SBD/Issue 155/Sponsorships, Advertising & Marketing
Published April 26, 2010
In this week's SPORTSBUSINESS JOURNAL, Terry Lefton reports Yankees P CC Sabathia, Rays 3B Evan Longoria and Tigers RF Johnny Damon will "appear in uniform as part of MLB sponsor Pepsi's annual MLB ad." The new creative, from TBWA\Chiat\Day, is "scheduled to break in May supporting Pepsi's 13-year sponsorship" of the league. The ad "ties into the Pepsi Refresh Project cause-related effort" (SPORTSBUSINESS JOURNAL, 4/26 issue).
|Hublot Will Offer "Big Bang" Watch That
Features Bode Miller's Signature As Part Of Deal
IT'S MILLER TIME: Swiss watchmaker Hublot has renewed its contract with U.S. skier Bode Miller through the '11 World Championships. Financial terms of the agreement are not available. Hublot will offer a black and white watch called the "Big Bang" that features Miller's signature. Miller, who won Gold, Silver and Bronze medals at the Vancouver Games, has said he expects to ski in the future but he has not committed to any races. Miller at the Hublot press conference Friday said, "I don't really know about retiring. ... It takes time (to make a decision) and I sort of have to meet with the (US Ski) team." Hublot is the first sponsor to renew with Miller after the Olympics. The deal builds on a series of sports property sponsorships it signed over the last year with FIFA and F1 (Tripp Mickle, SportsBusiness Journal).
FROM COAST-TO-COAST: The WALL STREET JOURNAL's Darren Everson reports since DH Hideki Matsui signed with the Angels this offseason, "signs of his time" with the Yankees have "been disappearing." Japanese newspaper company Yomiuri Shimbun "pulled its ad from the Yankee Stadium right-field wall beginning this season," while Japan-based equipment manufacturer Komatsu said that it "doesn't expect to continue when its contract expires after this season." Komatsu has "taken out an ad" at Angel Stadium. A source noted that the Yankees earned as much as $3M annually from Japanese sponsorship deals (WALL STREET JOURNAL, 4/26).
TIME TO SAY GOODBYE: In Detroit, Greg Gardner reported Chevrolet is "ending its 90-year relationship" with Campbell-Ewald, the local ad agency that created campaigns such as "Like a Rock" and "See the USA in Your Chevrolet." The manufacturer is "shifting its truck advertising to Publicis Groupe offices in Dallas and Seattle four months after that agency took over the account for Chevy's passenger cars and crossover vehicles." Chevrolet's creative account is worth an estimated $30M annually (DETROIT FREE PRESS, 4/24).