Constellation, NHL Sign Groundbreaking Pact Rafael Nadal Inks Tommy Hilfiger Endorsement Hornets, Waste Management Ink Partnership Alshon Jeffery Signs With BodyArmor Marketplace Roundup Sprint Dropping NASCAR Title Sponsorship After '16 Univ. Of Miami Could End Nike Deal New Nike Campaign Features LeBron's "Heroes" Comic Book Makes Superhero Merch With QBs Patrick Brought On As Face Of Chicago Area Hospital
SBD/January 14, 2011/Marketing and Sponsorship
Published January 14, 2011
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).