SBD/Issue 37/Sponsorships, Advertising & Marketing

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  • Giants Merchandise Popular As Fans Catch World Series Fever

    Sales Of Giants Gear At Team-Owned
    Stores Are Up 150% Compared To '09

    MLB Senior VP/Licensing Howard Smith said that the "unusual match-up of the Giants and Rangers" in the World Series "sparked a buying spree of official merchandise," according to David Goll of the SILICON VALLEY/SAN JOSE BUSINESS JOURNAL. Prior to the Giants capturing the World Series last night, Smith said, "I’ve seen the numbers, and they are unbelievable. Because of the circumstances of these two teams, with the underdog Giants doing so well and Rangers never having been in the World Series, it’s something special this year. People have really connected with these teams." Giants Senior VP/Communications Staci Slaughter said that "sales of T-shirts, caps, jerseys and other items at seven team-owned Giants Dugout stores" have increased 150% compared to the same time last year, when the team did not make the playoffs. Slaughter said last week, "The demand is so overwhelming at our (AT&T Park) store, we took over the Borders store across the street that closed a couple of weeks ago." She added, "Jerseys with Tim Lincecum's and Buster Posey's names are incredibly popular" (SILICON VALLEY/SAN JOSE BUSINESS JOURNAL, 10/29 issue). In Dallas, Brandon Formby reports the "hottest-selling items during the three days of the World Series in Arlington were the T-shirts" the Rangers wore after winning the ALCS, the "blue field cap with the World Series logo on the side and the World Series lanyards." The team also sold "more than 30,000 World Series programs over the last three days." In addition, the Rangers "sold 48,000 of the famed claw and antlers T-shirts this season" (DALLAS MORNING NEWS, 11/2).

    PUTTING UP THE STOP SIGN: In Dallas, Matthew Haag reports MLB and Rangers attorneys on Friday told a group of friends that was selling a T-shirt with a depiction of Rangers manager Ron Washington they "aren't licensed to sell the shirts and ordered them to stop." The friends "created T-shirts last week with Washington's likeness on the front" and his famous line, "That's the way baseball go," on the back. Seth Hayhurst, who helped create the shirt, said, "It's bizarre that they would approach us at this point." Because the friends "designed the shirts, which don't mention the Rangers, MLB or Washington," Hayhurst said that he and his friends "never imagined that they wouldn't be able to sell them." He added that his attorney "plans to respond to the letters this morning and try to find a resolution." The group is "already designing more shirts featuring other Dallas sports teams" (DALLAS MORNING NEWS, 11/2).

    GETTING IN ON THE ACTION: In California, Jordan Guinn reports in addition to team merchandise, the Phiten Tornado titanium necklaces some players "wear on the field are also in demand." Lodi Sporting Goods co-Owner Rich Marini said that "ones with the Giants logo are currently out of stock." However, the thicker necklaces that some players, like Giants P Tim Lincecum, "wear on the field are generally more popular" (LODI NEWS-SENTINEL, 11/2). Meanwhile, in Dallas, Leigh Munsil reports the Rangers' postseason run "has meant good business" for Texas-based Emblem Source, which "produces patches for players' jerseys and collectible merchandise." Emblem Source President & CEO Larry Rutt said, "We're just this little company in Dallas that happens to sell 95 percent of the patches for Major League Baseball." Rutt said that the Rangers' success "prompted collectible emblem sales in North Texas to increase tenfold during the postseason" (DALLAS MORNING NEWS, 11/2).

