SBD/Issue 62/Sponsorships, Advertising & Marketing

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  • Tim Hortons To Title Sponsor NHL Heritage Classic In Calgary

    Tim Hortons, Canada’s largest restaurant chain, has signed a multiyear deal with the NHL that includes becoming the title sponsor of the NHL’s Heritage Classic outdoor hockey game. The '11 game between the Canadiens and the Flames will be played on Feb. 20 at Calgary's McMahon Stadium. The deal includes prominent on-ice brand positioning, on-air title broadcast rights with the CBC and the integration of the QSR's brand with a variety of NHL media and merchandise. The Heritage Classic is the first outdoor pro hockey game in Canada since the Oilers played the Canadiens in '03. As part of the deal, Tim Hortons will gain the designation as the official Quick Serve Restaurant Coffee, Donut and Breakfast of the NHL in Canada. The company also gains rights to use league marks for in-store promos.

  • Brady's UGG Deal Latest Example Of Athletes Embracing Fashion

    Brady Is One Of Many Athletes Who
    Are Increasingly Embracing Fashion

    Patriots QB Tom Brady "shocked sports fans on Nov. 30 with the announcement of his latest endorsement deal" for UGGs, but his "embrace of the fashion world is hardly a result of his marriage: It's all business," according to Raquel Laneri of FORBES. From Heat G Dwyane Wade to MLS Galaxy MF David Beckham, athletes are "embracing fashion more enthusiastically than ever." Esquire Fashion Market Editor Nic Screws: "Athletes are trendsetters and icons in their own right -- beyond the court or field." Laneri noted many athletes are "designers on the side," including Beckham and tennis players Maria Sharapova and Venus Williams. Screws said that "corporate sponsorships" are one reason for the "sudden surge in stylish athletes." Screws noted the relationship between fashion and sports "has grown over the years with big name brands stepping up and sponsoring or linking with sports stars for marketing purposes." Designers are "catching on too, with brands like Joseph Abboud regularly dressing" the NFL Giants. Laneri wrote, "While many of today's clotheshorses have a more subdued style, they still turn heads, influence style and move merchandise off the court. And on a whole, athletes are more aware in general of designers" (, 12/8).

    SMART MOVE? In Boston, Christopher Muther writes Brady's deal to endorse UGGs is a "genius move on the part of the boot maker." For years, UGGs "has looked to young women to buy its bulky suede boots," but "now that the Kardashian sisters are no longer showing up in paparazzi shots wearing miniskirts and Uggs, it's time for the company to find a new market." Muther: "Why not men?" But "all of this is completely and utterly moot," as the "simple fact of the matter is that men do not emulate celebrities or follow trends the same way that women do." Muther: "When Brady appears in his first advertisement for Uggs, or is snapped wearing the boots walking around New York, men will not stream out in droves to snatch up Uggs" (BOSTON GLOBE, 12/9). Meanwhile, at the conclusion of ESPN's "PTI" on Tuesday, Tony Kornheiser and Michael Wilbon were seated with several boxes of UGG shoes placed on the desk. Kornheiser: "I am up to my eyeballs in UGGs. I want Tom Brady to come to this set and get rid of these shoes!" ("PTI," ESPN, 12/7).

  • Marketplace Roundup

    Honolulu Marathon President Jim Barahal said that losing Nike as a sponsor after 16 years is "just a symptom of the economy," and it is "possible Nike could return some year." In Honolulu, Dave Reardon noted for this weekend's race, losing Nike "doesn't signal the end of the world, or even the marathon as we know it." Japan Airlines is "still the major sponsor." More than 60% of the Honolulu Marathon entrants "come from Japan, and JAL is who generally gets them here" (HONOLULU STAR-ADVERTISER, 12/8).

    Gordon's New Paint Scheme Represents Change
    From Familiar Multi-Color DuPont Car

    SIMPLY RED:'s Tom Bowles wrote the "look and feel" for Jeff Gordon in NASCAR was "changed forever with new primary sponsor AARP's Drive To End Hunger changing the scheme on his No. 24 Chevrolet" to a candy apple red color. Gordon no longer will drive his longtime paint scheme from DuPont, with its "less 'masculine' colors, like pink, yellow, that symbolized to critics the politically polished, 'California' breed of what had been a traditionally Southern sport." Gordon now in several races next year will "own a car that matches the transition of a man who turns 40 in 2011." Bowles: "You know what adjective comes to mind when I see that new scheme? Distinguished" (, 12/8).

    COMMUNICATION SKILLS: Indian telecommunications company Bharti airtel yesterday announced a four-year partnership with Manchester United. Through the deal, ManU will support the company's search for soccer talent in Africa. In addition, airtel customers will have the opportunity to win tickets to ManU games at Old Trafford, take part in coaching sessions and access exclusive team news, highlights, ringtones and wallpapers (Bharti airtel).

    TAKING FLIGHT: The PGA Tour and United Continental Holdings (UCH) -- the holding company for United and Continental airlines -- announced a five-year marketing deal encompassing the PGA Tour, Champions Tour and Nationwide Tour. Per the deal, United receives the designation of "official airline." The deal, which runs from '11-15, will provide both airlines' frequent flier members with PGA Tour-related benefits, and members of all three tours will receive travel-related benefits (UCH).

    TIME TO PICK UP: Progear Holdings, the Denver-based parent company of Yes Golf, has "filed Chapter 7 bankruptcy." The company, "known for manufacturing and custom-building the C-Groove putter, had been steadily losing hundreds of thousands of dollars" since '08 (DENVER POST, 12/9).

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