Sources: Sprint Shelves NASCAR "Experience" Carnival To Air First Super Bowl Ad MJ Leads eBay Athlete Merch Sales Chick-Fil-A Takes Wizards Promo To Next Level Marketplace Roundup Constellation, NHL Sign Groundbreaking Pact Rafael Nadal Inks Tommy Hilfiger Endorsement Hornets, Waste Management Ink Partnership Alshon Jeffery Signs With BodyArmor Marketplace Roundup
SBD/April 5, 2011/Marketing and Sponsorship
Published April 5, 2011
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).