SBD/January 31, 2011/Marketing and Sponsorship

Marketplace Roundup

UGG has made 350 pairs of Super Bowl boots for players, coaches
UGG recently reached a marketing deal with Patriots QB Tom Brady, but company President Constance Rishwain said that UGG "won't be doing anything marketing-wise with Brady until the spring, and those ads won't be seen until Sept. 1." In this week's SPORTSBUSINESS JOURNAL, Terry Lefton notes Rishwain did "reveal for the first time" that Brady "will appear in TV ads for UGG and that the creative work, which will be the brand's first television campaign, has been quietly awarded to M&C Saatchi." UGG "will still have some Super Bowl presence," as Rishwain said that the company "made about 350 pairs of Super Bowl XLV-logoed Butte boots for coaches and players." The boots "will not be sold at retail," and Rishwain said that UGG "has no plans to license any NFL marks for their men's products" (SPORTSBUSINESS JOURNAL, 1/31 issue).

ONE WAY TO GET UP AND DOWN: GOLFWEEK's Adam Schupak wrote golfer Rickie Fowler reinforces Puma Golf's "edgy, irreverent identity in its latest commercial." The ad "depicts Fowler getting up and down from a bunker -- not with a golf club but atop a dirt bike, which plays off Fowler's motocross background." Cobra-Puma USA President Bob Philion said the ad "fits what we're about." Philion: "It's different. It's irreverent. We are looking for things that cut through the clutter." Schupak noted the spot "has gone viral, fueled by Cobra-Puma's social media effort" (, 1/28). GOLF WORLD MONDAY's Alex Myers notes the spot was created in honor of Fowler "winning the PGA Tour's rookie of the year award for 2010." Fowler was "recently announced as Golf Digest's newest playing editor," and his exposure "should only continue to grow" (GOLF WORLD MONDAY, 1/31 issue).

CATCHING A TIGER: In Birmingham, Charles Goldberg wrote NFL prospect and former Auburn Univ. QB Cam Newton "could be a marketing dream despite the shadow that followed him part of the season." CNBC's Darren Rovell: "I don't think the checkered past plays into it." Rovell estimated that Newton's endorsement deal could be $500,000-600,000 annually, "especially if Under Armour, the brand he played with at Auburn, and Nike, the king of athletic wear, get into a bidding war over the quarterback." Rovell: "Does Under Armour need the continuity that Cam provided them? Or how much will Cam really help Under Armour? People have the false feeling that Cam would more likely go with Under Armour because he's used to the brand. History has shown that it doesn't matter who supports you before you turn pro" (BIRMINGHAM NEWS, 1/30).

ALREADY PAYING DIVIDENDS: Canada-based SpiderTech has signed Australian Open finalist Li Na to its health and wellness team. The company is aiming to release a consumer version of its medical kinesiology tape later this year (SpiderTech).
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