SBD/May 19, 2011/Marketing and Sponsorship

Marketplace Roundup

GOLF WORLD's Ron Sirak cited sources as saying that endorsement offers Tiger Woods “is getting now are either not for as much money as he is used to getting or not from the A-list type of corporations with which he has always been affiliated." Since his car accident in November ’09, Woods has ended business relationships with Accenture, AT&T, Gillette, Gatorade and Golf Digest. However, he is “probably only one win -- especially in a major -- away from restoring his former value” (GOLF WORLD, 5/23 issue). CNBC's Darren Rovell said if Woods were to win the U.S. Open, Nike would "then really start using him in earnest." Rovell: "They're a big force and it would be good for Tiger to be associated with those types of ads. ... But that's the key: To win. The most natural way is to bring him back after he wins" ("Golf Central," Golf Channel, 5/17).

PLAN B: In N.Y., Claire Atkinson notes with the NFL season “in limbo,” TV execs “hawking their new lineups are seeking firm commitments from football marketers who might be tempted to call an audible come fall.” While “jittery marketers have been waiting to see whether the NFL can resolve its labor dispute, TV executives are pushing them to seal ad deals now as part of their annual upfront sales season that kicks off this month.” Some advertisers are “booking NFL spots in hopes that the season will kick off as usual in September, but others are looking to swing ad dollars to alternatives” in the event the football season is late or canceled (N.Y. POST, 5/19).

KEEPING THE BEAT: ALLHIPHOP.com’s Noal Strong noted musician T.I. has added Yankees CF Curtis Granderson as the “latest ambassador” for the musician’s AKOO Clothing Brand. Granderson “will be featured in print and video ads” for the label, which is “manufactured and distributed by the RP55 Apparel Group” (ALLHIPHOP.com, 5/17).
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