SBD/Issue 9/Sponsorships, Advertising & Marketing

Marketplace Roundup

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" (, 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 (, 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" (, 9/20).

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