SBD/November 30, 2010/Marketing and Sponsorship

Marketplace Roundup

Dollar General Signs On To Sponsor Sarah Fisher Racing's No. 67 Car For Nine '11 Races

Brazil-based bank Bradesco yesterday announced that it has signed on as the first national sponsor of the '16 Rio de Janeiro Olympics, with exclusivity in the finance and insurance services categories. Bradesco beginning in '11 will have the right to associate its brand with the Games and the Brazilian Olympic Committee. The Rio 2016 Organizing Committee previously stipulated that the minimum value of the sponsorship in these categories was US$320M (Bradesco).

QUENCH YOUR THIRST: In Atlanta, Jeremiah McWilliams reported PepsiCo will introduce “G Series Fit” in April. The new Gatorade brand will be “launched nationwide in major retail channels,” and the drink will be targeted at “fitness” athletes aged 18-24. The “main Gatorade line is targeted at athletes aged 13-17” (, 11/29). Meanwhile, Horrow Sports Ventures CEO Rick Horrow noted Powerade owns about one-third of the sports drink market and "what they're not doing … is using traditional endorsers as much as somebody else will be." Horrow: "Chris Paul, Chris Johnson, Ryan Howard: Big-time names in sports but not the needle-moving names" ("National Business Report," PBS, 11/29).

CHANGING OF THE GUARD: Dollar General yesterday announced that it has renewed its sponsorship of Sarah Fisher Racing for the '11 Izod IndyCar Series season. The retail chain will be the primary sponsor of the No. 67 car driven by Ed Carpenter for nine races (Dollar General). In Indianapolis, Steve Ballard notes Fisher announced that she is “giving up driving to focus on team ownership.” Fisher: “I want to start a family.” She added that Dollar General “would continue as the team’s primary sponsor” and that she is “committed to entering a car in nine races and is seeking sponsorship for more.” Fisher also “left the door slightly open" for driving in the '11 Indy 500 (INDIANAPOLIS STAR, 11/30).

HOT EATS, COOL TREATS: In Calgary, Allen Cameron reports Silver Medal-winning Canadian curler Cheryl Bernard and her teammates signed Dairy Queen as the team’s "primary sponsor while Airdrie Dodge Jeep will be a secondary sponsor.” Canadian Decal Installers, owned by team member Carolyn Darbyshire and her husband, and Asham Curling Supplies “also are backing the team.” Dairy Queen is “supplying a financial investment in return for TV exposure, as well as Bernard and her team making appearances” for the QSR (CALGARY HERALD, 11/30).

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