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  • Power Balance Bracelets A Popular Accessory For NBA Players

    Many Players Wearing Power Balance
    Bracelets For Purely Fashion Reasons

    California-based Power Balance produces bracelets that are advertised to "harness the body's natural energy to add to your balance, strength and flexibility," and the company has seen its sales of the $30 bracelets "increase 4,000% in just three years," according to ESPN's Bob Ley. ESPN's Mark Schwarz noted Celtics C Shaquille O'Neal gives a testimonial on the effects of the company's products because he is "being paid by the company to recruit an army of believers." Schwarz also noted the company is "popular with everyone from celebrities like Robert de Niro, Joe Jonas and David Beckham, to NBA stars, like Lakers F Lamar Odom, who is paid to endorse and market the bracelet." When asked what the most important reason was for his wearing the bracelet, Odom said, "Other than marketing and branding? No, I mean I think it helps." Thunder F Kevin Durant, who is not paid by Power Balance, added, "Everybody on our team has them I think here. They probably wear them for the same reasons I wear them: For a fashion statement." Durant noted he does not feel any different when wearing the bracelet and said, "Maybe they work for some people, maybe they don't work for some people. They're pretty cool to look at." Schwarz noted the company's sales by June had "skyrocketed to $17 million, and the company projects more than $35 million in sales this year alone." But Power Balance indicated that it "has yet to conduct scientific tests to validate that its bracelets actually improve athletic performance." Ley following the report noted he had been wearing a Power Balance bracelet for five days and said, "I can report that in my own decidedly less than world class athletic existence, it's done absolutely nothing" ("OTL," ESPN, 10/31).

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  • Pregame Huddle: Southwest Air Tops Exposure On "The NFL Today"

     

    Southwest Airlines topped all advertisers in exposure during CBS' "The NFL Today" pregame show in Week Six, according to an analysis conducted exclusively for THE DAILY by sponsorship research firm SRi. The airline serves as the show's presenting sponsor, getting prominent placement during various segments of the show. Southwest accounted for five minutes, 41 seconds (05:41), or 13.3%, of all advertiser exposure during the show, which lasted for 42:43, excluding commercials. FedEx finished second with 5.3% of the total advertiser exposure, as the company was the presenting sponsor of the "The NFL Today Picks" segment, where the panel picked their winners for the week. Two official NFL sponsors -- Verizon and Coors Light -- also bought time during CBS' pregame show. Verizon finished third overall on the show in exposure with its sponsorship of the "First on the Field" segment, which transitioned from the pregame show to lead CBS game commentators Jim Nantz and Phil Simms. Coors Light accounted for 3.6% of the show's total exposure with its sponsorship of "Football Faceoff," a debate-style segment among the panel of experts.

    This week, THE DAILY is presenting exposure from each of the NFL Sunday pregame shows from Oct. 17. See tomorrow's issue for "Football Night in America" on NBC (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.

