SBD/January 25, 2011/Marketing and Sponsorship

Marketplace Roundup

Puma replacing adidas as apparel sponsor of South Africa's national soccer team
In South Africa, Mninawa Ntloko reports South African Football Association CEO Leslie Sedibe yesterday confirmed that Puma "would be unveiled as the new sponsors" of the country's men's national soccer team. The team "will be decked out in the new strip when they host Burkina Faso on February 9." SAFA's 12-year relationship with adidas "ended acrimoniously last month." Sedibe said that the "delay in announcing the new sponsors was caused by negotiations with the government around the use of the Protea logo on the Puma kit" (BUSINESS DAY, 1/25).

SHARP-DRESSED MAN: USA TODAY's Laura Petrecca in a money section cover story reports companies of "all sizes are linking up with famous names for product launches, endorsement deals and public-speaking engagements."  Basketball HOFer and MSG Net Knicks analyst Walt Frazier maintained his relationship with Manhattan's Mohan's Custom Tailors "after he stopped playing." Frazier has "appeared in Mohan's ads, and in turn, has received discounted clothes." Frazier said that he "favors 'very interesting, crazy and flashy' suits, so that's what they make for him." The latest suits are "custom suits in cowhide and leopard-skin themes, made from furniture upholstery material" (USA TODAY, 1/25).

RINGING ENDORSEMENT: MARKETING magazine's John Reynolds reports Visa Europe has "signed a multimillion-pound deal with News International for the publisher's titles to become the first official newspapers of the British Olympic team." The London Sun, News of the World and London Times as part of the deal "will have privileged access" to the 1,200 British athletes, "including heptathlete Jessica Ennis and swimmer Rebecca Adlington." The newspapers also will "feature editorial and advertorial content, with Visa receiving media space in return for the use of the Team 2012 property" (, 1/25).

THE MASON JAR: Oklahoma-based First Fidelity Bank has hired former NBAer Desmond Mason "as spokesman for the company." Mason, who graduated from Oklahoma State and played for the Hornets when they were relocated to Oklahoma City due to Hurricane Katrina, "will appear on the bank's behalf at client events and in advertising campaigns" (DAILY OKLAHOMAN, 1/25).
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