ESPN Negotiates Out-Of-Home TV Deals Under Armour Providing UAB Apparel Philly Retailers Cash In On Wentz' Hot Start Mondelez Signs New Sponsorship With USOC Nike's LeBron, Durant Shoes Sales Sagging Infiniti To Sponsor Braves At SunTrust Park Under Armour's Newton Ad Becomes Game Dustin Johnson Re-Ups With Adidas For Apparel Marketplace Roundup Dr. J Sells Rights To Name, Image
SBD/March 29, 2011/Marketing and Sponsorship
Published March 29, 2011
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).