SBD/January 4, 2011/Marketing and Sponsorship

Marketplace Roundup

Patriots' AFC East Champion Caps Among Fast-Selling Items Right Now

In Boston, Thomas Grillo notes as the Patriots “prepare for another run at an NFL championship with possibly two home playoff games, merchants are stocking up to meet the rising demand from fans.” Patriots Pro Shop Store Manager Michael Periello said that the “hot products right now are the AFC East champion caps selling for $25 and T-shirts at $20." By the time of the first playoff game on either Jan. 15 or 16, Periello “expects the best selling items will be jerseys, Pats party platters, glasses, party ware and grilling utensils” (BOSTON HERALD, 1/4).

SO FRESH AND SO CLEAN: YAHOO SPORTS’ Kevin Kaduk noted Rockies CF Carlos Gonzalez’ new Gillette ad reminds him “a little of those Dove ads featuring elder statesmen like Andy Pettitte and Albert Pujols.” Being selected as one of Gillette's Young Guns is "obviously a huge step" for Gonzalez, as he is "being recognized immediately after his breakout 2010." Kaduk: “With his outstanding talent, great smile and ability to appeal toward the young, male Hispanic demographic, it really was only a matter of time until Gonzalez was approached for a high-profile ad” (, 1/3).

DOUBLE YOUR PLEASURE: ESPN yesterday debuted a new TV spot featuring tennis players Bob and Mike Bryan as part of its "It's Not Crazy, It's Sports" campaign. The spot, which will air across ESPN's TV networks, shows the twin brothers and doubles partners on a clay court surrounded by ATP World Tour logos. Lighthearted music plays in homage to the '80s-era "Doublemint Gum" TV commercials (THE DAILY).

ONE GIANT STEP FOR … Former astronaut Buzz Aldrin and StarBuzz LLC on Dec. 27 filed a suit against The Topps Co. in the Central District of California after Topps refused to refrain from using Aldrin’s name, image or signature without his consent, or to compensate him for such use. Topps in ’09 featured a picture of Aldrin taken on the moon as part of its “Topps American Heritage: American Heroes Edition” trading card set. The image was used on the top of the trading card box, on the packaging of each package and on the inset of the box’ lid. Aldrin’s name and signature were also used on the front and back of the “Heroes of Spaceflight” trading card and his name was on the card commemorating the ’66 Gemini XII mission (StarBuzz).

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