SBD/Issue 60/Sponsorships, Advertising & Marketing

Marketplace Roundup

Jim Furyk Set To Switch To TaylorMade
Next Season When Srixon Contract Expires

GOLFWEEK's Adam Schupak reported golfer Jim Furyk’s agent, Andrew Whitlieb, confirmed that Furyk “will sign a deal to endorse equipment with TaylorMade next season and be featured in the company’s 2011 print and TV advertising campaigns.” Furyk’s contract with Srixon expires at the end of this year. As part of the new deal, Furyk will be “required to use only the TaylorMade driver, which he already has been playing this season.” He will continue to use Srixon irons and Callaway wedges. Whitlieb added that Furyk is “close to cashing in on his three-win season with sponsors for his bag, front of hat, side of hat and shirt collar” (, 12/6).

FINISHED PRODUCT: USA TODAY’s Jayne O’Donnell notes Finish Line is “adding T-shirt customization stations to its stores in partnership with Nike.” The new stations, which appear in retail locations in Orlando, Indianapolis and Staten Island, “let customers select from dozens of Nike T-shirt designs and personalize them with names, sports numbers or favorite sayings.” The T-shirts are “made in the Finish Line store while customers wait” and cost about $30 (USA TODAY, 12/7).

THE REAL DEAL: MARKETING DAILY's Tanya Irwin wrote Fila USA revised a new campaign for its Body Toning System fitness apparel to include "seven non-models" after originally planning “to use two professional models and one ‘real’ woman." Fila Exec VP/Business Operations Jennifer Estabrook said that the campaign is “focused on how a woman feels about herself.” The campaign will include print and online ads as well as in-store displays. It includes a “dedicated Facebook page as well as all of the online assets supporting the BTS collection accessible via Fila’s Web site” (MARKETING DAILY, 12/6 issue).

THESE BOOTS ARE MADE FOR … MARKETING magazine’s John Reynolds reports British retailer Boots is set to “make its first foray into sport sponsorship through a grass-roots programme in the build-up” to the ’12 London Games. Boots is “expected to sign up as the main sponsor of Gold Challenge, an initiative set up by government quango Sport England to encourage participation in sport and raise money for charity.” Boots, which is in “negotiations with Sport England,” is expected to “promote Gold Challenge through a series of on-pack and in-store marketing initiatives” (, 12/7). 

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