SBD/April 14, 2011/Marketing and Sponsorship

Marketplace Roundup

New Balance debuting marketing campaign around Monday's Boston Marathon
New Balance yesterday announced the debut of a Boston Marathon-specific marketing campaign ahead of Monday's race. The "Let's Make Excellent Happen" campaign spotlights the new New Balance 890 running shoe, which launched in February, and showcases several Boston landmarks, including Fenway Park and the Charles River. Out-of-home activation includes signage on subway trolleys and bus displays, and the Boston-based brand also will sponsor "Runner's World" and "Running Times" magazines' online Boston Marathon channels. The campaign was developed by Arnold Worldwide, Boston (THE DAILY). New Balance is "not the only sneaker company seeking to get a boost from the marathon," since adidas is the official footwear and apparel supplier and Puma, Asics, Mizuno, Ecco and Converse "advertise in the official program" (, 4/13).

LIFESTYLES OF THE RICH & FAMOUS: In London, Kevin Eason reports the McLaren F1 team is "ready to make" a US$163M investment in drivers Lewis Hamilton and Jenson Button. McLaren execs are "prepared to sign both drivers to long-term deals to make sure that they stay together until at least 2017." Eason notes Hamilton and Button are a "marketing man's dream team, crucial to McLaren, with more than 30 sponsors paying out on deals running into tens of millions of pounds, who love the handsome, articulate and glamorous drivers" (LONDON TIMES, 4/14).

STAYING HYDRATED: The Celtics and Branded Bottle yesterday announced the creation of the first branded water for the team, "It's All About 18," as part of a sponsorship arrangement that will make Branded Bottle spring water the official water product of the Celtics. The water's slogan refers to the Celtics' push for an 18th NBA Championship with the playoffs set to begin this weekend. A portion of the proceeds from the branded water will benefit the Boston Celtics Shamrock Foundation (Celtics).
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