SBD/Issue 245/Sponsorships, Advertising & Marketing

Marketplace Roundup

In DC, Dan Steinberg noted Capitals LW Alex Ovechkin stars in a new DC-area commercial for Capital One, and it "isn't the only television ad" he taped for the company, which has "launched a campaign to raise awareness of its integration of Chevy Chase Bank." Another spot, co-starring Redskins QB Donovan McNabb, "will be on the air by mid-September." Ovechkin and McNabb also will "be part of the print campaign Capital One will continue to roll out this month." IMG Global Consulting Managing Dir, Senior VP & Head David Abrutyn, whose firm reps Ovechkin, said, "There's definitely some more visible things that will be coming as they move forward with the marketing plan" (WASHINGTONPOST.com, 9/2).

FLIGHT CANCELLED: The 4th U.S. Circuit Court of Appeals in Richmond, Va., has determined that the Ravens' use of the "Flying B" logo "in videos it sells violates Frederick E. Bouchat's copyright, and has asked a federal court in Baltimore to reconsider an injunction." Bouchat, a security guard in Baltimore, "successfully sued the Ravens in 1998 after claiming they had stolen his idea for the logo." The appeals court Thursday ruled that the "use of the logo in historical displays could continue but questioned whether its depiction in commercial products should be allowed" (Baltimore SUN, 9/3).

GRIN & BEAR IT: Fifth Third Bank announced Thursday that it has become an official sponsor of the Univ. of Cincinnati's football team as part of a deal that includes a "major presence at Nippert Stadium, including ATM machines." The partnership, "negotiated through Bearcat Sports Marketing, the multimedia rights partner for UC athletics, will begin with the 2010 season." Fifth Third also supports UC's Jefferson Avenue Sports Complex (CINCINNATI.com, 9/2).

Charlotte Buses Will Carry Information, Logos
For Three Local October NASCAR Races

RIDING THE BUS: Charlotte Motor Speedway is incorporating the Charlotte Area Transit System bus fleet in a new one-month ad campaign to "promote the track's NASCAR races next month." The effort will begin in mid-September and runs through mid-October ahead of the Oct. 16 Sprint Cup Series Bank of America 500. Using wraparound ads, the track's campaign "will make the buses look like jumbo stock cars." The effort will generate $6,000 for the transit system (BIZJOURNALS.com, 9/2). The buses will "carry ticket information and logos for three NASCAR events at the speedway" (CHARLOTTE OBSERVER, 9/3).

CAN YOU FEEL THE ELECTRICITY? Sharp has "become a UEFA partner to the end of 2013," covering the Euro 2012 tournament in Poland and Ukraine. The deal makes Sharp the "exclusive partner in the audiovisual equipment and solar-related products categories." The brand is "planning to advertise its Aquos LCD televisions and solar-related products around the tournament" (MARKETINGMAGAZINE.co.uk, 9/2).

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