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SBD/March 28, 2011/Marketing and Sponsorship
Marketplace Roundup
Published March 28, 2011
AD AGE's E.J. Schultz reported MillerCoors CMO Andy England last week "brashly
predicted that not only will Coors Light surpass Anheuser-Busch's Budweiser this
year, but that Miller Lite will leave Bud in the dust in 2012." England was speaking
at a "pep-rally-like convention for distributors" in San Antonio that was attended
by around 4,000 people, including Cowboys Owner Jerry Jones and NASCAR driver
and Miller Lite endorser Brad Keselowski. Meanwhile, rapper Ice Cube will "appear
in ads by Chicago-based multicultural agency Commonground, in which he stares
down Coors Light bottles in a battle of who's cooler" (ADAGE.com,
3/27).
AROUND THE WORLD: In N.Y., Stefan Bondy reported the "big wheels are in motion to transform" Nets G Deron Williams "into a global figure, his name known around the world, turning him into the first sports star in Brooklyn since Jackie Robinson." Williams' face will "sprout up in ads from Manhattan to Brooklyn, pushing the team's future -- and season tickets -- at the $800 million Barclays Center in Brooklyn." Williams is a free agent after the '11-12 NBA season, so "everything is contingent on him committing to the Nets" for the '12-13 season -- when the team moves to Brooklyn -- and beyond. Bondy noted the Nets are "talking as if this is a foregone conclusion and they are marketing him as such." But Williams "isn't ready to commit to anything or to entertain a deal until he has a better feel for his new home" (N.Y. DAILY NEWS, 3/27).
WHEELS & DEALS: In Charlotte, Jim Utter reported one of the two NASCAR Camping World Truck Series teams co-owned by Titans WR Randy Moss "might be shutting down for the season." The No. 25 Toyota entry driven by Tayler Malsam reportedly "closed its doors Wednesday." Team co-Owner David Dollar in a statement said, "We have an entry filed for the April 2 race at Martinsville Speedway and are currently evaluating our options for that event" (CHARLOTTE OBSERVER, 3/26)....Izod IndyCar Series team Newman/Haas Racing on Saturday announced that the Telemundo Communications Group has developed a marketing partnership with the team's No. 02 car driven by Oriol Servia for the '11 season. Servia drove the Telemundo car in yesterday's IndyCar race in St. Petersburg (THE DAILY).
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| BEER BRAND |
SHIPMENTS OF BEER BARRELS IN '10
|
MARKET SHARE
|
| Bud Light |
40,550,000
|
19.10%
|
| Budweiser |
18,550,000
|
8.70%
|
| Coors Light |
18,075,000
|
8.50%
|
| Miller Lite |
15,875,000
|
7.50%
|
| Natural Light |
9,025,000
|
4.20%
|
AROUND THE WORLD: In N.Y., Stefan Bondy reported the "big wheels are in motion to transform" Nets G Deron Williams "into a global figure, his name known around the world, turning him into the first sports star in Brooklyn since Jackie Robinson." Williams' face will "sprout up in ads from Manhattan to Brooklyn, pushing the team's future -- and season tickets -- at the $800 million Barclays Center in Brooklyn." Williams is a free agent after the '11-12 NBA season, so "everything is contingent on him committing to the Nets" for the '12-13 season -- when the team moves to Brooklyn -- and beyond. Bondy noted the Nets are "talking as if this is a foregone conclusion and they are marketing him as such." But Williams "isn't ready to commit to anything or to entertain a deal until he has a better feel for his new home" (N.Y. DAILY NEWS, 3/27).
WHEELS & DEALS: In Charlotte, Jim Utter reported one of the two NASCAR Camping World Truck Series teams co-owned by Titans WR Randy Moss "might be shutting down for the season." The No. 25 Toyota entry driven by Tayler Malsam reportedly "closed its doors Wednesday." Team co-Owner David Dollar in a statement said, "We have an entry filed for the April 2 race at Martinsville Speedway and are currently evaluating our options for that event" (CHARLOTTE OBSERVER, 3/26)....Izod IndyCar Series team Newman/Haas Racing on Saturday announced that the Telemundo Communications Group has developed a marketing partnership with the team's No. 02 car driven by Oriol Servia for the '11 season. Servia drove the Telemundo car in yesterday's IndyCar race in St. Petersburg (THE DAILY).
