SBD/Issue 163/Sponsorships, Advertising & Marketing

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  • Tim Tebow Tops In NFL Jersey Sales In First Month In League

    Tebow Jersey Helps Broncos
    Lead League In Sales Last Month

    Broncos QB Tim Tebow "managed to top all NFL players in jersey sales for the month of April" even though he "didn't become an NFL player until late on April 22," according to Lindsay Jones of the DENVER POST. The popularity of Tebow's jersey "helped the Broncos lead the league in sales on last month" after the team ranked 10th "for the year ending March 31." Tebow yesterday said, "It's an honor for people to want my jersey and want to have it and want to wear it." Jones reports QB Donovan McNabb, who was traded from the Eagles to the Redskins on April 4, was second on the list. Perhaps the "most interesting stat from jersey sales figures is that disgraced" Steelers QB Ben Roethlisberger "fell out of the top 25" after ranking No. 11 in jersey sales last year (DENVER POST, 5/6). The AP wrote Tebow's "celebrity clearly trumps the debate over whether he'll ever make it as an NFL quarterback after winning the Heisman Trophy and two national championships at Florida." Meanwhile, Tomlinson's move from the Chargers to the Jets "boosted sales of his jerseys," as he ranked No. 16 for the year ending March 31 (AP, 5/5).

    Broncos QB Tim Tebow
    Saints RB Reggie Bush
    Redskins QB Donovan McNabb
    Eagles WR DeSean Jackson
    Saints QB Drew Brees
    Patriots QB Tom Brady
    Colts QB Peyton Manning
    Cowboys WR Miles Austin
    Vikings QB Brett Favre
    Chiefs S Eric Berry
    Jets RB LaDainian Tomlinson
    Packers QB Aaron Rodgers
    Cowboys QB Tony Romo
    Saints TE Jeremy Shockey
    Lions DT Ndamukong Suh
    49ers LB Patrick Willis
    Rams QB Sam Bradford
    Cardinals WR Larry Fitzgerald
    Steelers S Troy Polamalu
    Jets CB Darrelle Revis
    Jets QB Mark Sanchez
    Vikings RB Adrian Peterson
    Eagles QB Kevin Kolb
    Colts TE Dallas Clark
    Giants QB Eli Manning

    TEBOW, INC.: Tebow said that his "most exciting business venture ... has been the Tim Tebow Foundation," and that the "marketing opportunity his fame brings is 'part of it' in the NFL world." Tebow: "I don't necessarily think of (the foundation) business-wise, although it is a business. ... It's definitely kind of hard getting all the proposals in place and getting it all up and running, but it's been very exciting and fun to do." He added, "The business is part of it, and I try to let more other people do that and just go reap the benefits of making a difference in kids' lives" (ORLANDO SENTINEL, 5/6).

  • Say No To H2O? Gatorade's Latest Ads Directly Take On Tap Water

    Gatorade’s latest ad involves “trash-talk” aimed at water, which the brand “sees as its main competition,” according to Jeremiah McWilliams of the ATLANTA CONSTITUTION. A print ad running in Sports Illustrated, ESPN The Magazine and Us Weekly includes the copy, “Water has no carbs. Water has no electrolytes. Water has no game. Water just can't compare with 40 years of elite-level hydration.” PepsiCo said that “many beleaguered consumers turned to tap water to save money in the last two years or so,” and that trend "was a culprit in Gatorade’s sales decline in 2009.” PepsiCo, which also sells Aquafina bottled water, “insists that water is a bigger threat to Gatorade than Vitaminwater and Smartwater, both of which are sold by archrival Coca-Cola.” The ads also “ignore Coca-Cola’s Powerade brand, which controls more than 20 percent of the sports drink market and has taken market share from Gatorade this year,” according to Nielsen Co. Gatorade “wants to remind sideline moms and actual athletes that Gatorade provides benefits that water doesn’t.” Gatorade CMO Sarah Robb O’Hagan: “Make no mistake, when we look at the competition for Gatorade, we think about water. That’s who our main competition is, and we need to keep reminding our athletes that … if you are serious about sport, you need to be consuming Gatorade” (ATLANTA CONSTITUTION, 5/6).

