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SBD/Issue 9/Sponsorships, Advertising & MarketingPrint All
Subway Will Break National Campaign Next
Month Supporting N.Y. Marathon Deal
Subway has signed a one-year sponsorship making it the "official training partner" of the ING-entitled N.Y. Marathon. The sponsorship of the country's top marathon dovetails nicely with Subway's "healthy/active" positioning, and also complements Subway spokesperson Jared Fogle competing in the Nov. 7 race.
Subway will support the deal with a national TV campaign scheduled to break in early October that will include Fogle's marathon training. Subway CMO Tony Pace said, "This is a great opportunity for us to show that elite athletes do eat at Subway." In-store support for the 200-plus Subway restaurants in N.Y. has not been finalized. Subway has hired Meb Keflezighi, the winner of last year's marathon, for appearances and other marketing assignments. Fellow QSR Dunkin Donuts has been a N.Y. Marathon sponsor since '06. However, Subway Dir of Sports Marketing Paul Bamundo said the rights of the two competing QSRs are clearly defined. "They use the marathon sell coffee, so that's off limits for us, but we can use it to market our breakfast offerings, which is now very important to us," he said. Subway launched a breakfast menu in April, to go with its featured Seattle's Best Coffee.
Toews Lands Five-Year Deal With Bauer To Go
Alongside Role As Canadian Tire Spokesperson
Bauer Hockey has signed Blackhawks C Jonathan Toews as the company's newest endorser. Under terms of the exclusive five-year partnership, Toews will wear Bauer equipment during the '10-11 NHL season and work with the company's product development team to aid future product development. Bauer Hockey will feature Toews in its global marketing efforts. Toews joins Blackhawks RW Patrick Kane on the Bauer roster, and both are expected to play roles in the company's upcoming marketing campaign (Bauer Hockey). SPORTSBUSINESS JOURNAL's Liz Mullen reports Canadian Tire Corp. next month will debut its "first Canada-wide commercial featuring an athlete endorser" when it rolls out ads featuring Toews. The Canada-based retailer selected Toews as its spokesperson "after considering several NHL stars." Canadian Tire VP/Merchandising John Jobin, on Toews: "He is from Canada. We wanted to get someone who was at the cusp of the growth of his career. What is very attractive for us is Jonathan is completely bilingual. He speaks both English and French, and it is not halting French." Mullen notes Toews "is not the only" NHL star landing endorsements. Penguins C Sidney Crosby "will be featured in four TV commercials running in Canada this coming season -- for Reebok, Gatorade, sporting good retailer FGL and restaurant chain Tim Hortons." he popularity of both Toews and Crosby "has seen a huge surge after Canada won Olympic gold" in the Vancouver Games, as Toews "was voted the No. 1 forward in the Games, and Crosby scored the gold-medal-winning goal in overtime." CAA Hockey co-Head Pat Brisson, the agent for both Toews and Crosby, said that he "could not recall a time when multiple young NHL stars would be featured in as many national commercials running in Canada" (SPORTSBUSINESS JOURNAL, 9/20 issue).
Watch This Spot On adidas' New NBA Jerseys
All 30 NBA teams are switching to "new, redesigned jerseys" this season by adidas that are "headlined by material that is 30 percent lighter and dries twice as fast as last season's uniforms," according to Chris Sesno of FANHOUSE.com. The NBA unveiled the new jerseys yesterday at the NBA Store in N.Y., and the "most notable change" in the "Revolution 30" jerseys is on the numbering. The "old solid, heavy material has been replaced by a new breathable mesh numbering that increases ventilation" to one of adidas' targeted "hot spots." The new material is "thinner, lighter and stretches more than last year's heavier, denser uniforms." But Sesno wondered, "Are people off the court going to care? Fans are more concerned about what these unis are going to look like rather than the intricacies of their creation." The lines and design are "very similar to last year's uniforms," and the numbering is the "most noticeable difference, both in performance and style." adidas Global Dir of Basketball Apparel Travis Blasingame said that there was "virtually no hesitation from any teams to make the switch" (FANHOUSE.com, 9/22). NBA.com's Art Garcia noted the new jerseys are "designed to be worn tighter and closer to the body." Magic C Dwight Howard said that this "makes it harder for opponents to grab." The inside of the jerseys has "much less stitching, increasing the comfort" (NBA.com, 9/22). YAHOO SPORTS' Trey Kerby wrote, "Probably the best part of these uniforms -- aside from the fact that they look significantly less shiny than the previous way-too-shimmery fabric used in the old kits -- is that they have special ventilation channels that allow more air in to the sweatiest parts of a player's body" (SPORTS.YAHOO.com, 9/22).
NOT-SO-GRAND UNVEILING: ESPN.com's Paul Lukas wrote, "Even by the relatively low standards of uniform unveilings, Wednesday's event at the NBA Store in Manhattan was a bit of a snooze." When it "came time to explain what's so revolutionary about the new uniforms, the league tossed up an air ball." Lukas: "We heard the same rote claims that get trotted out at every other uni unveiling: Lighter this, faster that, better performanczzzzzz... Whoops, sorry, nodded off there for a sec." Fans "want to know if the new uniforms will look different, and they want to know about all the new little details," but for the most part, "none of that info was presented, at least not coherently" (ESPN.com, 9/22).
Runner Paula Radcliffe Is Among Many
High-Profile Athletes Who Wear Phiten
In Toronto, Richard Griffin takes a look at Phiten, an "unusual, colourful cloth/titanium necklace" that is "reputed by its Japanese-based manufacturers to have the power to regulate and control the flow of energy throughout your body." The Blue Jays' clubhouse has a "strong list of fans trusting and believing in the company's self-proclaimed qualities of energy and health-giving." Other Phiten wearers include Twins DH Jim Thome, Red Sox Ps Clay Buchholz and Jon Lester, MLB Giants P Tim Lincecum, Tigers P Justin Verlander; golfers Sergio Garcia and Ernie Els; and runner Paula Radcliffe (TORONTO STAR, 9/23).
BASEBALL TO-GO: In N.Y., Shane Dixon Kavanaugh reported 10-inch televisions "made their debut in the New York City subway system on Tuesday," featuring "replays of home runs, stolen bases and other baseball highlights." The Metropolitan Transportation Authority "introduced video screens throughout one of its trains," and the train's seats also were "decorated to look like numbered box seats." It is the "latest effort" by the MTA to "increase its advertising revenue." The video screens are "part of a 'full body wrap' advertising campaign in the subway by ... TBS to promote its coverage of the playoffs" (NYTIMES.com, 9/21).
NOTES: Emporio Armani and Reebok launched the FW10 Reebok/EA7 Emporio Armani Collection with a specially commissioned giant animated LED screen next to Red Square in Moscow (Reebok)….Delta Airlines announced a multiyear deal with the Univ. of Oregon to make Delta the official airline of the university’s athletic program (OREGONLIVE.com, 9/22)….Puma announced a four-year deal sponsorship with the Gabon men's national soccer team Monday. Puma is the "biggest sponsor of national teams in Africa" (GOAL.com, 9/20).