Adidas Reportedly Courting James Harden DraftKings Now Partners With 27 MLB Clubs NU Stops Selling Jerseys With Players' Numbers Nike Preserves Converse's Original Look Marketplace Roundup Arizona State Debuts New Adidas FB Uniforms Fresno State Partnering With Nike For Redesign Rahal To Sport Ohio State-Themed Helmet Ticketing Co. Debuts New Program For Three Teams Brands Activating At U.S. Open Of Surfing
SBD/March 16, 2011/Marketing and Sponsorship
Published March 16, 2011
GETTING SCHOOLED: BROADCASTING & CABLE’s Jon Lafayette notes Farmers Insurance, the “once-quiet insurer” that recently acquired naming rights to AEG’s proposed downtown L.A. stadium in a deal valued at $600-700M, is now a “more aggressive advertiser.” Farmers Insurance Exec VP & CMO Kevin Kelso said, “We made a decision a few years ago that the category had changed in terms of marketing, and that there were competitors who were spending quite a bit in the media and on sponsorships. And we had never really been a terribly big advertiser.” He added, “It became clear to us that to succeed in what is a changed category environment, we needed to operate a little bit differently. Our University of Farmers campaign is having good success. We’ve stepped up to several sponsorship opportunities, including the Farmers Insurance Open golf tournament and now Farmers Field” (BROADCASTING & CABLE, 3/14 issue).
BALANCING ACT: In Boston, Thomas Grillo reports New Balance “has stomped out the competition for a swath of land next to its Brighton headquarters and taken the first steps toward building a proposed $235 million development off the Massachusetts Turnpike.” The company paid $26.5M “for two properties on Guest Street” (BOSTON HERALD, 3/16).