup scheduled for March 5 at DCU Center in Worcester, Massachusetts. The Cup is "for up-and-coming gymnasts, not elite athletes." The girls who compete "will get a special leotard that's been designed by Liukin and has the Supergirl 'S' shield on the sleeve." The meet is "being shown on Universal Sports" (AP, 1/19).
SECRET WEAPON: In Minneapolis, Paul Levy reports UFC fighter Brock Lesnar, who today announced he will return to the Octagon this summer after battling severe health issues, was "scheduled to be in Las Vegas this week to promote" Alliant Techsystems' (ATK) Fusion line of ammunition at an industry show running through Friday. Lesnar is a "hunting enthusiast" and "knows and uses Fusion bullets." ATK is the nation's "leading manufacturer of small-caliber ammunition" (Minneapolis STAR TRIBUNE, 1/20).