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SBD/Issue 244/Sponsorships, Advertising & Marketing
Published September 2, 2010
CNBC's Jane Wells noted Skechers “reported a record quarter last month, revenues topping a half-billion for the first time.” But since then, the American Council on Exercise “made a splash saying toning shoes don't work,” and Skechers shares “plummeted.” Also, a “false advertising lawsuit has been filed.” Skechers “has countered with research claiming the shoes do work, and the company is going on the offensive.” Wells reported, "You're going to see Joe Montana, who's already promoting them, be joined by Wayne Gretzky, Karl Malone (and) Evander Holyfield" in advertising ("Street Signs," CNBC, 9/1). In L.A., Alexa Hyland reported Skechers also has hired California-based crisis communications firm Sitrick & Co. and has "brought in defamation attorney Anthony Glassman and high-powered litigator Daniel Petrocelli" (L.A. BUSINESS JOURNAL, 8/30 issue).
|Dan Snyder (c) And Jerry Jones (r) Filmed Part
Of Commercial Shoot At Cowboys Stadium
SPECIAL DELIVERY: In DC, Dan Steinberg reported Cowboys Owner Jerry Jones and Redskins Owner Dan Snyder have teamed for a marketing campaign with Papa John’s that “will be revealed during their teams’ season-opening meeting on NBC” next Sunday night. Papa John’s, the official pizza sponsor of the NFL, also sponsors 12 teams, including the Cowboys and Redskins (WASHINGTONPOST.com, 9/1).
SHIFTING GEARS: MARKETING DAILY's Karl Greenberg reports the Bears and Toyota have extended their partnership, with the automaker upping its involvement to official car of the NFL team in a deal that gives it "headline sponsorship of the team's official" postgame show, "Bears Gamenight Live on Fox Chicago." Toyota also will be an associate sponsor of "Back to Football Week," a new "grassroots effort that the team will launch prior to the Sept. 12 opener." In addition, Toyota will sponsor a new "Fan of the Week" application on Facebook and have a "presence in LED signage throughout Soldier Field during Bears home games" (MARKETING DAILY, 9/2 issue).
ROUNDUP: Barclaycard, which this year is taking over Bank of America's rights to issue NFL league- and team-branded credit cards, announced elements of that activation. The cards allow holders to earn NFL Extra Points. Consumers also will receive a 20% discount for purchases on NFLShop.com using the card (Barclaycard)....Xerox has launched a new global marketing campaign that highlights its work with the Mets and the Univ. of Notre Dame. The effort is via Young & Ribucam (Xerox).