SBD/Issue 34/Sponsorships, Advertising & Marketing

Marketplace Roundup

Senators One Of Several NHL Teams Selling
TV Ads On Glass Behind The Net

In Ottawa, Vito Pilieci reports the Senators are “looking to score with marketers by using technology that allows the team to sell TV advertising space on the glass behind the goalie’s net.” The technology, which “superimposes an ad over the glass, can only be seen by television viewers.” Senators VP/Broadcasting Jim Steel said that the ads are approved by the NHL and are “being used by a handful of teams,” including the Blackhawks, Rangers, Red Wings and Avalanche. Senators fans can “expect to see the ads in 20 of the team’s home games broadcast” on Rogers Sportsnet and Sportsnet Sens. Steel did not reveal "how much revenue is being generated” by the ads (OTTAWA CITIZEN, 10/28).

I PUT SOME NEW SHOES ON: reported Lakers F Ron Artest has left shoe company Peak and "signed an endorsement deal" with Ball'n. Artest will wear the Ball'n Lay Up shoe "for at least the first half of the new NBA season." The shoe will “initially be an LA exclusive release around All-Star Weekend," with a “further retail roll out planned for NYC, Chicago and Atlanta among other cities afterward.” The price has not yet been set. Ball’n was founded in ’91 and “describes itself as an athletic brand striving to ‘create quality footwear, apparel, and protective compression gear for athletes.’” Ball’n Founder Rodney Jeter noted the Artest deal is scheduled to be formally announced next week (, 10/26).

A DIFFERENT APPROACH: In Cleveland, Janet Cho reported a “new 10-story banner of Cleveland’s nighttime skyline was unfurled” yesterday on the side of Sherwin-Williams' HQ, 108 days after Nike’s “We Are All Witnesses” LeBron James banner “was pulled.” The black-and-white photograph of the downtown skyline reads “Our Home Since 1866: Our Pride Forever,” and has Sherwin-Williams’ name and logo in the bottom right corner. The banner “was supposed to be installed” by 7:00pm ET Tuesday before the Cavaliers’ home opener yesterday against the Celtics, but it “was postponed by bad weather” (, 10/27).

SHOPPING FOR FURNITURE: Furniture Row Companies today announced a multi-faceted endorsement deal with Broncos QB Tim Tebow. As part of the agreement, Tebow will work with Denver Mattress in its efforts to raise funds in support of orphanage services via the Tim Tebow Foundation. Meanwhile, Tebow will be featured in Jockey’s holiday catalog, available Monday (THE DAILY). Jockey also bought a billboard in Gainesville, the home of Tebow's alma mater, the Univ. of Florida, “featuring it’s newest pitchman” (, 10/27).

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