SBD/Issue 156/Sponsorships, Advertising & Marketing

Marketplace Roundup

Killebrew Lending
Name To Root Beer

In San Diego, Brent Schrotenboer reports the Holiday Bowl on Thursday will announce that it has a "new title sponsor and a new name -- the Bridgepoint Education Holiday Bowl." The game last changed its name in '02, when Pacific Life became title sponsor. But that partnership "expired with last year's game and will be replaced by a multiyear deal with Bridgepoint, a for-profit higher-education company." Terms of the deal "likely will not be disclosed." After 11 years of matching the Pac-10 runner-up against a third pick from the Big 12, the game now "will host the No. 3 team from the Pac-10 and a fifth pick from the Big 12 through 2013" (SAN DIEGO UNION-TRIBUNE, 4/27).

SODA POP: In Minnesota, John Vomhof Jr. reported Baseball HOFer Harmon Killebrew "has reached a deal with RJM Distributing Inc. to endorse soft drinks that already bear his name." RJM in March "signed a deal to become the exclusive licensee, manufacturer and distributor of Killebrew Root Beer and Cream Soda." The company now has reached a deal for Killebrew to "make personal appearances at marketing events and lend his name and image to advertising, point-of-purchase materials and packaging." Killebrew Root Beer has been manufactured in Minnesota since '96 and is served during Twins games at Target Field (BIZJOURNALS.com, 4/26).

ROUNDUP: U.S. Gold Medal-winning skier Lindsey Vonn on Friday was at the Denver Police Academy gym "training for an Under Armour commercial." The spot is part of the company's "Protect This House. I Will" campaign. Vonn's commercial "should start airing in July" (DENVER POST, 4/26)....The MLS Fire are "beefing up" their marketing efforts. The team is "working with three marketing agencies -- Schafer Condon Carter, All-Terrain and PACO Communications -- to spread the word about the team and energize the core fan base" (CHICAGO SUN-TIMES, 4/26).

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