SBD/January 13, 2011/Marketing and Sponsorship

Marketplace Roundup

In Louisiana, Scott Ferrell reports AdvoCare “will return as the Independence Bowl’s title sponsor in 2011.” AdvoCare “extended its title sponsorship for one year” after serving as the bowl’s title sponsor for the last two games. AdvoCare has a 45-day window “after the bowl game in which it can choose to renew as title sponsor.” The decision to renew was “relayed to bowl officials last week before making the announcement” yesterday (SHREVEPORT TIMES, 1/13).

CHANGING NAMES: MARKETING MAGAZINE's John Reynolds cites a source as saying that a rumored push from EPL clubs to approach league execs about “changing the rules to allow multiple sponsors” on their jerseys is “categorically not on the agenda.” The source said that “such a move, which would bring the league into line with some European leagues, would require the backing of two thirds" of the EPL's 20 clubs "to vote in favour of the rule change.” The source said the Premier League “has not gone down that route and there are no current plans to change things.” Reynolds notes EPL club Tottenham Hotspur last year “was granted permission from the Premier League to have different shirt sponsors for league and cup games” (, 1/13).

Federer, Nadal and Murray among players featured in ATP's "Game On" ad campaign
ACROSS THE NET: The ATP has unveiled "Game On," its new ad campaign to mark the start of the '11 ATP World Tour season. The creative, developed in conjunction with The Big Shot, London, depicts star players as warriors competing in a fantasy stadium. Players including Rafael Nadal, Roger Federer, Novak Djokovic, Andy Murray and Andy Roddick appear in a TV spot, player vignettes, print ads, posters and billboards, as well as Web and mobile elements (ATP World Tour).

NEW FOR THE NEW YEAR: Bjorn Borg this month formed a new subsidiary, Bjorn Borg Sport, founded on the company’s clothing concept in the Netherlands. The new men’s and women’s collections include sports fashion and functional sports wear to be sold to distributors in Bjorn Borg’s current markets, with an initial focus on larger markets (Bjorn Borg)….USA Bobsled for the rest of the World Cup Season will feature six company logos on their sleds, including Alamo Rent A Car, BMW, KOA campgrounds, Under Armour, Autism Speaks and the Susan G. Komen for the Cure (Colorado Springs GAZETTE, 1/13).

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