Constellation, NHL Sign Groundbreaking Pact Rafael Nadal Inks Tommy Hilfiger Endorsement Hornets, Waste Management Ink Partnership Alshon Jeffery Signs With BodyArmor Marketplace Roundup Sprint Dropping NASCAR Title Sponsorship After '16 Univ. Of Miami Could End Nike Deal New Nike Campaign Features LeBron's "Heroes" Comic Book Makes Superhero Merch With QBs Patrick Brought On As Face Of Chicago Area Hospital
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).