SBD/Issue 102/Sponsorships, Advertising & Marketing

Marketplace Roundup

Lakers F Lamar Odom will appear in a new 30-second spot for PowerBar to promote the company’s new Energy Blasts chews. Odom in the ad jumps off the basketball court and uses the Energy Blasts to navigate his way through space to slam dunk on the moon. The spot, via Publicis Mid-America, Dallas, is scheduled to begin airing this month and will run through March (PowerBar).

U.S. Rep. Meek Promoting Senate Race
With Sponsorship Of Nationwide Car
POLITICAL RACE: U.S. Rep. Kendrick Meek (D-FL) is promoting his candidacy for the U.S. Senate by sponsoring Mike Wallace’s No. 01 Chevy during Saturday’s Nationwide Series DRIVE4COPD 300 at Daytona Int'l Speedway. Florida Atlantic Univ. political science professor Martin Sweet said, “While in years past the NASCAR crowd might not have been fertile ground for Democrats, the sport’s rapid expansion in popularity coupled with no obvious Republican candidate connection makes the Meeks strategy here pretty smart” (South Florida SUN-SENTINEL, 2/8). Meanwhile, StopRepairBills.com will be the primary sponsor of Braun Racing’s No. 11 Toyota driven by Brian Scott for Daytona and the February 27 Sam's Town 300 at Las Vegas Motor Speedway (Braun Racing).

LENDING A HANA: SPORTSBUSINESS JOURNAL's Jon Show reports Hana Financial Group "has agreed to a three-year deal to continue as title sponsor of the LPGA tournament in South Korea." The event "was already listed on the LPGA's calendar of 25 events in 2010." The LPGA Hana Bank Championship will take place October 29-31 at a "course near Seoul that will be announced at a later date." Prize money for the 54-hole event will be $1.8M (SPORTSBUSINESS JOURNAL, 2/8 issue).

HOOKED ON NEW LOOK: YAHOO SPORTS’ Jeff Eisenberg noted the Univ. of Texas’ men’s basketball team last night debuted new Nike HyperElite jerseys during their game against the Univ. of Kansas. Among the graphics that appear on the new jerseys are the “Longhorn logo, the school motto, the state of Texas, a basketball and the school’s most prominent campus landmark, the UT tower” (SPORTS.YAHOO.com, 2/8). The jerseys are “dramatically lighter” than the old ones and they “pay tribute to the basketball program and heritage” of the school (DALLASNEWS.com, 2/8).

KICKED OUT OF THE GAME: In Cleveland, Michael McIntyre reported an ad for adult dating Web site ashleymadison.com aired on Dish Network last Tuesday during FS Ohio’s coverage of Grizzlies-Cavaliers. Cavaliers Senior VP/Communications Tad Carper said that the team “wouldn’t approve of such an ad,” and FS Ohio “said emphatically that it did not sell ad time to the Web site.” But the net “does not control all commercials on each broadcast,” as cable and satellite systems are “free to sell two minutes of commercial time per hour.” Dish Network Corporate Communications Specialist Robin Zimmerman said that the ad “would be pulled” (Cleveland PLAIN DEALER, 2/8).

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