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SBD/April 18, 2011/Marketing and SponsorshipPrint All
Kellogg to sponsor
USOC through '16
Roush Fenway Racing on Saturday formally announced that both Greg Biffle and his primary sponsor, 3M, have renewed their contracts for three more NASCAR seasons. The new contracts will take 3M, Biffle and RFR through the '14 Sprint Cup season. Terms of the contracts were not disclosed (Roush Fenway Racing). SCENEDAILY.com's Bob Pockrass noted 3M, an RFR sponsor for seven years, will be Biffle's primary sponsor "for the bulk of the 36-race Cup schedule." But RFR execs said that they "have retained a few races each year for other potential sponsors" (SCENEDAILY.com, 4/17). Biffle acknowledged that he "took a cut in salary, considering the current economic climate." ESPN.com's David Newton noted with Biffle now signed through '14, RFR "will turn its focus to retaining Sprint Cup points leader Carl Edwards." RFR President Steve Newmark yesterday said that he is "cautiously optimistic a deal can be reached with Edwards, the biggest free agent on the NASCAR market." Newmark: "Clearly our main focus is to have Carl continue to run for the championship, and hopefully we can get (sponsor) Aflac and Carl a championship this year" (ESPN.com, 4/17).
In London, Ron Lewis noted Wenlock and Mandeville "have been working solidly" since LOCOG introduced them nearly a year ago as the mascots for the ’12 London Olympics. The mascots “have connected well with children and their remit involves delivering the Olympic message to a generation that has not watched the Games before.” A LOCOG spokesperson said, “We were 100 per cent sure that young people would like them. We got a lot of feedback that they connected with their target audience.” In nine months, Wenlock and Mandeville “have clocked up 200 public appearances, seldom together” (LONDON TIMES, 4/16).
BRAZILIAN DELIGHT: WORLD FOOTBALL INSIDER's Matthew Grayson noted FIFA on Friday named Brazilian brand Nescau the exclusive confectionary partner for the ’14 World Cup in Rio de Janeiro, giving the company “local marketing rights.” The deal allows Nescau to sell “pre-packaged chocolate bars and ice-creams” in all stadiums for both the World Cup and the FIFA Confederations Cup in ’13. Nescau is Brazil’s “fourth company to come aboard for the Cup,” joining Marfrig, Oi and Banco Itau (WORLDFOOTBALLINSIDER.com, 4/15).
GET A GRIP: In Boston, Frank Quaratiello examines Adrian Gonzalez's relationship with Tater Grip, the San Diego-based form-fitting batting grip manufacturer with which the Red Sox 1B “signed a two-year, low five-figure endorsement deal” in October when he played for the Padres. Under terms of the partnership, Gonzalez receives “a percentage of every sale." Global Tour Golf Owner Craig Pollard, whose company manufactures and distributes the Tater Grip, said that he has “sold 10,000 grips.” A national ad featuring Gonzalez in March “got sales going and Pollard plans another ad campaign next month” (BOSTON HERALD, 4/16).
IN THE KNICK OF TIME: The N.Y. POST's Page Six reports Knicks F Amar’e Stoudemire “will appear in the latest round of ads” for ESPN’s “This Is SportsCenter” campaign, the “first time a Knick has been featured in them since Bill Bradley and Walter McCarty appeared in a cookout-themed spot 15 years ago.” The ad “will go live today” (N.Y. POST, 4/18).