SBD/Issue 46/Sponsorships, Advertising & Marketing
Published November 15, 2010
ESPN.com's Adam Schefter reported Randy Moss' moves from the Patriots to the Vikings and now the Titans have "been a boon" for the WR and for Reebok, "and a bust for local sporting good stores in New England and Minnesota." A source indicated that sporting goods retailers are "expected to lose hundreds of thousands of dollars on unsold Patriot and Viking Moss jerseys while Reebok already has been paid for the jerseys and Moss is assured of collecting about $500,000 worth of royalties." Reebok now will "make and ship new Moss No. 84 Titans jerseys for which the company and the wide receiver will make even more" (ESPN.com, 11/14).
|NBA Files For Trademark Rights To
The "Fear The Deer" Catchphrase
DEER HUNTER: In Milwaukee, Don Walker reported the NBA late last season, "at the request of the Bucks, filed for trademark rights" to the "Fear the Deer" catchphrase with the U.S. Patent Office. NBA Senior VP/Marketing Communications Mike Bass said that the application is pending (JSONLINE.com, 11/12). YAHOO SPORTS' Eric Freeman noted the NBA "is a corporation, and corporations like to make money, so this shouldn't come as much of a surprise." But he added, "There seems something perverse about turning a fan rallying cry into a corporate slogan. Bucks home games are special because they actually seem to belong to the fans rather than the advertising sponsors" (SPORTS.YAHOO.com, 11/12).
NOT THE TICKET: In Boston, Jay Fitzgerald reported Boston-based Danvers Bank "yanked a Boston Bruins tickets promotion off its Facebook page" on Friday after the Boston Herald "made inquiries about whether it violated" Facebook and NHL rules. Danvers, which has been "running a number of giveaways on its Facebook page in recent months," was urging followers to "qualify to win two Bruins tickets if they clicked that they 'like' the bank." But Facebook "requires prior permission to run many types of prize games or sweepstakes," and the Bruins "also limit such ticket promotions." Danvers CFO Mark Panella said, "My guess (the tickets promotion) will be down permanently" (BOSTON HERALD, 11/13).
ROUNDUP: YAHOO SPORTS' Greg Wyshynski noted Blackhawks RW Patrick Kane and LW Jonathan Toews are "in a new commercial for the Dell Streak, a smart-phone 'tablet' that's clearly being pitched to the young, the single and the horny." The online spot is "presented almost like a nature special: Two players are on the prowl, while a narrator describes the action" (SPORTS.YAHOO.com, 11/14)....Antivirus and Internet security company Kaspersky Lab has signed a "two-year deal to sponsor" the Scuderia Ferrari F1 racing team, "with its logo adorning the cars next year" (THENATIONAL.ae, 11/14).