SBD/Issue 64/Sponsorships, Advertising & Marketing

Marketplace Roundup

Best Buy Will Not Renew Jersey
Sponsor Deal With MLS Fire

In Chicago, Ed Sherman reported Best Buy has informed the MLS Fire that the company “won’t renew its deal” with the team after being its uniform sponsor since ’08. A Best Buy spokesperson said that the “decision was based on Best Buy deciding to go in a different direction.” The Fire “anticipated Best Buy’s decision and have been in talks with several companies for a new uniform sponsor” (, 12/10).

INSURING THE WIN: New York Life Insurance and the Univ. of Connecticut announced a season-long sponsorship of the UConn men’s and women’s basketball programs. The deal includes an on-court logo presence for the entire season and sponsorship of the Dec. 21 Florida State-UConn women’s game at XL Center, which could give the team the all-time record for consecutive wins by a college basketball team. New York Life is the first sponsor to have its logo on the court during all basketball games played at both Gampel Pavilion and XL Center. The company’s ads will also appear on courtside and baseline signage boards. As part of the gameday sponsorship of the Dec. 21 contest, New York Life will have banners and a display presence at the main entrances of XL Center to distribute information (New York Life).

FOREIGN INVESTMENT? The WALL STREET JOURNAL’s John Paul Newport wrote when Fortune Brands last week announced plans to separate its three businesses, the “question for golfers became where its Acushnet unit would end up.” Acushnet includes golf ball brand Titleist and golf shoe and glove brand FootJoy. One option is “operating independently.” But most analysts believe that “it will be too expensive, at $1.2 billion or so, and face too many antitrust issues, for a U.S. buyer like Callaway or Nike to acquire, but maybe not for an Asian company." N.Y.-based Gilford Securities Senior VP/Research Casey Alexander said, “Acushnet is a global trophy brand and Asia now is the hot spot for golf growth" (WALL STREET JOURNAL, 12/11).

GIZMOS & GADGETS: In N.Y., David Waldstein examined the new technology demonstrated at the MLB Winter Meetings' trade show in Orlando last week. The Pocket Radar booth presented a “product that could revolutionize scouting and coaching.” Pocket Radar “developed a radar gun the size of an iPhone.” Another product, Bypass Lane, is “a kind of E-ZPass for concession stands.” The exhibit also included a booth for Stadium VIP (N.Y. TIMES, 12/12).

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