SBD/Issue 36/Sponsorships, Advertising & Marketing

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  • Budweiser Reportedly Won't Make Final Sponsor Payment To RPM

    Kasey Kahne Left RPM
    Five Races Early

    Anheuser-Busch has told Richard Petty Motorsports that the NASCAR team "will not receive the final payment on its 2010 sponsorship contract," according to sources cited by Dave Moody of Sirius NASCAR Radio. A-B's contract with RPM "called for Kasey Kahne to be the driver of the Budweiser Ford, and when Kahne left the team five races early to join Red Bull Racing, that contract became null and void." There has been "no confirmation from either the team or Budweiser, and no word on what the final installment of that sponsorship would have been worth to the team" (SIRIUS-SPEEDWAY.com, 10/29). Budweiser was on RPM's No. 9 car driven by Aric Almirola for yesterday's Sprint Cup Series Amp Energy Juice 500, but ESPN's Terry Blount noted it is unclear "whether they will be on the car the rest of the way and how that affects whether the 9 car will finish the season." RPM's future is in jeopardy due in part to co-Owner George Gillett's financial woes, but Blount said, "It does no one any good -- not Richard Petty if he hopes to take over the team, not Roush Fenway and not the creditors -- to shut things down with three races to go. I think they're going to do everything possible to have all four cars finish the season for the last three races" ("NASCAR Now," ESPN2, 10/31).

    HOLDING OUT HOPE: Elliott Sadler, who drives RPM's No. 19 Sprint Cup entry, said, "We’ve got a lot of guys on our team working paycheck to paycheck. They’ve got families. They’ve got kids. They’ve got house payments. They’ve got a lot of stuff they have to take care of. I’m just praying and hoping everything works out for them. No matter what happens to me next year, I definitely hope Richard Petty Motorsports stays healthy, stays in the business. Richard Petty deserves it. There are a lot of guys on that team that deserve it" (SCENEDAILY.com, 10/30). Driver Brad Keselowski said, "It's a big deal to lose the King. ... But my perspective on that is Richard will find another position in this sport, and we won't lose him. I think we'll just lose his namesake on a team that isn't even his team to begin with" (SI.com, 10/29).

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  • Robby Gordon Creates Energy Drink To Generate Revenue For Team

    Gordon Hopes Speed Energy
    Can Help Fund His Team

    NASCAR driver Robby Gordon "introduced a new energy drink Friday that he developed as a potential revenue source for his race team," according to Jenna Fryer of the AP. Gordon said that Speed Energy "will be in stores soon, and he marked the launch by featuring the product on the No. 7 Toyota" he raced in yesterday's Sprint Cup Series Amp Energy Juice 500 at Talladega Superspeedway. Gordon said that he has "invested millions of his own money into the drink but did not disclose specific costs." He has "partnered with his longtime attorney Steven Nichols as owners of the drink company." Gordon "plans to use Speed Energy as a sponsor of his team, but he was noncommittal on how much he'll race next year." His "initial goal is to run the first five races of 2011 and then the 'fun' events and large markets." Fryer noted it is "not clear if by 'fun' events, Gordon meant the Indianapolis 500, the Dakar Rally or the Brickyard 400." Gordon has "partnered previously with both Red Bull and Monster energy drinks during his long career" (AP, 10/29). SCENEDAILY.com's Bob Pockrass noted Speed Energy "goes along with Gordon's website, Speedfactory.tv, that shows video clips of his race team's preparation for events." Gordon: "You'll see through our marketing program, it definitely will be an extreme motorsports marketing plan that will take this brand on. ... It's so easy for me to promote this brand. It's our brand. It's about a lifestyle that so many people dream about going fast" (SCENEDAILY.com, 10/29).

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  • Pregame Huddle: Ford Tops Advertiser Exposure On "Fox NFL Sunday"

     

    Ford topped all advertisers in exposure during the "Fox NFL Sunday" pregame show during Week Six, according to an analysis conducted exclusively for SportsBusiness Daily by sponsorship research firm SRi. The automaker, which serves as a presenting sponsor of the show, accounted for 43% of all sponsor exposure during the program. Ford has been putting special focus during the show on its '11 midsize crossover SUV, the Edge, which was featured prominently during multiple segments. MSN finished second in exposure for its logo placed behind Fox NFL reporter Jay Glazer during his "Glazer's Edge" insider information segment. Coors Light was the only official NFL sponsor to get exposure, as it sponsored the analysts' "pick 'em" segment at the end of the show. Listed below is exposure for each advertiser during the Oct. 17 episode of "Fox NFL Sunday."

    This week, THE DAILY will present exposure from each of the NFL Sunday pregame shows from Oct. 17. See tomorrow's issue for "The NFL Today" on CBS (SRi).

    NOTES: Legibility is defined as the amount of on-screen time for which at least 90% of the sponsor’s name is clearly legible to the viewer. * = Official sponsor of the NFL. ** = NFL partner.

