SBD/January 14, 2011/Marketing and Sponsorship

Marketplace Roundup

Reebok says orders for Seahawks gear jumped 700% after team beat the Saints

In Seattle, Allison & Martinez note local stores are “scrambling to keep up with a sudden surge of demand” for Seahawks merchandise as the team enters the divisional round of the NFL Playoffs. Reebok said that orders for Seahawks merchandise “shot up 700 percent in the first few days after the Saints’ surprise ouster, including some that are contingent on Seattle winning the NFC championship, and even the Super Bowl.” Seahawks Dir of Retail Operations Sue Harris said that the team’s “late-season success translates to a 75 percent sales increase over a typical January without a playoff berth.” NFL Corporate Communications Coordinator Joanna Hunter said that sales of Seahawks merchandise on NFLShop.com are “up a whopping 360 percent compared with a year ago, when the team sat out of postseason play” (SEATTLE TIMES, 1/14).

BREAKING BREAD: In Philadelphia, Frank Fitzpatrick writes Bimbo’s jersey sponsorship of the MLS Philly Union is “probably a good idea for Bimbo since until this story I’d never heard of the company.” The Inquirer’s John Gonzalez added, “There have been a lot of jokes about the Union getting into bed with Bimbo, but Bimbo is a huge company” (PHILADELPHIA INQUIRER, 1/14). ESPN's Tony Kornheiser asked, "What if they expand this to include the women's professional league? Do you want them to wear 'Bimbos' on their chest?" ("PTI," ESPN, 1/13).

SLICK SPONSORSHIP: In California, Louis Brewster wrote motorsports fans "shudder to think about” where NHRA drag racing would be “without Forrest Lucas and his Lucas Oil Products.” The “infusion of Lucas sponsorships is critical to NHRA,” with six of the 22 national events on this year’s schedule “without a sponsor” (SAN BERNARDINO SUN, 1/13).

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