SBD/Issue 151/Sponsorships, Advertising & Marketing

Marketplace Roundup

MLB, Disney Unveil MLB-
Themed Mickey Mouse Statuettes

Ad Age's Brian Steinberg in a special to the BOSTON GLOBE notes tactics that "transformed Coke, Pepsi, and their rivals into advertising icons have been replaced with a more muted tone." As beverage companies "push to reach young audiences who have developed hard-to-track media habits, they are rearranging their marketing plans." Pepsi has taken to the Internet and social media for its "Pepsi Refresh Project," asking consumers to "come up with ideas to make their communities better places." And while Coca-Cola "ran ads for Diet Coke in the Oscars featuring stories meant to inspire women," the company also is "linking that popular drink to a program aimed at developing heart health" (BOSTON GLOBE, 4/20).

HEY MICKEY, YOU'RE SO FINE: MLB Properties and Disney Consumer Products yesterday unveiled a series of 36 different MLB-themed Mickey Mouse collectible statuettes and related apparel/merchandise as part of their newly signed partnership. The statuettes are replicas of seven-and-a-half-foot tall life-size statues to be placed at key Southern California landmarks leading up to the All-Star Game on July 13 at Angel Stadium. The line of collectibles will feature logos of all 30 teams as well as an AL and NL designs (MLB Properties).

ROUNDUP: The Scottish Premier League has reached an agreement with Clydesdale Bank to extend its sponsorship through '13. Clydesdale has sponsored the SPL since '07, and the new agreement will "supersede the final year of the existing deal, with an option to extend it for an additional year" through the '13-14 season (BBC.co.uk, 4/19)....Hawks F Josh Smith Saturday debuted a self-designed pair of adidas TS Supernatural Commander shoes for the team's NBA Playoff series against the Bucks. Smith will unveil a new pair each time the Hawks advance into the next round (adidas).

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