SBD/Issue 121/Sponsorships, Advertising & Marketing

Marketplace Roundup

The U.S. Census Bureau reached a deal with Roush Fenway Racing to serve as the primary sponsor of the No. 16 Sprint Cup Series Ford driven by Greg Biffle for three races this season: yesterday's Kobalt Tools 500 at Atlanta Motor Speedway, the March 21 Food City 500 at Bristol Motor Speedway and the March 28 Goody's Fast Pain Relief 500 at Martinsville Speedway (U.S. Census Bureau). USA TODAY's Nate Ryan notes the deal is worth $1.2M. The Census aired an ad during CBS' broadcast of Super Bowl XLIV and it is "making a push in the NCAA tournament to promote the census forms, which will be mailed out this month" (USA TODAY, 3/8).

DAT'S WHO: In Baton Rouge, Bill Lodge reported Who Dat? Inc. Thursday "filed suit in federal district court" alleging that NFL Properties, the Saints and the state of Louisiana "wrongly damaged the firm's right to profit in the weeks leading to the Saints' Super Bowl championship last month." Who Dat? Inc. co-Owner Steve Monistere said that "he obtained a trademark in October 1983 for Who Dat from the Louisiana Secretary of State's Office" (Baton Rouge ADVOCATE, 3/6).

SUPER SPONSORS: In Ft. Worth, Shlachter, Nishimura & Baker reports the North Texas Super Bowl Host Committee has signed Ft. Worth-based companies Quicksilver Resources and Quicksilver Gas Services as "major sponsors." Quicksilver declined to reveal "how much it paid for its sponsorship," but it was less than $1M. Quicksilver VP Rick Buterbaugh said that the company "will receive 'some exposure' in the game programs, and it gets tickets it will use, in part, to reward employees" (FT. WORTH STAR-TELEGRAM, 3/8).

Red Bull Featuring Vonn
On Limited Edition Six Packs

GOING GREEN: The WALL STREET JOURNAL's Nando Di Fino reports many MLB teams this season will feature "locker-room recycling bins, courtesy of Players for the Planet." Reds LF Chris Dickerson and Indians P Jack Cassel "formed the group to push recycling, and as part of it the Reds will get reusable aluminum bottles featuring the team's logo in order to cut down on plastic" (WALL STREET JOURNAL, 3/8).

NOTES: Red Bull Friday announced that it is featuring U.S. skier Lindsey Vonn on limited edition six packs of both regular and sugar-free Red Bull (Red Bull)....Speedo has extended its partnership with U.S. swimmer Natalie Coughlin through '13 (Speedo).

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