SBD/March 7, 2011/Marketing and Sponsorship

Marketplace Roundup

Corona's tent at BNP Paribas is part of multiyear sponsorship deal with ATP
In Palm Springs, Debra Gruszecki reported Corona Extra, as part of its multiyear sponsorship agreement with the ATP World Tour, has "created a plaza that bears the Mexican beer-maker's name" at the BNP Paribas Open. At the Indian Wells Tennis Garden, Corona Plaza, "with its Corona Beach House, will offer tennis fans cool reprieve and a brew under a bottle cap-shaped tent." Bill Ligas, a spokesperson for Corona importer Crown Imports LLC, said that appearance by several tennis players "are in the making" (Palm Springs DESERT SUN, 3/5).

AS SEEN ON THE TRACK: Roush Fenway Racing on Friday announced a multicar sponsorship with As Seen on Racing and IdeaVillage Products Corp. ASOR products were slated to be featured on two RFR Nationwide Series entries this past weekend: the No. 16 driven by Daytona 500 winner Trevor Bayne and the No. 6 driven by Ricky Stenhouse Jr. Bayne's car was set to showcase the HD Vision Aviator sunglasses brand, while Stenhouse's was scheduled to promote EasyFeet (Roush Fenway Racing).

LIFE IN THE FAST LANE: In London, Sylt & Reid report revenues at Renault's F1 team increased 9% to a record US$261.8M in '09, "despite the squad suffering a series of setbacks during the year." The boost was "driven by a new 2009 deal" with F1 Management Chair Bernie Ecclestone, "which doubled the team's prize money." Fueled by the "additional income from Mr Ecclestone, the team raced into the black despite the loss of sponsorship, finishing the tumultuous year with a pre-tax profit" of US$18.1M, compared with a US$20.5M loss the year before (London INDEPENDENT, 3/7).

THERE'S ALWAYS NEXT YEAR: In N.Y., Marc Berman reported Basketball HOFer Earl Monroe said that Knicks F Carmelo Anthony "can have his retired No. 15 jersey if he wants it, but the new Knicks superstar has missed the NBA deadline to change numbers for next season." Anthony, who switched from No. 15 to No. 7 when he was traded from the Nuggets to the Knicks, "missed the March 1 deadline to apply for a new jersey number for next season" (N.Y. POST, 3/5).
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