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SBD/September 9, 2010/SponsorshipPrint All
Boise State is “expected to set licensing royalty records yet again” after its win Monday night against Virginia Tech, according the Darren Rovell of CNBC.com. The Boise State Bookstore ships Broncos merchandise to all 50 states and annual sales “have resulted in more than $1 million going back to fund scholarships.” More than 350 licensees make Boise State products “from Scentsy Plug-In Room Warmers to Snuggies” to a Boise State Mr. Potato Head. Rovell wrote a sign of “how big Boise State has gotten” is Nike’s women’s replica jerseys. The company “doesn’t do that for every school.” Boise State gear “used to be an Idaho only staple,” but “not anymore.” Broncos gear this year will be in Dick’s Sporting Goods, Target, Old Navy, Walmart, Bed, Bath & Beyond, Costco, JC Penney, Kohls and Dillards across the country. Although Boise State likely will collect “less than 10 times what Texas will collect” in gross licensing royalties this year, Collegiate Licensing Co. indicated that the school this past fiscal year “outearned” Colorado, Stanford, Connecticut, Boston College and Georgetown. Boise State Dir of Trademark Licensing & Enforcement Rachael Bickerton said that “winning the game against Virginia Tech was important from a retail standpoint because the school can now further expand the line -- that includes the bigger, bolder Bronco logo -- that might have just been a one-night only sensation had the Broncos lost." Bickerton added that she is “in the process of licensing replica helmets from what was worn” during Monday’s game, and that there is a possibility the Nike Pro Combat uniforms "will be worn again" (CNBC.com, 9/7).
The NHL's two console video game licensees each held marketing events yesterday in N.Y. to herald the retail release of their respective titles. 2K Sports, which retooled its "NHL 2K11" to be a Wii-only release, completed a more than three-month promotional tour of the U.S. and Canada with a specially outfitted RV, covering more than 10,000 miles and reaching 15 NHL markets. The end of the tour culminated with Canucks C Ryan Kesler, the cover athlete for the game, and Devils C Travis Zajac meeting with fans, participating in a youth hockey clinic, and leading a media pickup hockey game. Company execs said the RV tour was successful in building awareness for this year's title, important for parent company Take-Two Interactive as EA's rival NHL simulation games have held a sizable advantage in recent years in critical renown and sales, helping prompt the 2K Sports decision to not produce a Xbox 360 or PlayStation 3 version of the game this year. 2K Sports Dir of Marketing Chris Snyder said, "We've learned a lot, and it's something we're really proud of. We're going to go back and evaluate everything that's happened on the tour over the summer, but it's a model we're definitely considering replicating for other titles." EA, meanwhile, held a somewhat similar promotional event at the NHL Store in Manhattan with Blackhawks C Jonathan Toews, cover athlete for "NHL 11," and teammate RW Patrick Kane. This year's version includes a new real-time physics engine powering the animation, and teams and players from the CHL to add to prior representations from the NHL and European pro leagues.
Izod IndyCar Series Grand Prix of Alabama organizers said that the race "will be sponsored by American Honda from 2011 through 2013 after a deal was signed" yesterday, according to Ben Piper of the BIRMINGHAM BUSINESS JOURNAL. Terms of the deal were not disclosed. Bruno Event Team President & CEO Gene Hallman, whose company operates the race, said that the Honda Grand Prix of Alabama, "originally slated to run through 2012," has been "extended through 2013." Hallman added that "having a national sponsor back the event should encourage local businesses to get more involved with the Grand Prix of Alabama." The race this year was presented by Legacy Credit Union, and Piper notes the company is "still a sponsor." Samford Univ. sports business and marketing professor Darin White said, "From a marketing perception standpoint, a sponsor like Honda will help that event develop certain positive attributes in the minds of potential spectators." White added that the "three-year length of the sponsorship is fairly standard," and that it "opens the door for more national sponsors to bid for the event in the future if the event goes off well." Hallman noted that the '11 Grand Prix, scheduled for April 10, "will be held one week before a NASCAR event at Talladega Superspeedway on April 17, to create a 'speed week'" (BIZJOURNALS.com, 9/9).
In Las Vegas, Steve Carp reports both AT&T and Reebok have confirmed that they "no longer have business relationships" with boxer Floyd Mayweather Jr., who "rocked the boxing world with a 10-minute Internet video diatribe against [Manny] Pacquiao in which he made racist and homophobic remarks." Reebok Corporate Communications Manager Dan Sarro said that the "contract between Mayweather and his company expired after his May 1 fight against Shane Mosley and was not renewed." AT&T spokesperson Steve Schwadron said that Mayweather's association with his company was "limited to a 2009 television commercial." Golden Boy Promotions CEO Richard Schaefer, whose company has promoted Mayweather's last four fights, said that he "didn't think Mayweather would cause sponsors to back away" from boxing after his rant (LAS VEGAS REVIEW-JOURNAL, 9/9)
DOYER TOWN: In L.A., Steve Dilbeck reported the Dodgers have trademarked the phrase, "Los Doyers," a "riff on a Spanish pronunciation of Dodgers." The phrase has "gained mainstream popularity thanks to local sports-talk host Petros Papadakis, who's been using it for years," and there are now "T-shirts with the phrase scripted across the front on sale at Dodger Stadium gift shops" (LATIMES.com, 9/7).
NOTES: Appliance and electronics retailer hhgregg has reached a sponsorship agreement with Raycom Sports that makes the company the official presenting sponsor of Raycom Sports' HD regional telecasts during the '10 ACC football season, beginning with Saturday's Duke-Wake Forest game (Raycom)....Xyience has renewed its deal with MMA fighter Wanderlei Silva, who has been the face of the company's Xenergy drink since September '08. Xenergy is the official energy drink of the UFC (Xyience).