SBD/April 12, 2011/Marketing and Sponsorship

Marketplace Roundup

Under Armour has signed a multiyear deal with Nationals minor leaguer Bryce Harper, the top pick in the ’10 MLB Draft. Harper will wear UA apparel during games and will be featured in in-store and promo campaigns. Harper joins Giants C Buster Posey, Nationals 3B Ryan Zimmerman, Orioles C Matt Wieters and Mets SS Jose Reyes as UA endorsers (UA).

STICKING BY FIESTA BOWL: In Phoenix, Mike Sunnucks reports sponsors are "sticking by the Fiesta Bowl, despite allegations of misspending" by former President & CEO John Junker and "improper campaign contributions." The Fiesta Bowl so far "has not lost any sponsors or advertisers" as a result of the scandal, as sponsors' reps have said that they are "more concerned about the game's economic impact and community benefit." Still, some sponsors and advertisers are "playing a waiting game to see how the Bowl Championship Series and NCAA investigations shake out." They also "will be watching investigations by Arizona Attorney General Tom Horne and the Federal Election Commission over improper reimbursements to bowl employees who were told to donate to Arizona politicians" (PHOENIX BUSINESS JOURNAL, 4/8 issue).

SHOOTING STAR: ESPN.com's David Newton reported Wood Brothers Racing has "lined up Camping World and Good Sam Club to sponsor" driver Trevor Bayne in the May 21 NASCAR Sprint Cup Series All-Star Race. Camping World and Good Sam Club "will also sponsor Bayne's car" for Sunday's Aaron's 499 at Talladega Superspeedway. A formal announcement is scheduled for this afternoon (ESPN.com, 4/11).

LIFE'S GOOD: MARKETING magazine's John Reynolds reports LG "has emerged as a leading candidate to become the sponsor of The FA Cup, which is expected to undergo a major relaunch next year to enhance its appeal." LG is "one of a handful of brands in conversation with The Football Association, which is expected to announce its new sponsor in the coming weeks." The South Korean company, a former shirt sponsor of EPL club Fulham, is "looking to build its presence" in soccer (MARKETINGMAGAZINE.co.uk, 4/12).

GETTING THE FANS INVOLVED: In Oklahoma City, Darnell Mayberry reported Thunder F Kevin Durant "recently partnered with Nike ID on a contest for fans to design a version of Durant's signature shoe, the KD III, by going to NikeID.com." Durant "selected his favorite version from a group of finalists to wear during a home game and a road game." During Sunday's game against the Lakers, Durant "wore one specially designed, orange, black and blue pair that a 12-year-old created." Durant is "expected to wear a second pair at an upcoming home game" (DAILY OKLAHOMAN, 4/11).
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