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SBD/Issue 152/Sponsorships, Advertising & Marketing
Published April 21, 2010
BRAND REPUBLIC's Joe Thomas reported former Brand Beckham Ltd. Dir Simon Fuller is "set to resume control of David and Victoria Beckham's marketing and advertising activities handled by Brand Beckham, after negotiating the rights for his newly established company, XIX Entertainment." Fuller has been the "driving force behind the Brand Beckham business since 2003, while working at 19 Entertainment, the company he sold to CKX in 2005." Fuller is also "expected to secure the branding opportunities for a number of other high-profile British stars from CKX," including tennis player Andy Murray. Murray is "currently a brand ambassador for Highland Spring" and adidas (BRANDREPUBLIC.com, 4/21).
SAY WHAT? In Denver, Benjamin Hochman notes a commercial that has been airing during the Jazz-Nuggets Western Conference Quarterfinals features a narrator talking about Nuggets F Carmelo Anthony's "fans in ... yes, Utah." The narrator states, "Every millennia or so a person comes along with the power to unite the world. This year, that person is Carmelo Anthony. His dominant game this season is a testament to the human potential. But while he's gotten himself here, he can't do it alone -- or maybe he can -- but he'll also have us, Melo's people of Utah. We're proud to support this soon-to-be champion. C.A., the common denominator of our hearts. Supported by the fans of Carmelo Anthony in Utah." Hochman notes the commercial was "made by Jordan Brand" (DENVER POST, 4/21).
|adidas' "Faster-Than-Ever Ball" To Be Used
During This Summer's FIFA World Cup
WHOLE NEW BALL: The WALL STREET JOURNAL's Matthew Futterman notes the adidas ball that will be used during this summer's FIFA World Cup is a "faster-than-ever ball for a faster-than-ever game that allows players to attempt laser-like strikes from 40 yards, and precise long-distance passes that would have been impossible with a ball from the 1960s or 1970s." The idea that FIFA "would so willingly transform the single most important piece of equipment in the world's most important sporting event is an odd concept for most Americans." One motivation for changing the ball is "money," as every time adidas "produces a new design for a World Cup ball, it sells replicas in all sizes, and FIFA receives a royalty on sales" (WALL STREET JOURNAL, 4/21).
GOING BEYOND THE SLURPEE: In N.Y., Pantelidis & Nelson report 7-Eleven is "launching its own brand of beer called Game Day that's aimed at penny-pinching sports fans." Game Day "Light" and "Ice" versions will be sold, and after debuting in N.Y. "in two weeks, the brew will sell for a mere $8.99 per 12-pack, and $1.49 for a 24-ounce can" (N.Y. DAILY NEWS, 4/21).