SBD/Issue 184/Sponsorships, Advertising & Marketing

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  • Yahoo Signs David Beckham To Front Ad Campaign, Provide Content

    Beckham Will Be Yahoo's First Ever
    Global Sports Ambassador

    Yahoo has signed Galaxy MF David Beckham as its first global sports ambassador to "front an international ad campaign ahead of the World Cup and provide exclusive content," according to Mark Sweney of the GUARDIAN. The campaign, which debuts "in more than 20 countries tomorrow, is the latest extension" of Yahoo's $100M brand marketing push "as part of a fightback against rivals including Google." Beckham, initially signed to work with Yahoo until September, will "start appearing in a major ad campaign." The effort in the U.K. includes "poster sites, the London Underground and newspapers including Metro and London Evening Standard, but does not include TV commercials." Yahoo also will feature a "David Beckham online channel where he will share experiences of playing in three World Cups." Beckham after the World Cup will "start to deliver rolling content, including a weekly blog, a weekly video and a number of chat sessions with users of Yahoo services" (GUARDIAN, 6/8). The partnership runs only until the start of the '10-11 EPL season (, 6/8). Yahoo U.K. Marketing Manager Andrew Cocker said, "Ultimately, we want to get the brand back to being central to people's lives. Using Beckham will allow us to be part of people's passions" (, 6/8).

  • UCLA, adidas Reach Deal In Principle To Extend Partnership

    Current UCLA-adidas Contract
    Due To Expire In June '11

    UCLA and adidas have reached an agreement in principle to extend the company’s exclusive sponsorship of Bruins athletics. Terms of the extension have not been disclosed, said a UCLA spokesperson, because a contract has not been signed and talks are still ongoing. There is no timeline for an announcement on the extension. A new deal would continue the partnership that has been in place since ’99, when adidas and UCLA first agreed to terms of the shoe and apparel contract. The parties extended the initial deal in ’05 through next June. A new agreement between UCLA and adidas would put to rest questions over the future of the partnership. School newspaper the Daily Bruin in April reported that UCLA officials submitted a proposal to adidas but had yet to hear a response, just days before an exclusive negotiating window was due to expire. However, the university spokesperson yesterday stressed that UCLA has not publicly discussed terms of the tentative extension, which is contrary to a published report from the weekend (Brian Helfrich, THE DAILY). In Portland, Rachel Bachman cited UCLA AD Dan Guerrero as indicating that the impending seven-year extension with adidas "will approach Michigan's unparalleled deal, worth $7.5 million annually." Open records show that UCLA's current deal is worth $4.6M per year (Portland OREGONIAN, 6/5).

    Arizona State
    California Nike*
    Oregon Nike
    Oregon State Nike
    Stanford Nike
    UCLA adidas
    USC Nike
    Washington Nike
    Washington State Nike

    NOTE: * = This deal has expired. Cal's contracts did not include the value of shoes and other promised apparel.

  • HSBC Promoting Wimbledon Sponsorship By Hosting Events In N.Y.


    HSBC for the third straight year is "going wacky for Wimbledon in New York," according to Stuart Elliott of the N.Y. TIMES. HSBC is an official sponsor of Wimbledon and is the banking partner for the All England Lawn Tennis & Croquet Club, and the bank is "stepping up its attempts to give New Yorkers a taste of tennis played on grass." Events are "planned from June 21 through June 25 with Rockefeller Center as the focal point of the activities." Companies set to participate include EA Sports, Prince and the California Giant Berry Farms -- which will have strawberries "that will be served with cream, the way they do it at Wimbledon." Jim Courier and Luke Jensen "are scheduled to be taking part" in the events. Aspects of the promo include a "grass tennis court to be installed at Rockefeller Center, where time to play matches can be reserved; tennis clinics, put on by Prince; restringing of racquets people bring by, provided by NYC Racquet Stores; a chance to play the EA Sports Grand [Slam] Tennis game on Wii consoles, with fans at Wimbledon as opponents; and live presentations of Wimbledon matches on a giant screen, plus vintage coverage, provided by ESPN." The promotion is "being advertised extensively in print and outdoor advertising." There will be ads in this week's issues of New York and The New Yorker magazines, and they will be followed "by ads in publications like AM New York, Time Out New York and The New York Observer." HSBC is working with "two units of WPP, JWT and MindShare Performance; Edelman; and IMG" (, 6/4).

    DRIVING FORCE: Hertz today announced it has renewed its official supplier association with Wimbledon for the next five years, marking its 16th consecutive year of the partnership. Hertz to mark the extension is giving away 12 pairs of Centre Court tickets to this year's Wimbledon women's semifinals (Hertz).

