SBD/March 9, 2011/Marketing and Sponsorship

Marketplace Roundup

Under Armour reportedly will pay $81M over five years for deal with Tottenham

The AP reported Under Armour's five-year kit supplier deal announced yesterday with EPL club Tottenham Hotspur is worth a reported $81M, making it the company's "biggest European sponsorship." Under Armour President & CEO Kevin Plank said that the company "wants to build the brand in Britain with the Tottenham deal," which begins with the '12-13 season (AP, 3/8). Under Armour Exec VP/Global Brand and President of Int'l Mark Dowley said that the agreement "comes ahead of plans to open branded UK retail outlets and secure deals with other clubs." In London, James Hurley notes Under Armour's products currently are "distributed through around 800 UK shops" (London TELEGRAPH, 3/9).

TEXT TO WIN: In South Florida, Jeff Zbar notes attendees at most PGA Tour events this year for the first time can "bring wireless phones onto the premises," and for advertisers and sponsors, this has "opened a potential marketing opportunity to reach attendees during -- and after -- the event." PGA National Resort & Spa in Palm Beach Gardens, Fla., at previous events would host "enter to win" contests that "required entrants to fill out entry forms at expo booths." But at last weekend's Honda Classic, "text to win" contests, cards, banners and signs around the property encouraged attendees to "send text messages to PGA National's entry number." The six areas where attendees were allowed to use their wireless devices were "branded as the Verizon Wireless Cell Phone Zone" (SOUTH FLORIDA BUSINESS JOURNAL, 3/4 issue). 
 
TEA IT UP: Golfer Annika Sorenstam has signed a deal to endorse Pepsi Lipton Tea in Florida. She will make in-market appearances and appear in regional advertising for the company's portfolio of iced tea products (THE DAILY).

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