    ADVERTISER EXPOSURE FOR "THE NFL TODAY"
    ON CBS FROM OCTOBER 17
    ADVERTISER
    LEGIBILITY
    (MM:SS)
    %
    OF BROADCAST
    Southwest Airlines
    05:41
    13.3%
    On-Set Signage
    03:48
    8.9%
    On-Screen Graphics
    01:28
    3.4%
    Verbal Exposure (5 mentions)
    00:25
    1.0%
    FedEx
    02:15
    5.3%
    On-Screen Graphics
    01:36
    3.7%
    On-Set Signage
    00:29
    1.1%
    Verbal Exposure (2 mentions)
    00:10
    0.4%
    Verizon*
    02:02
    4.8%
    On-Screen Graphics
    02:02
    4.8%
    Domino's Pizza
    01:34
    3.7%
    On-Set Signage
    01:22
    3.2%
    On-Screen Graphics
    00:07
    0.3%
    Verbal Exposure (1 mention)
    00:05
    0.2%
    Coors Light*
    01:31
    3.6%
    On-Screen Graphics
    00:54
    2.1%
    On-Set Signage
    00:32
    1.2%
    Verbal Exposure (1 mention)
    00:05
    0.2%
    McDonald's
    01:09
    2.7%
    On-Screen Graphics
    00:49
    1.9%
    On-Set Signage
    00:15
    0.6%
    Verbal Exposure (1 mention)
    00:05
    0.2%
    Sony
    00:56
    2.2%
    On-Screen Graphics
    00:56
    2.2%
    Bing
    00:21
    0.8%
    On-Screen Graphics
    00:11
    0.4%
    Verbal Exposure (2 mentions)
    00:10
    0.4%
    The Home Depot
    00:15
    0.6%
    Verbal Exposure (2 mentions)
    00:10
    0.4%
    On-Screen Graphics
    00:05
    0.2%
    Sprint
    00:12
    0.5%
    On-Screen Graphics
    00:07
    0.3%
    Verbal Exposure (1 mention)
    00:05
    0.2%
    Geico
    00:11
    0.4%
    On-Screen Graphics
    00:06
    0.2%
    Verbal Exposure (1 mention)
    00:05
    0.2%
    Ford
    00:10
    0.4%
    On-Screen Graphics
    00:05
    0.2%
    Verbal Exposure (1 mention)
    00:05
    0.2%
    Facebook
    00:03
    0.1%
    On-Screen Graphics
    00:03
    0.1%
    Calvin Klein
    00:02
    0.1%
    On-Screen Graphics
    00:02
    0.1%
    Canali
    00:02
    0.1%
    On-Screen Graphics
    00:02
    0.1%
    Jack Victor
    00:02
    0.1%
    On-Screen Graphics
    00:02
    0.1%
    Joseph Abboud
    00:02
    0.1%
    On-Screen Graphics
    00:02
    0.1%
    Tallia
    00:02
    0.1%
    On-Screen Graphics
    00:02
    0.1%
    TOTAL EXPOSURE
    0:16:30
    38.6%

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  • Marketplace Roundup

    AD AGE's Brian Steinberg notes Fox selling all ad inventory for Super Bowl XLV by October is "faster than the commercials have been all booked up than at any time in recent memory." The pace of sales for the broadcast "underscores not only the greater comfort advertisers have in a recovering economy, but also the increased appeal of live sports programs to marketers who continue to seek broad audiences during a climate of rapidly accelerating media fragmentation." The Super Bowl, which in "recent years has seen some blue-chip members of its ad roster defect, has gotten a boost" from Pepsi and GM returning as advertisers for February's telecast (AD AGE, 11/1 issue).

    RUGBY SPONSORSHIP? BRILLIANT! In Scotland, Gareth Black reports Scottish Rugby has "secured a new three-year sponsorship deal with Guinness," which will join the league as an "official partner and official responsible drinking partner." Guinness, part of Diageo Great Britain, "already enjoys sponsorship rights in Irish rugby" and also has announced deals in England with the Premiership and the RFU, England's governing body for the sport, and the WRU in Wales (THE SCOTSMAN, 11/2).

    Jeff Gordon's No. 24 Sprint Cup Ride Will
    Sport Drive To End Hunger Logo Through '13

    HUNGER STRIKE: In Toronto, Norris McDonald wrote NASCAR driver Jeff Gordon's new deal with the AARP Foundation to support its Drive to End Hunger campaign is "one of the strangest sponsorship announcements in the history of auto racing." It is "one thing to be sponsored by, and to bear witness to, a product that's for sale." But it "doesn't work that way with a charity." By entering "into a contractual arrangement to market and promote the war against hunger, Jeff Gordon and Hendrick Motorsports have crossed a line." McDonald: "A precedent has been set. What happens next?" (THESTAR.com, 11/1).

    STEPPING UP TO THE PLATE: In New Orleans, Katherine Terrell profiled Baton Rouge-based baseball bat manufacturer Marucci Bat Company, which in the six years since it formed has "grown from servicing a few clients to more than 350" MLB players. In total, 19 players used the company's bats in this year's All-Star Game. MBC co-Founder Kurt Ainsworth said, "It's grown so much now that we're probably the No. 2-used bat in the Major Leagues." Terrell noted many companies "pay professional players to endorse their products, but Marucci decided not to go that route and instead let things spread by word of mouth" (New Orleans TIMES-PICAYUNE, 11/1).

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