SBD/May 5, 2011/Marketing and Sponsorship

Smelling Like A Rose: Powerade, Adidas Activate Around Newest NBA MVP

Sponsors lining up initiatives celebrating Rose's MVP award
Powerade has lined up a series of activations around Bulls G Derrick Rose being named NBA MVP, including airing a 15-second spot last night during ESPN's "SportsCenter" and during TNT's Hawks-Bulls Game Two playoff telecast. The energy drink company plans to expand the ads if the Bulls advance in the playoffs. Powerade also is executing ad takeovers today on CBSSports.com and Sports.Yahoo.com congratulating Rose. Meanwhile, adidas is rolling out this 30-second video recognizing Rose's achievement (THE DAILY). In Chicago, Elliott Harris notes Powerade yesterday also unveiled a billboard in Chicago featuring Rose. The company is "giving $25 for every postseason point he scores (minimum $15,000 donation) to the Chicago Park District to restore the basketball courts at Murray Park, where Rose played as a youngster." Another Rose billboard in the city is "to be unveiled May 23" (CHICAGO SUN-TIMES, 5/5).

WEARING THE WINNERS: NBAStore.com is offering a line of commemorative items to celebrate Rose winning the MVP award, including several T-shirts and a pair of MVP-branded Skullcandy headphones. The league's online store also is selling a commemorative T-shirt celebrating Clippers F Blake Griffin being named NBA Rookie of the Year (THE DAILY).
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