SBD/Issue 62/Sponsorships, Advertising & Marketing

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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