SBD/February 7, 2011/Marketing and Sponsorship

Marketplace Roundup

Hainer expects adidas to have annual growth of 15-20% in China through '15
The Yankees last week “signed a 15-year lease for the 2,000-square-foot storefront in the landmark Paramount Building at 1501 Broadway, the same tower that houses Bubba Gump Shrimp Co. and the Hard Rock Café” in Times Square. Newmark Knight Frank broker Jeffrey Roseman, who represented landlord Paramount Leasehold LP in the transaction, said that the team store “will open within the next few months, selling Yankees merchandise and game tickets” (WALL STREET JOURNAL, 2/7).

GROWTH CURVE: adidas AG Group Chair & CEO Herbert Hainer said that the company “expects to continue expanding business next year after a strong 2010, but has concerns over high commodity prices.” Hainer said that the company “expects strong growth in China, where the company plans to post sales of more than one billion euros in 2011, a market where adidas [hopes] for annual growth rates of 15 to 20 percent until 2015.” Hainer said late last year that he “expects Adidas to grow faster worldwide than U.S. archrival Nike.” He added, "We are lucky, that we have the women's soccer world cup and many other sport events on top of that (in 2011)”(REUTERS, 2/6).

PAINTING OVER: In England, Chris Hopper reported Crown Paints “will not be on the front” of EPL club Blackburn Rovers’ jerseys “next season after the firm decided to end” its US$6.78M sponsorship deal. Crown Paints said that it “made the ‘difficult’ decision after reviewing its ‘growth strategy.’” The company had sponsored the team since ’08. Blackburn owners are reportedly “interested in exploring commercial deals tied into [the] Indian market” (, 2/5).

HAIR-RAISING ATTENTION: In Cincinnati, Laura Baverman notes the Head & Shoulders brand team, which signed Steelers S Troy Polamalu to a  season-long sponsorship in the fall, said that the “buzz it’s generated through traditional and social media is worth more than a single national advertising spot during the Super Bowl.” Head & Shoulders Assistant Brand Manager Mihira Patel said, “The great PR work behind Troy and his sense of humor around his hair has really catapulted us into the next level” (CINCINNATI ENQUIRER, 2/6).
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