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SBD/January 18, 2011/Marketing and SponsorshipPrint All
McDonald's has finalized a "one-year extension with the NHL to maintain its rights as the league’s American quick-service restaurant" through the '10-11 season, according to Fred Dreier of SPORTSBUSINESS JOURNAL. Under the "media-heavy deal, McDonald’s becomes title sponsor of NBC’s inaugural 'Hockey Day in America' on Feb. 20, which includes four games spread across six hours of hockey programming." Accompanying advertising will appear on NBC and Versus, as well as on NHL Network and NHL.com. NBC's programming block for "HDIA" kicks off at 12:00pm ET on Feb. 20 with a 30-minute pregame show "that includes short vignettes that highlight the 'American hockey lifestyle,' such as hockey moms, backyard pond hockey and pee-wee games." NHL Senior VP/Integrated Sales Keith Wachtel said that the "youth hockey element of Hockey Day was especially attractive to McDonald’s." Dreier notes that the QSR, a Canadian partner of the NHL from '93 until last year, "started its American partnership with the league" at the '09 Winter Classic at Wrigley Field. Wachtel said that McDonald's "will maintain sponsorship of the accuracy competition at the All-Star Game and retain signage behind the benches and penalty box at the All-Star Game and the Winter Classic" (SPORTSBUSINESS JOURNAL, 1/17 issue).
Retailers in northern New Jersey said yesterday that following the Jets' victory over the Patriots, they are "seeing a pickup in sales of hats, T-shirts and $80 jerseys -- especially No. 6 Mark Sanchez jerseys -- and they expect to get more delivered over the next few days," according to Richard Newman of the Bergen RECORD. Miguel Alfaro, Manager of The Sports Authority in Hoboken, said that he is "expecting to receive later this week more jerseys" of several Jets players. Alfaro added, "We are also getting more novelty items like car flags and magnets." Newman notes the "stakes for local retailers will get higher should the Jets win" the AFC Championship on Sunday and advance to the franchise's first Super Bowl since '69. 16W Marketing co-Founder Frank Vuono said that the 42-year gap "gives Jets' merchandise sales more upside potential than merchandise promoting teams that have reputations as winners." Vuono: "The fact that the Jets have not been consistent winners, and that New York is the largest market in the country, is a windfall for the NFL" (Bergen RECORD, 1/18). In N.Y., Blaustein, Sutherland & Olshan report "more than $10,000 worth of Jets jerseys, T-shirts and hats flew of the shelves yesterday at the team's Midtown store." Store employees said that the retail outlet "did between two to three times its normal business." They noted that "normally, the store racks up $5,000 in sales on a good day." The store sold all 36 of Bart Scott's No. 57 jersey it had in stock at the start of yesterday, while "other popular items were the $55 hooded sweatshirt and $30 vintage ladies T-shirt" (N.Y. POST, 1/18).
Brett Favre has filed his retirement papers with the NFL, and USA TODAY's Sean Leahy reported Favre's official website "sent out an e-mail on Sunday night advertising 'Thanks for the Memories' merchandise." Fans "can buy signed 18x24 posters of him in uniforms of the Jets, Vikings and Packers as well as merchandise that commemorates his streak of 297 consecutive starts that ended in December" (USATODAY.com, 1/17).
STARTING FROM SCRATCH: GOLFWEEK's Adam Schupak reported golfer David Duval has signed a five-year deal with Scratch Golf in which he "will not only use its equipment, but become a part owner in the company." Scratch Golf President & CEO Ari Techner said that Duval "sought an equity stake instead of a typical endorsement fee." Under terms of the deal, Duval is "not contractually obligated to use any of Scratch's clubs." Schupak noted Scratch last year signed golfer Ryan Moore "to a similar deal, but the partnership dissolved late last year" (GOLFWEEK.com, 1/17).
TAKING THE BIG APPLE BY STORM: CRAIN'S N.Y.'s Daniel Massey writes Knicks F Amar'e Stoudemire "has arguably become the most marketable sports star in the city," as he "has made the Knicks relevant again." Stoudemire "already has his own entertainment company, and has started taking notes for a potential script about his life story." He has deals with Zico Coconut Water and energy drink Eboost, and he "has his own foundation, which helps young athletes in Africa." A fashion label also is "in the works." In a "bit of serendipity," his footwear deal with Nike "expires after this season." Stoudemire "plans to travel to China this summer," and his agent, Happy Walters, said that "local brands have expressed interest in a deal" (CRAIN'S NEW YORK BUSINESS, 1/16 issue).
PERFECT PITCH: CRAIN'S DETROIT's Bill Shea reported Pro Football HOFer Barry Sanders is the "new celebrity pitchman for Comcast Corp.'s local efforts to bolster its commercial services clientele." Sanders "has done radio spots airing now on numerous" Michigan stations, as well as print ads running in Crain's Detroit Business. Former NHLer Chris Chelios also "has done ads touting" Comcast in the region (CRAINSDETROIT.com, 1/16).