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SBD/March 24, 2011/Marketing and Sponsorship
Marketplace Roundup
Published March 24, 2011
GE and the PGA Tour have signed a three-year marketing partnership that advances GE's healthymagination initiative, which will be showcased with on-site exhibits in the GE Pavilion at eight Tour stops this season. The GE Pavilion is debuting this week at the Arnold Palmer Invitational at Bay Hill Club & Lodge in Orlando. Per the deal, GE becomes the official medical diagnostic imaging equipment sponsor and official electronic medical records management solutions sponsor of the PGA Tour, Champions Tour and Nationwide Tour. Golfers Jim Furyk and Sean O'Hair have joined GE as ambassadors for the healthymagination program and will help activate the partnership with consumers and media (GE).
SHARK TALES: In L.A., Diane Pucin profiles LPGA rookie Belen Mozo and notes her "golfing skills and outgoing personality attracted several sponsors." Greg Norman Collection Dir of Marketing Jennifer Hawkins noted Norman watched Mozo play "in a tournament in China last fall." Hawkins added, "Her talent and her passion. He was really impressed with how she went directly from college to the final stages of qualifying for the LPGA and the LET, back and forth from the U.S. to Europe." In addition to a deal with Greg Norman Collection, Mozo "also has deals with Ecco footwear, TaylorMade equipment and Titleist golf balls and gloves" (L.A. TIMES, 3/24).
GIVE ME A BEAT: Puma has appointed U.K. rap star Professor Green as its first social ambassador and will feature him in "press, retail and social media campaigns." Green, whose deal with Puma runs through '11, is the "latest in a string of high-profile individuals from the music world who have signed up to represent the brand." In January, Puma signed singer Kimberley Walsh "to front a six month press campaign for its BodyTrain toning footwear range." The brand "followed that in February with the signing of reggae icon Bob Marley's fashion-designer daughter, Cedella Marley, to design the Jamaican track and field team's kit" for the '12 London Olympics (BRANDREPUBLIC.com, 3/23).
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Collection, Ecco, TaylorMade and Titleist |
GIVE ME A BEAT: Puma has appointed U.K. rap star Professor Green as its first social ambassador and will feature him in "press, retail and social media campaigns." Green, whose deal with Puma runs through '11, is the "latest in a string of high-profile individuals from the music world who have signed up to represent the brand." In January, Puma signed singer Kimberley Walsh "to front a six month press campaign for its BodyTrain toning footwear range." The brand "followed that in February with the signing of reggae icon Bob Marley's fashion-designer daughter, Cedella Marley, to design the Jamaican track and field team's kit" for the '12 London Olympics (BRANDREPUBLIC.com, 3/23).
