SBD/June 8, 2011/Marketing and Sponsorship

Marketplace Roundup

The Canadian Olympic Committee on Monday unveiled a series of new marks for all of its competition wear and merchandise. The new designs include the Canadian Olympic Team mark, with the maple leaf as the centerpiece, sitting above the Olympic rings encircled by a red oval border. The COC mark is a modified version of the original mark created in ‘95. The gradient in the flame has been removed to help keep things consistent when the mark is copied. The new brand will be phased in over the coming months and is expected to be completed by the end of the year (COC).

WATER BOYS: Coconut water brand Vita Coco has signed Yankees 3B Alex Rodriguez and Red Sox 2B Dustin Pedroia to endorsement deals in their respective home markets. Activation of the deals, which will launch this summer, include radio, out-of-home and digital platforms. The efforts coincide with Vita Coco’s national ad campaign featuring singer Rihanna (THE DAILY).

LOCK IT UP
: In Phoenix, Jan Buchholz notes this season is the “third and final year of LifeLock’s marquee partnership” as a jersey sponsor of the WNBA Mercury, and team COO Amber Cox “expects some form of the deal will be renewed as the evaluation process proceeds.” LifeLock paid “at least $1 million to secure the privilege of marketing its brand on the Mercury’s jersey.” LifeLock Chair & CEO Todd Davis “gives the impression that he’s ready to renew the contract" (PHOENIX BUSINESS JOURNAL, 6/3 issue).

UNITED WE STAND: Livestrong yesterday announced a $1.75M donation to improve the lives of people affected by cancer in K.C. Livestrong also has named MLS Sporting KC F Omar Bravo as a Global Envoy to help the foundation spread its message of awareness and survivorship to the Hispanic/Latino community in the U.S. and Mexico (Livestrong).

THE JOY OF COLA: Coca-Cola on Sunday during Univision’s broadcast of the CONCACAF Gold Cup debuted a spot called "Buscando Coca-Cola," featuring a man seeking the beverage before the start of a soccer match. As he runs through his neighborhood, the man finds himself one step behind his neighbor, who takes the last Coca-Cola from each store. Both TV and radio versions of the commercial will air on Univision and Telefutura throughout the summer. Fans can also view the commercial on the Coca-Cola YouTube channel. Coca-Cola will have an onsite interactive zone during this year’s Gold Cup (Coca-Cola).
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