SBD/Issue 163/Sponsorships, Advertising & Marketing

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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