SBD/Issue 154/Sponsorships, Advertising & Marketing

Marketplace Roundup

In Boston, Donna Goodison reported Red Sox P Jonathan Papelbon has "signed a multiyear endorsement deal with Under Armour" after his deal with Reebok ended earlier this year. Papelbon will "make appearances for Under Armour as his schedule allows." Under Armour Dir of Professional Sports Marketing Ryan Kuehl: "For us to ... sign a closer of the Red Sox -- with all those great fans out there -- we thought would be a great opportunity to get into the market." Goodison noted Papelbon is wearing a pair of customized cleats with "Cinco Ocho" "embroidered on the side" in reference to his jersey No. 58 (BOSTON HERALD, 4/20).

China-Based Chery Automobile Co. Has
Signed Lionel Messi As An Int'l Ambassador

NOTHING BUT THE BEST: The AP's Chi-Chi Zhang reports China-based Chery Automobile Co., the country's biggest domestic auto brand, "signaled its ambition Friday to become a global player by signing" FC Barcelona and Argentina F Lionel Messi as an int'l ambassador. Chery spokesperson Jin Yibo said that the company "aims to double exports this year to 100,000 vehicles and will use Messi to promote Chery's luxury Riich brand." Northeast Securities Co. analyst Liu Lixi said, "Having a recognized face to promote its brand will make a big impact on Chery's business in foreign markets" (AP, 4/23).

THREE STRIPES: In Texas, Randy Stevens reported Texas State Univ. athletics recently announced a three-year agreement with adidas to "provide exclusive footwear and apparel for all Bobcat teams beginning with the 2010-11 academic year." The new agreement "ensures that all Texas State's teams will be outfitted in adidas uniforms including practice and travel gear." Officially licensed Texas State/adidas branded products "will be available" to fans. This marks the "first time that the Texas State Athletics Department has been outfitted by one brand." Texas State AD Larry Teis: "We basically got the same sort of deal like departments at SMU and New Mexico, so they gave us a really good package" (SAN MARCOS DAILY RECORD, 4/21).

NOTES: Titans QB Vince Young earlier this week was in Boston shooting ads for Reebok's '10 Second Season apparel, "which includes shoes and a variety of clothing" (, 4/21). Ravens QB Joe Flacco this week also was at a Reebok shoot "for ads that will run in November" (Baltimore SUN, 4/22)....Sears has reached a multi-year partnership with Edwin Watts Golf Shops that will see the golf retailer establish 12 golf shops inside existing Sears stores across the U.S. The first location is scheduled to open in Murray, Utah, by May 31 (Sears).

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