SBD/March 29, 2011/Marketing and Sponsorship

Marketplace Roundup

In London, Ian Burrell reports Procter & Gamble next weekend will “start promoting its own corporate brand for the first time in Britain, in addition to the outlay on campaigns for its 50-plus household products.” P&G Corporate Marketing Dir & Head of Marketing Roisin Donnelly said that she “expected the process to intensify ahead of the London Olympics, especially in television advertising.” The campaign, which is “linked to P&G's sponsorship of London 2012 and subsequent Olympic games up until 2020, builds on the success of a North American ‘Proud Sponsor of Moms’ campaign” that debuted at the ’10 Vancouver Games. P&G in the run up to the London Games “will run a series of separate campaigns linked to product brands.” Donnelly: "In some cases we will have individual Olympic athletes endorsing the individual brands" (London INDEPENDENT, 3/28).

HAIR CARE: Head & Shoulders yesterday launched a spot with Twins C Joe Mauer and Steelers S Troy Polamalu, and in Minneapolis, Paul Walsh wrote Mauer “throws on the towel in a mocking depiction” of Polamalu. Mauer in the ad “lifts his voice several octaves to the delight of others in the clubhouse.” The “theatrics come to an end when Polamalu catches him in the act.” Walsh notes Mauer “recently added a commercial touting tourism in Minnesota in which he solos through a couple of lines in a song.” He also “has done ads for Kemps dairy products, Minneapolis-based Anytime Fitness” and Sony’s “MLB: The Show” franchise (STARTRIBUNE.com, 3/28).

TRAVEL WITH STYLE: The US Ski & Snowboard Association signed an eight-year extension with its official baggage partner, High Sierra. The deal will see High Sierra continue to supply USSA with customized backpacks, boot bags, ski and snowboard bags, duffel bags, hydration packs and other luggage and equipment through '19. Terms of the deal were not available. In addition to getting rights to US Ski, Snowboard and Freeskiing team marks, High Sierra also gets the rights to put a USSA hang tag on all of its products (Tripp Mickle, SportsBusiness Journal).

IN THE LINEUP
: YAHOO SPORTS’ Jay Busbee noted Austin Dillon, Richard Childress’ grandson, will “make his Sprint Cup debut in a car sponsored by the Ronald Reagan Presidential Foundation’s Centennial Celebration, as well as the Childress Institute for Pediatric Trauma.” Dillon will drive the No. 98 in an "as-yet-undetermined race" (SPORTS.YAHOO.com, 3/28).
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