SBD/Issue 243/Sponsorships, Advertising & Marketing

Marketplace Roundup

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).

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