Serena Williams Starring In New Intel Ad Allianz Out As PGA Tour Champions Event Sponsor Western Kentucky Reaches Apparel Deal With Nike Ford Runs Bumgarner Ad Following Dirt Bike Injury Marketplace Roundup Hendrick Motorsports Renewing AARP, MAC Tools MLB Stars Appear In New Sheraton Campaign OneTeam Collective Gets Stake In Whoop Vikings' Gas Deal At Heart Of Local Dispute Fox Sports To Make Strong Pitch At Upfront
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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).