SBD/Issue 204/Sponsorships, Advertising & Marketing

Marketplace Roundup

In N.Y., Eric Wilson notes it "should come as little surprise that fashion designers have had their antennae up for a breakthrough star at the World Cup." U.S. national team D Carlos Bocanegra "seems to be cultivating a real-man-who-likes-fashion image in a way that few of his predecessors have, without drawing a metrosexual penalty." However, Esquire Fashion Dir Nick Sullivan "found this year's Most Fashionable Player draft picks to be underwhelming." Sullivan: "It's not a vintage year. The ones they really need have to be dazzlingly good-looking, be good with their feet and be willing to be a fashion plate." Designer Simon Spurr's "money is on Fernando Torres, the sometimes-blond striker for Spain with boy-band looks who already has his own watch collection and an autobiography." Spurr: "It's rare when you get a Ronaldo or Beckham. It's hard to find that all-in-one package these days. When they come about, the fashion brands jump on them" (N.Y. TIMES, 7/8).

Aviva Inks Four-Year Deal To Replace Guinness
As Title Sponsor Of Premiership Rugby

DRINK UP: MARKETING magazine's Joe Thomas reported Aviva has replaced Guinness "as the title sponsor of Premiership Rugby," having agreed to a four-year, US$30M deal. The financial services company "will work alongside Premiership Rugby on both the elite side of the game, as well as investment in community programmes." The deal, "negotiated by Hill & Knowlton's Sports Marketing team, begins immediately" (, 7/7).

MONTHLY INSTALLMENTS: In London, Paul Barbett reports English soccer club Middlesbrough will "sell their shirt sponsorship on a monthly basis" after failing to agree to a "new deal which met their expectations." The club "struggled to find a new sponsor willing to match the record deal" signed with Garmin in '08. The new marketing concept is "believed to be the first of its kind" in soccer and "will offer companies the chance to buy advertising space in 10 monthly slots" throughout the season (London TELEGRAPH, 7/8).

GIRL POWER: MARKETING DAILY's Aaron Baar notes the Girl Scouts organization is "looking to address declining enrollment and a staid image with a new advertising campaign." New print ads "showcase the broad range of activities and futures participating in Girl Scouts can bring." One ad features tennis player Venus Williams, "touting not only her athletic powers, but business sense and advocacy for equal pay" (MARKETING DAILY, 7/8 issue).

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