NHL Rangers' Sather Drops GM Title Steelers Move Toward Super Bowl Bid Arizona State Transitions To Adidas New Balance Launches Global Campaign Arum's Top Rank Sues Haymon, PBC Chevy The Latest Daytona Rising Founding Partner SNY, Citi Present Special Mets Telecast Classified Advertisements Nike's Phil Knight Stepping Down In '16 USOC Praises Boston 2024's Progress
SBD/Issue 179/Sponsorships, Advertising & Marketing
Published May 28, 2010
Crowne Plaza Thursday said that it will "return next year as title sponsor of Fort Worth’s annual PGA Tour event, ending more than a year of speculation about whether officials at the hotel chain would exercise their option to depart" after this year's tournament. Crowne Plaza VP/Brand Management Gina LaBarre: "We will be here next year. It is definitely done." Crowne Plaza has been title sponsor since '07, and "discussions are ongoing about 2012." LaBarre noted that a selling point "has been the continued improvement" of the event's field, which this year features five of the world's top eight golfers (FT. WORTH STAR-TELEGRAM, 5/28).
DRIVING FORCE: Mercedes-Benz announced a multiplatform global marketing partnership with tennis player Roger Federer. The deal covers the use of his image, personal appearances and product placement, and it makes Federer a Mercedes-Benz brand ambassador. Federer has been a brand ambassador for Mercedes-Benz China since '08. The deal comes as the automaker readies to ramp up activation of its U.S. Open sponsorship (Mercedes-Benz USA).
|London Games Mascots Continue To Draw
Negative Reactions For Critics
FOGGY BOTTOM: Several Boston-area designers reviewed the '12 London Games mascots, Wenlock and Mandeville. Alphabet Arm Creative Dir Aaron Belyea gave the mascots a "C" and said, "It gets so far away from what the spirit of the Olympics is, it feels like a wildly different brand to me. It doesn’t feel like sports." Modernista Dir of Design, Advertising & Marketing Darren Crawforth gave the mascots an "F" and said, "Mandeville and Wenlock seem like just another two pieces to an already confused and disparate brand campaign" (BOSTON GLOBE, 5/27). MARKETING WEEK's Mark Ritson wrote, "First the Olympic logo and now Wenlock have undermined one of the most treasured perceptions of the UK -- that we are leaders in design and branding" (MARKETINGWEEK.co.uk, 5/27).
THE FUTURE'S SO BRIGHT: AD AGE's Michael Learmonth reported Nike's new three-minute "Write the Future" World Cup viral ad "broke the record for the biggest audience in the first week of a campaign with 7.8 million views," topping Nike's ad released in April featuring Tiger Woods and the voice of his father, which drew 6.3 million views in its first week (ADAGE.com, 5/27).