    ADVERTISER EXPOSURE FOR "FOX NFL SUNDAY" FROM OCTOBER 17
    ADVERTISER
    LEGIBILITY (MM:SS)
    % OF BROADCAST
    Ford
    17:32
    43.0%
    On-Set Signage (Ford)
    07:54
    19.4%
    On-Screen Graphics
    04:32
    11.1%
    On-Set Signage (Ford Edge)
    02:43
    6.7%
    Advertorial
    01:58
    4.8%
    Verbal Exposure (5 mentions)
    00:25
    1.0%
    MSN
    05:41
    13.9%
    Backdrop
    03:54
    9.6%
    On-Screen Graphics
    01:47
    4.4%
    Windows 7
    03:33
    8.7%
    On-Screen Graphics
    02:07
    5.2%
    On-Set Signage
    01:16
    3.1%
    Verbal Exposure (2 mentions)
    00:10
    0.4%
    State Farm
    03:18
    8.1%
    On-Set Signage
    01:36
    3.9%
    On-Screen Graphics
    01:12
    2.9%
    Verbal Exposure (6 mentions)
    00:30
    1.2%
    Burger King
    02:03
    5.0%
    On-Screen Graphics
    01:44
    4.3%
    On-Set Signage
    00:14
    0.6%
    Verbal Exposure (1 mention)
    00:05
    0.2%
    Sprint
    01:37
    4.0%
    On-Screen Graphics
    01:27
    3.6%
    Verbal Exposure (2 mentions)
    00:10
    0.4%
    Pizza Hut
    01:35
    3.9%
    On-Screen Graphics
    00:39
    1.6%
    On-Set Signage
    00:31
    1.3%
    Verbal Exposure (2 mentions)
    00:25
    1.0%
    Coors Light*
    01:18
    3.2%
    On-Screen Graphics
    01:13
    3.0%
    Verbal Exposure (1 mention)
    00:05
    0.2%
    Twitter
    00:38
    1.6%
    Verbal Exposure (4 mentions)
    00:20
    0.8%
    On-Screen Graphics
    00:18
    0.7%
    St. Jude
    00:35
    1.4%
    On-Screen Graphics
    00:20
    0.8%
    Verbal Exposure (3 mentions)
    00:15
    0.6%
    DirecTV**
    00:32
    1.3%
    On-Screen Graphics
    00:17
    0.7%
    Verbal Exposure (3 mentions)
    00:15
    0.6%
    Southwest Airlines
    00:13
    0.5%
    On-Screen Graphics
    00:13
    0.5%
    Joseph Abboud
    00:04
    0.2%
    On-Screen Graphics
    00:04
    0.2%
    Interscope Records
    00:03
    0.1%
    On-Screen Graphics
    00:03
    0.1%
    Sirius**
    00:03
    0.1%
    In-Car Signage
    00:03
    0.1%
    EA Sports**
    00:02
    0.1%
    Madden Football
    00:02
    0.1%
    TOTAL EXPOSURE
    38:34
    94.6%

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  • Marketplace Roundup

    Allaster Optimistic After WTA Lands Three New
    Sponsors In '10, Renews Deal With Sony Ericsson

    WTA Chair & CEO Stacey Allaster discussed the state of business for the women's tennis tour this weekend at the season-ending WTA Championships, saying, "In 2010, not only did we renew Sony Ericsson, we secured three new sponsors. We had not secured a new sponsor in six years." Allaster noted the WTA has a new relationship with Sweden-based cosmetics company Oriflame, as well as a deal with China-based apparel company Peak under which a "WTA clothing line will launch in 6,000 retail outlets in 2011 in China." Allaster said, "Our third partnership, I really would like to tell you, but I can't. It is signed, and it will be announced in the next couple of weeks." She added, "I think we will have at a minimum one more, possible two more sponsors" (THE DAILY).

    DRIVE IN, DRIVE OUT: Andretti Autosport and driver Tony Kanaan have "reached an agreement to terminate their multiyear contract effective immediately," while the Izod IndyCar Series team announced a two-year extension with driver Ryan Hunter-Reay. Team President & CEO Michael Andretti said that the "departure of sponsor 7-Eleven precipitated" the Kanaan move. But Andretti noted that he "is close to announcing a sponsor to replace Izod on Hunter-Reay’s car." As it stands, Andretti Autosport would go into the '11 season "as a three-car team with Hunter-Reay, Marco Andretti and Danica Patrick" (INDYSTAR.com, 10/29).

    JUST LIKE BRIAN WILSON DID: In DC, Dave Sheinin wrote Giants P Brian Wilson "might be the most popular Giant of all back in San Francisco." Whether it is his "fan-friendly efforts, or just the public's natural fascination with freaks," Bay Area stores have "sold out of Wilson-style fake beards and the stands at AT&T Park are full of Wilson look-a-likes" and T-shirts that say "Fear the Beard." Sheinin added, "If 'torture' -- the Giants' self-described style of play, which this weekend has them on the verge of the franchise's first World Series title in 56 years -- had a face, it would be Wilson's" (WASHINGTON POST, 10/30).

    HEAD IN THE GAME: The GLOBE & MAIL's Bruce Dowbiggin wrote thanks to "Twitter-happy owner Ted Leonsis, no team is more media savvy than the Capitals," and Capitals LW Alex Ovechkin's new TV ad for CCM "has gone viral." Ovechkin explained how the ad, in which he is a "scary disembodied head in a school locker," was made. Ovechkin: "They had me inside a green screen. I had to keep it still. After they did the graphics, all you could see was my head in the locker." He added, "It's perfect for Halloween, I guess. ... My friends back home have seen it on the Internet and they're all calling me to talk about it" (GLOBESPORTS.com, 10/31).

    WHEN YOU WISH UPON A STAR: In Houston, Jose De Jesus Ortiz noted the MLS Dynamo’s offseason to-do list includes renewal talks with Amigo Energy for the club's jersey sponsorship. And signing a "major impact player would increase" the Dynamo's "name recognition, thus increasing the value of the team's jersey sponsorship" (HOUSTON CHRONICLE, 10/30).

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