SBD/April 5, 2011/Marketing and Sponsorship

Marketplace Roundup

In Charlotte, Erik Spanberg notes the Bobcats have "spent much of the past year discussing a new deal with Budweiser, the team’s beer sponsor since the franchise arrived” in ’04. Bud is “among several top-level sponsors spending $1 million or more with the Bobcats, but the current deal expires after this season.” It is “complicated for the Bobcats by two other factors: Bud parent InBev has been paying less for sports deals in recent months, and the NBA could miss part or all of next season as negotiations drag on” for a new CBA (CHARLOTTE BUSINESS JOURNAL, 4/1 issue).

Gasol Participating in game series for
Children's Hospital L.A.
WHERE IN THE WORLD IS PAU:
The Children’s Hospital L.A. yesterday unveiled “Where’s Pau Now?,” the first in a four-part online interactive game series featuring Lakers F Pau Gasol, Hockey HOFer Luc Robitaille, Galaxy F Landon Donovan and Dodgers 1B James Loney. Each series of the game features a player hiding in various areas throughout the new and existing hospital with participants given multiple choice options to guess the player’s location for the chance to accumulate points. Those with the highest point score at the end of the individual game series will be put into a drawing for prizes such as autographed gear and game tickets. The game is available on CHLA.org/Pau (Children’s Hospital L.A.).

KEEPING UP WITH THE JONESES: Jones Soda and K2 Sports today announced a partnership to pursue snow-inspired initiatives. As part of the deal, K2 will integrate the Jones brand throughout its marketing initiatives and create Jones Soda skis and snowboards. The two-year partnership begins this month and will involve cross-brand presence through digital marketing, appearances at snow sports events, demo centers, movie premieres and retail displays. The deal allows Jones to develop cross-branded merchandise to use as incentives and prizing (Jones Soda/2K Sports).

MAXIM-IZING THEIR EXPOSURE: AD AGE’s Rich Thomaselli noted Maxim “will be hosting its invite-only bash” at The Masters and the Kentucky Derby. Maxim Chief Revenue Officer Ben Madden said, “We've had so much success around the Maxim Super Bowl party -- even when the economy was diving, the demand from marketers and high-end consumers never abated." Partners for The Masters party “include Lamborghini, Michelob Ultra beer, KRU82 Vodka and Odyssey Golf.” Madden is “still negotiating with sponsors for the Derby” (ADAGE.com, 4/1).
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