SBD/January 5, 2011/Marketing and Sponsorship

Marketplace Roundup

Matthews' No. 52 jersey remains popular among Packers fans

In Green Bay, Charles Davis reports The Jersey Store in Ashwaubenon, Wisc., is “scrambling to keep up with the demand for Packers apparel as fans prepare for the postseason.” The Jersey Store co-Owner Sheri Jordan “has ordered about 3,000 Super bowl hats, and wild-card T-shirts are set to arrive today.” Jordan said Reebok “is completely sold out of all green jerseys.” Packers LB Clay Matthews’ No. 52 jersey “leads Packers players in sales” at the store. Jordan: “Clay Matthews just really took off this year, so his jersey, you couldn’t keep it in the store. I think we’ve had to re-order his jersey five times this year.” Packers QB Aaron Rodgers is the “closest competition” to Matthews in jersey sales (GREEN BAY PRESS-GAZETTE, 1/5).

COURT ORDERS: In Boston, Jenn Abelson reports New Balance is “facing accusations in a lawsuit that it deceived customers by claiming its popular toning shoes create more sculpted legs than traditional walking sneakers.” The complaint, filed by California resident Bistra Pashamova on Monday in U.S. District Court in Boston, is “seeking class-action status and damages in excess” of $5M on behalf of Pashamova and “other people who have allegedly been harmed by New Balance.” New Balance, which “recently launched a multimillion-dollar campaign for toning shoes, is one of several major sneaker companies that are facing class-action lawsuits from consumers” (BOSTON GLOBE, 1/5). The lawsuit alleges that New Balance’s “assertions that the shoes increase calorie-burning -- resulting in more toned muscles and a slimmer physique -- are not supported by scientific studies” (BOSTON HERALD, 1/5).

ZOOM ZOOM: MARKETING MAGAZINE's John Reynolds reports England's FA next week is expected to confirm that Vauxhall “will be the new sponsor of the England football team, confirming earlier reports that the two parties were on the verge of reaching an agreement.” FA General Secretary Alex Horne and Vauxhall Marketing Dir Peter Hope are “expected to disclose details of the sponsorship next week,” and the deal “could be worth as much as” US$7.8M a year. Vauxhall will replace Nationwide, “which ended its 11-year sponsorship” of the team this year, as well as deals with Wales, Northern Ireland and Scotland. The Vauxhall deal “could conflict with the FA’s existing agreement with Fiat, the official car supplier to the England team” (MARKETINGMAGAZINE.co.uk, 1/5).

TWO BECOME ONE: Brand exposure measurement firm Repucom America has acquired K.C.-based Image Impact. The merger of the companies will take place over the next six months. Image Impact will become part of RSMG Insights along with Repucom and Sport+Markt AG. Repucom later this year plans to launch a range of research services that include consumer-based research and consulting devices (Repucom).

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