SBD/March 28, 2011/Marketing and Sponsorship

Names & Faces: Kia Happy With Relationship With Michelle Wie

Kia official says company is happy with its relationship with Wie
In Honolulu, Ann Miller noted this is the second year of Kia's sponsorship deal with Michelle Wie, and the automaker is "happy about its investment" in the golfer. Kia VP/Marketing & Communications Michael Sprague, speaking at this past weekend's LPGA Kia Classic in California, said, "We featured her in one of our commercials, which was initially targeted just for sports networks. It was so popular online and through social media we actually put it on general market television, targeted it at young people. The feedback has just been great." Sprague added, "She's young, she's youthful, she's vibrant. As a brand, that's how we're trying to position ourselves -- to the young, sporty dynamic and she fits all that" (Honolulu STAR-ADVERTISER, 3/27).

UNDERNEATH IT ALL: ESPN’s “PTI” on Friday included a discussion about Broncos QB Tim Tebow’s commercial for Jockey, which is set to debut today. ESPN's Tony Kornheiser said, "The most famous Jockey underwear model was the ridiculously handsome Jim Palmer, and his posters in the '70s and '80s were quite scandalous. Tebow's not a scandalous guy. He'll probably wear underpants underneath his underpants. I just think we haven't seen anything yet. All we've seen is him in a T-shirt." ESPN's Michael Wilbon said, "When you got a lockout coming up and no salary, I'm going to give Mr. Tebow an 'A' for being smart. It doesn't matter what the endorsement is" ("PTI," ESPN, 3/25).

HAIR APPARENT: Garnier Fructis has signed Lightning C Steven Stamkos to be a spokesperson for the brand in Canada. The promotion featuring Stamkos will be launched in April and will include TV, magazine, online and in-store components. Garnier Fructis is using the TV spot to announce a contest that has a grand prize of a trip for four to Tampa to meet Stamkos and attend a Lightning game (Garnier Fructis).
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