SBD/March 10, 2011/Marketing and Sponsorship

Marketplace Roundup

Fairley signs deals with Nike, GT Sports Marketing ahead of April's draft
Nike has signed DT Nick Fairley, who is projected to be selected in the first 10 picks in next month's NFL Draft, to an endorsement deal. Fairley has also signed an exclusive autograph deal with GT Sports Marketing and is one of four athletes in the running to appear on the cover of EA Sports' upcoming "NCAA Football 12" release (THE DAILY).

PROOF POSITIVE: In Seattle, Bob Condotta reported Gatorade is partnering with NFL Films "on a new web series" called "Everything to Prove," offering a behind-the-scenes look at 14 NFL Draft prospects. The first two episodes debuted yesterday at NFL.com/ProveIt, and new ones will debut weekly on Wednesdays. The series includes several projected first-round picks, including QB Blaine Gabbert, WRs A.J. Green and Julio Jones, LB Von Miller and DE J.J. Watt (SEATTLETIMES.com, 3/9).

THAT DOG WILL HUNT: The AP's Mary Pemberton reported the Iditarod Trail Sled Dog Race's finances "appear to be getting back on track after two years during which the purse in the world's longest sled dog race shrank and the field got smaller." Corporate sponsorship is "increasing slightly," now accounting for 40% of revenues, up 5% "over the last few years." The race's "approximately 35 sponsors, mostly Alaska-based companies, are expected to provide" $1.6M this year in cash support. In-kind sponsorship, such as "hotel rooms in Anchorage and flight service, is estimated at an additional $950,000" (AP, 3/9).

TIME TO FOCUS: HSBC has "reiterated its commitment to focusing its sport sponsorship spend on golf and rugby, and disclosed that it has cut the overall spend by up to 20% over the past two years." HSBC's sports sponsorship portfolio "was previously more diverse and included sponsorship of Formula One." HSBC Group Head of Sponsorship Giles Morgan said, "We could sponsor any sport and could make a case for tennis or cricket." But he added that "golf and rugby represented a good fit with the bank's 'brand heritage'" (MARKETINGMAGAZINE.co.uk, 3/9).

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