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SBD/Jan. 17, 2011/Marketing and Sponsorship
Published January 17, 2011
HINT OF THINGS TO COME: In Indianapolis, Anthony Schoettle noted IndyCar CEO Randy Bernard last week made a "veiled reference about a big to-do involving Mattel." When asked for further details, Bernard and IMS President & CEO Jeff Belskus "wouldn't divulge any details other that to say it was going to be awesome and that it would be announced within two to three weeks." A source said it is a "massive publicity stunt sure to get people's attention." IndyCar and IMS officials confirmed that the deal "will involve the series and the centennial running of the Indianapolis 500 this year." Schoettle noted Mattel in early '09 "signed a deal with the open-wheel series and several months later, rolled out a line of IndyCar-themed Hot Wheels cars." Mattel officials, "pleased with the two-year-old deal, approached IndyCar and Speedway officials late last year about making a bigger splash with the series this May." The discussions to plan the event "are ongoing" (IBJ.com, 1/14).
HOLDING TIGHT: In N.Y., Heather Haddon noted Jets QB Mark Sanchez "still hasn't signed a memorabilia deal despite the many suitors who have come calling." Steiner Sports Chair Brandon Steiner said the QB's agents "have been holding tight." Steiner: "We are patiently waiting." Nick Sanchez, Mark's brother and agent, said that he is "in discussions with several memorabilia companies." He added talks are "getting closer" (N.Y. POST, 1/16).
ODD CHOICE? In Orlando, Shannon Owens wrote Reebok's decision to sign ESPN's Erin Andrews to endorse ZigTech footwear and apparel "indirectly confirms that Erin Andrews is the most popular face of women's athletics," which is "slightly odd ... considering she is a media personality." Also, her audience is "predominantly male." Someone like WNBA Sparks F Candace Parker or golfer Brittany Lincicome "would have made more sense," as "both are marketable and are athletes with a largely female audience" (ORLANDOSENTINEL.com, 1/14).