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SBD/Throwing A Changeup/Marketing and Sponsorship
Published September 15, 2010
Saints RB Reggie Bush yesterday forfeited his '05 Heisman Trophy, and CBSSPORTS.com's Dennis Dodd wrote Bush was practicing "classic damage control." Dodd: "Controlling damage to his reputation. Translation: endorsements. Bush had become such a tragic figure that it was wearing on his member-in-good-standing status as a Kardashian-dating, part-time playing, Super Bowl-ring wearing celebutant. ... Had Bush let this drag on, he would have begun to be defined by it, especially by the folks who are always looking for jocks to hawk their products" (CBSSPORTS.com, 9/14). But ESPN's Tony Kornheiser said he did not believe the scandal is "going to affect him." Kornheiser: "When he walked into the pros he had more endorsements than anybody other than a big-time quarterback, and he's already got a ring" ("PTI," ESPN, 9/14).
DEFENSIVE SPECIALIST: In Charlotte, Ron Green Jr. reports the Bronko Nagurski Award, given annually by the Charlotte Touchdown Club to college football's defensive player of the year, "has signed a four-year agreement" with North Carolina-based telecommunications company ACN to be the trophy's presenting sponsor. The six-figure deal will "enhance the club's financial commitment to area schools while also broadcasting the award show on a syndicated national television network beginning in 2011." Charlotte Touchdown Club Exec Dir John Rocco said that it is "too late for the Nagurski presentation to be televised this year but, beginning in 2011, the award will be featured in a 30-minute show that will air across the nation within one week of its presentation in early December" (CHARLOTTE OBSERVER, 9/15).
MAKING A STATEMENT: MULTICHANNEL NEWS' Reynolds, Eggerton, Spangler & Gibbons note DirecTV's current series of ads for the NFL Sunday Ticket package "has centered, rather amusingly, on displaced fans being able to watch their team in their rivals' home markets and on multiple devices." Creative in the current campaign "has played off of the feuds between" the Patriots and Dolphins, Giants and Cowboys and Redskins and Cowboys. But "Cake," the latest entry, "harkens to the ongoing contretemps between the top satellite-TV provider and cable." The spot "underscores the rivalry between DirecTV and cable," as the "hardly collegial 'Cake' takes a shot at cable, telco video providers and the league itself, the takeaway being that the Ticket's alternative, NFL Network's NFL RedZone scoring and highlights channel, is inferior and unsatisfying" (MULTICHANNEL NEWS, 9/13 issue).