Ravens Reaching Out To Team Sponsors Toronto FC Searching For New Jersey Sponsor NU Launches Heisman Marketing For Abdullah UM, Coca-Cola Ticket Promotion Pulled Marketplace Roundup Army Re-Evaluating NFL Spending Aspen Skiing Co. Unveils New Ad Campaign Marketplace Roundup P&G Pulls Out Of NFL Initiative NBC Has Sold 70-80% Of Super Bowl Ad Time
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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).