SBD/Issue 38/Sponsorships, Advertising & Marketing

Marketplace Roundup

MLB Giants fans yesterday lined up by the “hundreds” to buy World Series merchandise from the Giants Dugout store at AT&T Park ahead of today’s ticker-tape parade. The line “stretched for more than a block, with some saying it took them at least an hour to get into the store” (AP, 11/2).

HSBC Among Companies Putting
Money Behind Events In Asia

ASIA MAJOR: The HSBC Champions golf tournament begins tomorrow in Shanghai, and the WALL STREET JOURNAL’s Mavin & Chow report companies are beginning to “spend more of their sponsorship dollars” in Asia. Fuse Asia-Pacific Head Ben Flint said that corporate sponsorship in Asia this year is “forecast to total $2.5 billion, an increase of 67% from last year.” Flint added that total corporate-sponsorship spending in Asia in ’10 is “likely to be close to the record $2.8 billion in 2008, when it was boosted by the Beijing Olympics.” Flint: “We’re definitely getting back up to Olympic levels.” His numbers “show that 65% of this year’s spending in Asia will be dedicated to sports sponsorships” (WALL STREET JOURNAL, 11/3).

THE SPANISH CONQUISTADOR: ESPN’s Lisa Salters reported Lakers F and Spain native Pau Gasol “has become an icon in a country rapidly falling in love with basketball and is one of Spain's most sought-after pitchman " Gasol starred in a Spanish-language commercial alongside tennis player Rafael Nadal, who said, "Pau is one of the greatest sportsman from Spain and the first to go to the NBA and really win and be a big superstar." Salters noted Gasol "spends part of his off-seasons working as an ambassador for UNICEF. This past summer he traveled to Ethiopia to help fight childhood malnutrition" ("E:60," ESPN, 11/2).

YOU MUST BE KIDDING: MARKETING WEEK’s Russell Parsons reports fan group Manchester United Supporters Trust signed a deal with Sharp to “sponsor the latest alternative team shirt.” The group, which “wants to force a change of ownership of the club, wants Sharp to be part of a portfolio of alternative partners keen to align themselves with fans rather than the club’s owner, the Glazer family.” Sharp will “lend its name to a new alternative green and gold team shirt” and proceeds from the shirt sales will go to the Prostate Cancer Charity (, 11/3).

VIRAL SENSATION: In Portland, Allan Brettman reported the LeBron James “Rise” video, which debuted slightly more than a week ago to coincide with the start of the NBA season and the release of Nike's LeBron 8 sneakers, has “recorded more than 3 million views" to date on YouTube (, 11/2).

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