  • Wal-Mart In Talks With NASCAR About Potential Sponsorship Deal

    Wal-Mart Believed To Be Exploring Opportunities
    With Hendrick Motorsports And Its Drivers

    Wal-Mart is in "deep discussions with NASCAR team and league officials about a wide-ranging deal that has both sponsorship and licensing implications," according to Lefton & Smith of SPORTSBUSINESS JOURNAL. While "several scenarios are being considered and the talks remain fluid," sources said that Wal-Mart is "discussing the potential of a direct license that would make it NASCAR's exclusive retailer in the mass merchandise space." A direct license "would give Wal-Mart the ability to select its suppliers and set prices for certain categories, such as hats and T-shirts." Wal-Mart is "believed to be exploring sponsorship opportunities with Hendrick Motorsports as well." Analysts note that Hendrick's Sprint Cup Series drivers -- Jimmie Johnson, Jeff Gordon, Dale Earnhardt Jr. and Mark Martin -- "account for close to 75 percent of all licensed sales in the sport," making it a "logical team for Wal-Mart to sponsor." Securing Wal-Mart as part of an exclusive mass merchandise deal "would be a significant coup for any sports property, especially if it entails a NASCAR store-within-a-store concept" (SPORTSBUSINESS JOURNAL, 6/7 issue).

    RAPID RELEASE: SPORTSBUSINESS JOURNAL's Michael Smith reports Tylenol "will not renew its official partnership with NASCAR." Tylenol has been NASCAR's official pain reliever since the start of the '07 season and its current deal runs through the end of the '10 season. A spokesperson from McNeil Consumer Healthcare, Tylenol's parent company, said that it "has already notified NASCAR that it won't continue its official partnership" (SPORTSBUSINESS JOURNAL, 6/7 issue).

  • Bucyrus Sponsorship Keeps Nationwide Series Race In Wisconsin


    Milwaukee-based mining equipment company Bucyrus Int'l has announced that it will sponsor The Bucyrus 200 on June 19, a NASCAR Nationwide Series race and "first-time event" that will take place at Road America in Elkhart Lake, Wis., according to Dave Kallman of the MILWAUKEE JOURNAL SENTINEL. The sponsorship "covers one year, but Bucyrus and Road America have started talking about future involvement." Bucyrus CEO Tim Sullivan said what really "struck my interest is when the Milwaukee Mile and the promoters of the Milwaukee Mile were struggling to keep" the Nationwide Series race in the area. The Milwaukee date "essentially moved 65 miles up I-43 to Elkhart Lake," and Sullivan said, "We wanted to make sure that we didn't lose another opportunity to keep a major event here in Milwaukee. I mean, we lost the (PGA Tour) golf tournament. And you start to lose those things as a community and it becomes a situation where, very quickly, you become that large small-city or large small-region." Kallman noted the idea of a race sponsorship "had been around Bucyrus for at least five years." But Sullivan said that the "trigger came during a business trip ... when he and several other executives found themselves checking their BlackBerries simultaneously for updates on a NASCAR race." Sullivan added that Bucyrus "will use the race as an employee perk, in place of its company picnic this year." Additionally, "several hundred employees and customers plan to travel from Europe and South America for the event." Sullivan said that the sponsorship provides the opportunity "to strengthen business-to-business relationships." Sullivan: "When we said that we were going to sponsor the race, some of our domestic customers asked if they could run some commercials during the telecast. So it's stretched even beyond our company" (MILWAUKEE JOURNAL SENTINEL, 6/6).

  • Marketplace Roundup

    Reebok Reportedly Targeting Wall
    To Be One Of Its Main Endorsers

    In DC, Michael Lee reported NBA Draft prospect John Wall on Friday met with Reebok officials to "discuss a possible shoe deal." Reebok is "looking for a new player to build its empire around with Allen Iverson retiring last season," and sources contend that the company "has been targeting Wall for some time." Reebok officials reportedly were "planning a special presentation" for Wall, and the meeting "went pretty well." Sources indicate that Nike and Under Armour "are also in play" for Wall (, 6/7).

    YOU CAN CALL ME SUPERMAN: Warner Bros. Consumer Products and DC Comics are teaming with adidas and Magic C Dwight Howard to produce a Superman-inspired line of merchandise. The upcoming adidas line will include footwear and other apparel, co-branded with Superman and Howard, and will be distributed globally starting this holiday season. adidas also has inked a licensing partnership with Source Interlink Cos. to produce apparel based on cover art and photographs from Slam and Surfer magazines. The line also is expected to be available for the holidays (THE DAILY).

    EAT MORE CHICKEN: QSR MAGAZINE reported the MLS Galaxy's three-year sponsorship with QSR Pollo Campero includes the "Shut-Out Promotion" for the '10 MLS season, giving fans a "chance to score free chicken with every home game" at The Home Depot Center. Each Galaxy ticket holder receives a coupon for a "free two-piece meal at any" of Pollo Campero's 13 L.A. locations any time the Galaxy shut out an opponent, and to date 40,000 coupons have been distributed (, 6/7).

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