SBD/Issue 20/Sponsorships, Advertising & Marketing

Marketplace Roundup

Subaru To Use Puppy Bowl Theme For
Its Super Bowl XLV Commercial

MARKETING DAILY’s Tanya Irwin reports Subaru of America is “looking for some extra special talent” for its Super Bowl XLV commercial. The automaker will be “scouting the filming of Animal Planet’s Puppy Bowl” in N.Y. Oct. 15 and will “select five puppies to star in the spot, which will be shot the same day.” Sources said that the spot “will air nationwide just before the Super Bowl.” The commercial is “about a guy from Animal Planet traveling to the Super Bowl (in his Subaru, of course) with his five puppies and they make several stops along the way” (MARKETING DAILY, 10/8 issue).

NO “I” IN “TEAM” Heritage Sport Art is “selling watercolor portraits of historic uniforms, except the numbers shown didn’t belong to any player or else were worn by multiple players.” Heritage Sport Art Founder Scott Sillcox said, “Sports fans are truly fans of a team first, and fans of individual players on that team second” (WALL STREET JOURNAL, 10/8).

WHEELS & DEALS: Carlisle Companies will be an associate sponsor for Brad Keselowski’s No. 12 NASCAR Sprint Cup Dodge beginning in ’11. Carlisle will “use its sponsorship to put a variety of its brands” on the car throughout the season. Miller Lite will be the primary sponsor for Keselowski next season (, 10/7)....Lotus Racing has “signed a global representation agreement” with CAA. As part of the deal, CAA Marketing will “help the team develop and implement new marketing strategies” (, 10/7).

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