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SBD/Issue 243/Sponsorships, Advertising & MarketingPrint All
Vonn Appearing In Under Armour's New
"Protect This House. I Will" Campaign
Under Armour today unveiled a new ad campaign targeting female consumers, titled "Protect This House. I Will." The online campaign, consisting of multiple 30- and 60-second spots and a dedicated Facebook page, features skier Lindsey Vonn, WPS Boston Breakers F Lauren Cheney and sprinter Monica Hargrove. These three Under Armour athletes also appear in a 60-second spot with swimmer Michael Phelps and Bucks G Brandon Jennings. The videos debuted today on Under Armour's YouTube page, and "Protect This House. I Will" banner ads appear across a variety of websites (Under Armour). In N.Y., Elizabeth Olson notes Under Armour is "aiming to win over a new audience -- active young women." Under Armour Chair & CEO Kevin Plank said, “Women’s apparel some day will be larger than our men’s apparel business, which is our goal.” Olson notes this is not the brand's "first attempt to court women," but Under Armour Senior VP/Brand Steve Battista recalls that “its first major effort eight years ago flopped.” UA’s newly designed line includes “compression shorts, a sports bra, shorts, footwear and other training gear." The campaign, a joint effort between Under Armour and Shilo, N.Y., “builds on the company’s successful we’ll-tough-it-out-together theme that it started for its men’s gear.” Olson notes a 60-second TV ad will appear through the end of the Christmas holiday period on ESPN, CW and MTV. The digital portion of the campaign will appear on MTV.com, Facebook and other “teenage-oriented outlets, video sites like Hulu and CW and the high school sports site MaxPreps” (N.Y. TIMES, 9/1).
The USA Bid Committee to host the FIFA World Cup in '18 or '22 today announced American Airlines as an official partner. The airline joins AT&T and Fox Soccer Channel to become the third partner of the bid. Terms of the deal were not available. American Airlines will be able to use the bid committee's logo, marks and slogans in press releases, advertising and marketing materials. The bid committee will post the American Airlines logo on its website. The deal adds another soccer partnership to American Airlines' portfolio, which already includes a relationship with MLS. The U.S. is competing to host the World Cup in either year against bids from England, Russia, Netherlands/Belgium and Portugal/Spain. It is competing to host the event in '22 against Australia, Japan, Qatar and South Korea.
Polamalu Fronting P&G's
Efforts To Reach NFL Fans
Procter & Gamble’s $1M insurance policy on Steelers S Troy Polamalu's hair and an accompanying website “are just the latest part of P&G’s plan to maximize its NFL connection,” according to Sarah Mahoney of MARKETING DAILY. P&G earlier this week revealed that it has insured Polamalu’s “trademark hair for $1 million, and that the policy will cover those crazy Samoan curls for the entire football season.” The advertising campaign includes its "own website -- troyshair.com -- with all kinds of fun, including a way to upload a friend’s face under his hair, apps, and a ‘Mane Event’ bracket to vote on the strangest ‘dos ever to come out of the NFL.” P&G is in its second year as an official sponsor of the NFL and “hopes its ads will appeal not just to football fans, but to the women who love them -- as well as the women who just think those girly-curls are cute." rEvolution President & CEO John Rowady said, “It’s a good strategy. In the NFL, there is a very passionate male fan base and a passionate female fan base. The changes in the economy have affected the way the female shopper acts in the store, and using a fun, quirky campaign to influence the male buyer is a good idea. This could create a buzz, and wind up being a successful social program for them.” Mahoney notes P&G is “sprinkling Troy’s hair site with hirsute trivia and with plugs” for Head & Shoulders’ Hair Endurance for Men, along with “games, gimmicks and contents." Prizes include a Super Bowl XLV VIP package (MARKETING DAILY, 9/1 issue).
LPGA Still Searching For Title Sponsor
For Tour Championship In December
In Orlando, Jeff Shain reports, "Barring a fairly quick reversal of fortune, it appears the LPGA Tour Championship will proceed without a title sponsor" for the Dec. 2-5 event at Orlando's Grand Cypress Resort. Talks with an "unnamed prospect had been moving toward a deal in recent weeks until hitting an impasse near the end of the process." With three months left until the season finale, the "focus now has shifted to other sponsorship levels." LPGA Chief Communications Officer David Higdon: "Given the late date, (a title sponsor is) very unlikely" (ORLANDO SENTINEL, 9/1).
TAKING IT TO THE HOOP: MARKETING MAGAZINE's Mark Banham reports mobile phone provider O2 has signed up as the "first commercial partner" of the March 4 and 5 Nets-Raptors regular-season games at London's O2 Arena. O2 customers "will have the opportunity to win tickets and exclusive NBA experiences to the NBA Europe Live events, and the main tournament, through competitions run through O2 high-street stores, O2's mobile services, and via the O2 blueroom online ticketing service" (MARKETINGMAGAZINE.co.uk, 9/1).
DRESSED FOR THE OCCASION: Macy's yesterday announced a partnership with the Greg Norman Collection. The golf brand will team up with Macy's upscale menswear brand, Tasso Elba, to design a line of golf-inspired sportswear. The Greg Norman for Tasso Elba line will launch exclusively in Macy's stores and on Macys.com in January featuring golf lifestyle products such as shirts, shorts, pants, outerwear, belts, socks and hats (Macy's).
FIGHT FOR INDEPENDENCE: MARKETING DAILY's Karl Greenberg reports Tecate is "tying its sponsorship of the forthcoming boxing title fight between 'Sugar' Shane Mosley and Mexican-American Sergio Mora to Mexico's Bicentennial Independence Day weekend." Tecate "will tailor its TV, radio and out-of-home advertising carrying a 'Cerveza Con Caracter' theme, with information about the fight." The beer brand also will "augment the effort with retail programs" in select markets. In addition, Tecate again will "offer mail-in rebate coupons worth $25 off of the HBO PPV fight event with the purchase of a 12-pack or larger of Tecate or Tecate Light" (MARKETING DAILY, 9/1 issue).