SBD/January 6, 2011/Marketing and Sponsorship

Marketplace Roundup

Castrol today announced a multiyear sponsorship deal with the NFL, giving the company category exclusivity in motor oil and related lubricants for the length of the deal. Castrol Edge synthetic motor oil will be the company's lead brand in its NFL activation. That activation will extend across a number of NFL platforms, including game broadcasts, NFL Network and (Castrol).

HERO OF THE DAY: YAHOO SPORTS' Greg Wyshynski noted the NHL's partnership with Stan Lee to "create 'NHL Guardians' comic book heroes" has "apparently inspired the motif for Versus' 2011 NHL All-Star Game commercial that began airing this week." Players in the ad are "featured striking iconic poses and doing heroic things like skating down dark roads next to large tanker trucks." Blackhawks C Jonathan Toews, Penguins C Sidney Crosby, Capitals LW Alex Ovechkin and Canucks G Roberto Luongo are "all represented in the ad" (, 1/5).

FUELING THE JETS: The Jets yesterday announced sponsors for "Jets Wild Card Week," ahead of Saturday's playoff game against the Colts. Pepsi as part of the initiative is integrating its Pepsi Max franchise into Jets social media properties, while is the presenting sponsor of the new "What's Your Take Playoff Chat" feature on the Jets' Facebook page. Pepsi Max and also are sponsoring a playoff rally the Jets are hosting today from 5:30-7:00pm ET. Additionally, fans can pick up Jets Playoff Rally towels courtesy of SportsNet N.Y. and Toyota throughout Manhattan today (Jets).

THE OLYMPIC SPIRIT: Procter & Gamble's "newly expanded 'Proud sponsor of moms' campaign" is "tied to Procter's sponsorship of the Special Olympics." The campaign includes a commercial featuring Special Olympics athlete Molly Hincka with her mother, Kerry (, 1/5)....BMW, the official automotive partner of the '12 London Olympics, has "launched an initiative designed at supporting British Olympic and Paralympic hopefuls on the road to 2012" (, 1/4).

ROUNDUP: The PBR "has hired Charlotte-based event marketing agency JHE to provide game-day presentation equipment and assistance for the 2011 season." PBR is the "first non-motorsports client to hire JHE in several years" (SPORTSBUSINESS JOURNAL, 1/3 issue)....Fans will be able to choose the apparel golfer Ian Poulter wears during his opening match of the Feb. 23-27 WGC-Accenture Match Play Championship through a "Dress Ian" Facebook campaign, launched by the tournament and Poulter's IJP Design. Fans can go to to view and vote on the outfits and to purchase outfits at a discounted rate (Accenture Match Play Championship).

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