SBD/Issue 175/Sponsorships, Advertising & Marketing

Marketplace Roundup

NASCAR driver Kevin Harvick Saturday said that he has "decided to sign" a multiyear extension with Richard Childress Racing. Terms of the deal were not announced, nor was a sponsor for Harvick's No. 29 Sprint Cup Series Chevy with current partner Shell "leaving at the end of the season for Penske Racing." Team Owner Richard Childress said, "We have three or four companies that we are dealing with now. I hope in the very near future we will have that to announce." He noted that the "key to getting a new sponsor was keeping Harvick" (CHARLOTTE OBSERVER, 5/23).

EXTRA SKATERS: EA Sports and the CHL on Friday announced a four-year partnership under which "NHL 11" will feature "all 60 of the league's teams and players when it hits the market in September." CHL VP and WHL Commissioner Ron Robison said, "We view this purely as a promotional exercise. There is really no financial benefit to the Canadian Hockey League or our teams or players. We were just delighted to be asked to be part of it. ... It’s not a commercial venture; it’s really a promotional venture from our standpoint to elevate the awareness of our program" (, 5/21).

Only 60 Copies Of Ferrari One
Watch Will Be Made

ENTERING A THIRD DIMENSION: The GUARDIAN's Mark Sweney reports Sony is "launching a marketing campaign using a 'fake' 3D TV ad in which all the images are blurred as part of a push to convince consumers to trade up to 3D sets." The Europe-wide campaign, via Anomaly, "features a bizarre montage that includes the footballer Kaka, a sports car doing a burnout, an exploding goalmouth and a strongman tensing his muscles." The payoff line is, "Maybe it's time to get a 3-D TV." Sweney notes the campaign will break in the U.K. on June 11 -- the first day of the FIFA World Cup and the "day after Sony 3D TVs will first go on sale"  (GUARDIAN, 5/24).

TIME IS OF THE ESSENCE: Cabestan Watches has created the Cabestan Scuderia Ferrari One watch, which costs US$374,000 and is exclusive to Ferrari owners. Only 60 copies will be manufactured of the watch, which is "being sold to commemorate 60 years of the Italian car maker’s involvement in Formula One" (LONDON TIMES, 5/23).

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