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SBD/April 18, 2011/Marketing and Sponsorship
Published April 18, 2011
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).