SBD/January 7, 2011/Marketing and SponsorshipPrint All
Tiger Woods and Golf Digest "parted company Thursday, ending a 13-year relationship between the world's most visible golfer and the world's largest golf magazine," according to Larry Dorman of the N.Y. TIMES. Golf Digest "has run monthly articles with Woods's byline since 1997," but Chair & Editor-in-Chief Jerry Tarde said that Woods' column in the February issue "would be his last." Woods, "whose deal with the magazine was his second-longest after his ongoing 14-year endorsement deal with Nike, will have his name removed from the magazine's masthead" (N.Y. TIMES, 1/7). The AP's Doug Ferguson noted Golf Digest "never disclosed terms of the deal, although it was believed to be among the smallest financially for Woods -- no more than $2 million a year." The value "came from exposure, along with some content provided for Woods' website." IMG Senior VP & Global Managing Dir of Golf Mark Steinberg said of his client, "The reality is his deal was up at the end of the year. Because we're living in this digital world, they needed more time from him. He wasn't ready to commit to any additional time at this point with everything going on -- trying to work on his swing and other things." Ferguson noted Golf Digest "put his column on hold last February while Woods took time off to sort out his personal life, resuming the column in September" (AP, 1/6). USA TODAY's Michael McCarthy notes besides Golf Digest, Woods "has lost or mutually split with four corporate sponsors since the November 2009 car crash that ignited a news media storm over his extramarital affairs: Gillette, Gatorade, AT&T and Accenture" (USA TODAY, 1/7).
The Chiefs, making their first playoff appearance since '06, have used their turnaround from a combined 10 wins over the past three seasons to winning 10 games this season to snag an important new sponsor. Seeking awareness among its B-to-B target, Scout Investments is presenting sponsor of this Sunday's playoff opener against the Ravens. The K.C.-based institutional asset management firm also took a multiyear naming-rights deal to the Chiefs expanded club level. Team-controlled media and rights to use the facility for corporate events were also included, said team Exec VP & COO Mark Donovan. Grocery chain Hy-Vee is sponsoring a card stunt during the game's first quarter, in which fans in the lower level will attempt to fashion a design with arrowheads on each end of the stadium, Hy-Vee logos in the corners and a huge "Go Chiefs" sign. Miller, Sprint, and Coke are among the sponsors of a downtown pep rally Friday. Meanwhile, the Colts, hosting the Jets Saturday night in a rematch of last season's AFC Championship Game, are also doing a card stunt, sponsored by lead playoff patrons Sprint, Toyota, and Huntington Bank. The cards will combine to form the team's "All In" tagline. Colts Senior Director of Marketing Chuck O'Hara said that throughout this week, playoff posters have been distributed at various malls, along with ticket giveaways, and include appearances and autographs by Colts alumni and cheerleaders.
Eagles giving away rally towels before Sunday's
game against the Packers
TURN IT UP TO 12: Aside from its inconsequential designation as the Official Decision Engine of the Seahawks, Microsoft's Bing search engine is the team's presenting sponsor for the playoffs and will have its brand on 50,000 12th man "We Are 12" rally towels that will be given to fans at Saturday's game against the Saints. Other Seahawks sponsor activation included cheerleader and player appearances over free coffee and doughnut holes at Top Pot Doughnuts and a Washington Lottery ticket giveaway at Qwest Field. A 12th man flag will fly from Seattle's Space Needle for what the team is celebrating as Blue Friday.
Steelers S Troy Polamalu "sold the most jerseys" from April through the end of the regular season on NFLShop.com, according to Darren Rovell of CNBC.com. It marks the first time that a defensive player "has led the league in jersey sales" since Bears LB Brian Urlacher in '06. Polamalu and Eagles WR DeSean Jackson, who ranked No. 9, were the "only non-quarterbacks in the top 12." Broncos QB Tim Tebow, who had ranked No. 1 since being drafted but only started two games this season, "was knocked out of the top spot to finish third." Saints QB Drew Brees ranked No. 2. Rovell noted since the NFL "started compiling jersey sales stats for the 2001 season, a rookie has never finished the season as the best seller" (CNBC.com, 1/6).TOP-SELLING NFL PLAYER JERSEYS (APRIL 1, 2010-JANUARY 2, 2011)RKPLAYERRKPLAYER1Steelers S Troy Polamalu14
Vikings RB Adrian Peterson2Saints QB Drew Brees15 Packers LB Clay Matthews3Broncos QB Tim Tebow16 Chargers QB Philip Rivers4Colts QB Peyton Manning17 Titans RB Chris Johnson5Patriots QB Tom Brady18 Ravens LB Ray Lewis6Eagles QB Michael Vick19 Patriots WR Wes Welker7Packers QB Aaron Rodgers20 Redskins QB Donovan McNabb8Giants QB Eli Manning21 Cowboys TE Jason Witten9 Eagles WR DeSean Jackson22 Browns RB Peyton Hillis10 Jets QB Mark Sanchez23 Jets RB LaDainian Tomlinson11 Cowboys QB Tony Romo24 Cardinals WR Larry Fitzgerald12 Vikings QB Brett Favre25 Steelers WR Hines Ward13 Cowboys WR Miles AustinTOP-SELLING NFL TEAM JERSEYS (APRIL 1, 2010-JANUARY 2, 2011)RKTEAMRKTEAM1 Steelers6 Bears2 Cowboys7 Giants3 Saints8 Packers4 Eagles9 Colts5 Patriots10 Jets
SCORE ONE FOR PEYTON: The WALL STREET JOURNAL's Jared Diamond reports The Nielsen Co. and E-Poll Market Research's "N-Score," which "measures the endorsement potential of athletes," found that Peyton Manning "dominates" Tom Brady in marketability. Nielsen to determine the scores "administered surveys to 1,100 Americans above the age of 13," and the results are "based on the public's awareness of the athletes and on a series of questions pertaining to their appeal and attributes." The N-Score also "shows the public's response to controversy." Eagles QB Michael Vick's rating "peaked at 60 in September 2005, but plummeted to 5 in January 2008, shortly after he was sent to prison." Vick's score "has since climbed to 16 nationally and 72 in the Philadelphia market." Steelers QB Ben Roethlisberger "has seen a similar rise since his suspension from football, up to 22 from a 6 in May" (WALL STREET JOURNAL, 1/7).
