SBD/April 22, 2011/Marketing and Sponsorship

Marketplace Roundup's Bob Pockrass reported FedEx "will sponsor the May 15 NASCAR Sprint Cup race at Dover International Speedway and will continue the track’s tradition of making that race a fundraiser for Autism Speaks." Terms of the partnership call for FedEx to donate $100,000 to Autism Speaks if its driver, Denny Hamlin, wins the race, which will be titled the FedEx 400 benefiting Autism Speaks. Also, the race's charity package offers "two tickets (regularly priced at $84 each) for $111 to the May 15 event with proceeds going directly to Autism Speaks" (, 4/21).

EARNING THEIR STRIPES: adidas on Thursday announced partnerships with two more NFL Draft prospects: LB Von Miller (Texas A&M) and WR Randall Cobb (Kentucky). Miller and Cobb are the "latest additions to the growing adidas football roster." Other Draft prospects who have signed with adidas include DB Prince Amukamara (Nebraska), RB DeMarco Murray (Oklahoma), WR Titus Young (Boise State), TE Kyle Rudolph (Notre Dame) and WR Jerrel Jernigan (Troy) (, 4/21).

SHADES OF BLUE: Bloomberg TV's Deirdre Bolton reported Pabst Brewing co-Owners Evan and Daren Metropoulos are planning to "cut endorsement deals with celebrity friends to get the brand a little buzz." Since buying Pabst and all of its brands last year for $250M, the Metropoulos brothers "have done lots of guerilla marketing." With the NFL season on hold, "football players may be free from league rules limiting their alcohol endorsements, and the brothers are talking to some of the league's stars about deals." Daren Metropoulos noted Pabst is talking to Saints RB Reggie Bush, Panthers TE Jeremy Shockey and Ravens LB Ray Lewis, as well as NFL Network's Warren Sapp ("Inside Track," Bloomberg TV, 4/21).

TAKING YOUR VITAMINS:'s Anne Cassidy reported Vitaminwater is "looking for a digital agency to handle its advertising in Europe." The Coca-Cola-owned brand is "planning a major digital push with a focus on engaging its target market via social media." The "online activity will centre mainly on the UK and Nordic regions" (, 4/21).
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