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SBD/Issue 88/Sponsorships, Advertising & Marketing
Published January 20, 2010
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).