  • Longoria Leads Growing List Of Young Tampa Bay Sports Stars

    Watch Pepsi's Latest Refresh Project Spot

    The "next generation of Tampa Bay stars have arrived" and "all of them are under the age of 25," according to Gary Shelton of the ST. PETERSBURG TIMES. In addition to Rays 3B Evan Longoria, who "looks like a go-to guy for advertisers," other young stars in the city include Lightning C Steven Stamkos and D Victor Hedman, Buccaneers QB Josh Freeman and DT Gerald McCoy and Rays P David Price. The "influx of so many talented young players has been a long time coming" in Tampa Bay, and the city is "suddenly jammed with impressive athletes under the age of 25." Shelton: "Good thing, too. If the Rays are going to continue to compete in the AL East, where other teams have extra zeros on their money, they'll need young players (under cheap contracts) to pull it off." And if the Buccaneers and Lightning are "going to matter again, they'll need young players to do it" (ST. PETERSBURG TIMES, 5/6). In St. Petersburg, Marc Topkin noted Longoria is featured in a national TV spot for Pepsi's Refresh Project. The ad, which was shot at Tropicana Field, features Longoria joking with Tigers CF Johnny Damon and -- "unlike his New Era Cap spot -- no stunts." Longoria said, "The commercial was fun. I was in uniform, and I always feel more comfortable in my uniform" (ST. PETERSBURG TIMES, 5/5). The spot will begin airing Saturday during the Fox game of the week, and "continue through the summer" (, 5/4).

  • Marketplace Roundup

    Van Buren Accusing Panini Of Putting Out
    Unauthorized Trading Cards With His Signature

    In Philadelphia, Gloria Campisi reports Pro Football HOFer Steve Van Buren filed suit Friday against Panini America in U.S. District Court in Philadelphia, accusing the company of "putting out unauthorized trading cards using not only his name but his signature, on strips of 'stolen canceled checks.'" The suit "didn't accuse anyone of stealing the canceled checks," rather it claims Panini "manufactured and sold trading cards in 2007 and 2009 containing Van Buren's name, likeness and signature." The suit alleges, "The swatch of the stolen canceled check displays Van Buren's blue ink signature. Van Buren's bank routing numbers are clearly visible on the cards." The suit also alleges the card was released in '09 "without Van Buren's authorization or knowledge" (PHILADELPHIA DAILY NEWS, 5/6).

    ADS UNDER A MICROSCOPE: In Orlando, Andrea Adelson reports a new Univ. of Central Florida study released yesterday indicated that the ads that ran during CBS' coverage of Super Bowl XLIV in February "were created nearly exclusively by white males and showed a complete lack of diversity." UCF Institute for Diversity & Ethics in Sport Dir Richard Lapchick, author of the study, said that of the 52 ads "done professionally by advertising agencies, all of the creative directors were white and only 6 percent were women." Also, of the 67 total ads that aired, "only four featured a person of color in the lead, and those leads were all male" (ORLANDO SENTINEL, 5/6).

    TWO BECOME ONE: Puma AG, following the purchase of Cobra Golf, has formed a new company combining the Cobra Golf and Puma Golf brands, Cobra-Puma Golf. The two brands will continue to be developed separately, while maximizing resources and collaborating on many areas, including operations, research, design and marketing. The Cobra-Puma Golf brand identity is the combination of the two logos. Cobra-Puma Golf will operate in Carlsbad, California, near San Diego, where Cobra has been based since '73 (Puma).

    FASHIONABLE ENTRANCE: ESPN NBA analyst Mark Jackson has launched Hand Down Man Down, a new basketball apparel line. The acronym HDMD serves as the logo for the brand, which derives its name from Jackson's signature catch phrase during NBA telecasts. HDMD supports Autism Speaks, and $1 of every T-shirt sale will be donated to help the organization fund global biomedical research (HDMD).

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