The logo of paint manufacturer Glidden "will no longer adorn the front of the Crew's jerseys after the company declined to renew its signature sponsorship" of the MLS club, according to Shawn Mitchell of the COLUMBUS DISPATCH. Glidden's logo had been "prominently displayed on the Crew's jerseys" since the '08 season. The uniform sponsorship was worth a reported $1M per season for the Crew. The company will remain a team sponsor, and the Crew hope to "find a new jersey sponsor soon." Crew President & GM Mark McCullers said, "We're talking to some other people. It's prudent to have a couple of irons in the fire, but it's a big investment. My guess is that we probably won't have a jersey sponsor when we start the season, but we do have some people genuinely interested" (COLUMBUS DISPATCH, 1/7).
Suns G Steve Nash has “left Nike and signed with Chinese brand Luyou,” according to COUNTERKICKS.com. Terms of Nash's agreement with Luyou have not been disclosed, but Nike in a statement said, “We can confirm Steve Nash is no longer under contract with us.” The Nike-Nash partnership "ends after 15 years." Nash’s decision to endorse a Chinese footwear brand “follows in the footsteps of recent headline deals,” including Celtics F Kevin Garnett leaving adidas for Anta and Clippers G Baron Davis and Grizzlies C Hasheem Thabeet signing with Li-Ning. Nash is repped by BDA Sports, which has "pioneered Chinese endorsement deals for NBA athletes with its clients,” including Rockets C Yao Ming (COUNTERKICKS.com, 1/6). CBSSPORTS.com’ Matt Moore noted Chinese shoe companies have “progressively signed more and more players to endorsement deals.” Peak “recently nabbed” Mavericks G Jason Kidd and Lakers F Ron Artest.” Nash has “made a significant push the past few years in expanding his global presence," and his move to Luyou “echoes the mass integration of NBA players in the Chinese market.” The NBA is “becoming more global as an entity, and the players are moving to be a part of that globalization” (CBSSPORTS.com, 1/6).
Wells Fargo agress to extend
its role with Bobcats
NO REPLACEMENT: In Indianapolis, Curt Cavin notes “negotiations between IndyCar and Firestone continue, but if the tire manufacturer ends its association with Indy-car racing after this season, the sport will suffer in ways not yet known.” Cavin: “With no disrespect to Honda, Firestone is IndyCar's best partner, and no company does more to promote the sport. Firestone buys win ads in major publications featuring the drivers and their teams. It showcases Indy-car racing through some of the best commercials on television. It sponsors races. It is title sponsor of the Indy Lights Series. It brings customers to events.” There is “no logical replacement.” Goodyear is the “only company with experience handling the loads created by Indy cars on oval tracks, and its focus is NASCAR” (INDIANAPOLIS STAR, 1/7).
MOVING AT A TURTLE PACE: The Steelers “asked a federal judge Tuesday to fine Turtle Creek Sportswear $500 a day for every day the shop has ignored or continues to ignore a 2005 court order to stop selling items similar to official Steelers merchandise.” The Steelers “asked the judge to order the company to turn over any money from the sale of merchandise infringing on the team's trademarks” (PITTSBURGHLIVE.com, 1/5).
ROUNDUP: O’Reilly Auto Parts has agreed to multiyear deals to become the naming-rights sponsor of the 14th annual O’Reilly Auto Parts NHRA Route 66 Nationals from July 7-10 near Chicago, and the O’Reilly Auto Parts NHRA Northwest Nationals from Aug. 5-7 near Seattle. With the addition of these events, O’Reilly Auto Parts is now the title sponsor of five events in the NHRA Full Throttle Drag Racing Series (NHRA)….Golfer Tim Clark has “ended his relationship with Srixon and signed an endorsement contract with Titleist” (GOLF.com, 1/6).