SBD/Issue 161/Sponsorships, Advertising & Marketing

Marketplace Roundup

The PGA Tour and A-B announced a three-year extension of their marketing partnership, which has been in place since '94. Per the deal, Michelob Ultra will be the official beer of the PGA Tour and O'Doul's its official non-alcoholic brew through '13. Michelob Ultra will continue to advertise during PGA Tour broadcasts and utilize the TPC clubs for hospitality. Consumers in some states can get a free sleeve of Bridgestone golf balls through May 24 with the purchase of an 18-pack of Michelob Ultra (A-B).

Yum! Brands Already Has Begun
Talks To Extend Derby Sponsorship

HUNGRY FOR MORE RACING: Saturday's Kentucky Derby was the final race "under the existing contract for Yum! Brands as the presenting sponsor of the race." Yum! Brands Senior VP & Chief Public Affairs Officer Jonathan Blum said, "We hope we can continue the sponsorship of the Kentucky Derby well into the future and already have begun discussions about renewing our agreement." Churchill Downs President Kevin Flanery said that the track will "review sponsorships now that the Derby is completed" (Louisville COURIER-JOURNAL, 5/4).

JUNIOR ACHIEVEMENT: EA Sports "plans to include Canadian Hockey League teams" in its "NHL 11" videogame. The league's inclusion in the game "hasn't been made official yet, but all Quebec Major Junior Hockey League teams have been asked to send in pictures of their rinks and jerseys." CHL Saint John Sea Dogs Marketing & Communications Manager Rick Bowness Jr. said, "People are going to recognize the Sea Dogs logo in Dusseldorf and so it's kind of cool and we look forward to playing it next year" (, 5/3).

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