SBD/Issue 124/Sponsorships, Advertising & Marketing

Marketplace Roundup

Kraft and sports marketer Branded Tray have signed a six-figure deal to produce a co-branded concession tray during NCAA March Madness. Up to 1 million of the cardboard pop-up trays used to carry food and drink will be distributed at 18 host venues for the men’s and women’s tournaments, including Lucas Oil Stadium and the Alamodome, the two Final Four sites. The promotion is an extension of Kraft’s new deal as an NCAA corporate partner. Each tray, co-branded with the Final Four and Wheat Thins logos, will contain a sample pack of Wheat Thins’ new tomato and basil brand and information tied to a discount coupon on Facebook. Branded Tray provides the trays at no cost to the concessionaires and pays the NCAA a fee as part of the deal, said Branded Trays Senior VP/Sales Tom Flynn (Don Muret, SportsBusiness Journal).

Caroline Wozniacki Is Face Of The
Stella McCartney Tennis Line

THE TIME IS RIGHT: In L.A., Diane Pucin wrote tennis player Caroline Wozniacki's "fresh-faced good looks" have made "sponsors take notice." Wozniacki said that she had "recently done a photo shoot with designer Stella McCartney for a collaborative collection of tennis clothing with adidas." But she was "most enthusiastic about her new contract with Rolex." Wozniacki: "I actually had my own watch collection with a Danish company. So now I wear the Rolex instead" (LATIMES.com, 3/10).

STAY AWAY: Univ. of Texas-San Antonio Associate AD Brad Parrott and Bexar County (TX) Judge Nelson Wolff yesterday said that they are "fearful a United Football League franchise in San Antonio would hamper the school's efforts to attract sponsors for its fledgling football program." Parrott: "The Spurs totally dominate this area as far as sponsorships go, so there are few crumbs left for us and the other universities to pick up. To have another crumb feeder here would make it even more difficult" (SAN ANTONIO EXPRESS-NEWS, 3/11).

ROUNDUP: BackOffice Associates has reached multi-year promotional partnerships with tennis players Sam Querrey, Mardy Fish and Bob and Mike Bryan. The partnerships will see the players wear the BackOffice Associates logo on the court, in addition to making promotional appearances and endorsement opportunities (BackOffice Associates)....Bacardi will sponsor the Churchill Downs infield hospitality area for this year's Kentucky Oaks on April 30 and the Kentucky Derby Presented by Yum Brands on May 1. The Infield Club debuted in '09 and "quickly sold out" (BLOODHORSE.com, 3/10).




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