SBD/June 14, 2011/Marketing and Sponsorship

Marketplace Roundup

In N.Y., Claire Atkinson notes cable networks are “on track to close out the upfront ad-selling season with about $1 billion more in their pockets than they had last year.” Market sources said that the “dramatic rise in cable advertising revenue -- broadcast TV is expected to log a gain of just 2 percent -- is tied to programming changes for broadcasters, such as the disappearance of ABC's daytime soaps, the end of Oprah's syndicated show and the question mark over the NFL season, all of which has put money into play in primetime that had been committed elsewhere in years past” (N.Y. POST, 6/14).

SAVE THE DATE: LPGA Commissioner Mike Whan said that the tour will reserve the State Farm Classic’s early June dates for Springfield, Ill., until tournament Exec Dir Kate Peters “says the monetary backing just can’t be arranged for next year.” State Farm ended its 19-year title sponsorship of the event this year and Peters said that the Classic “needs somewhere between $2.2 million and $2.5 million -- the bulk of which would cover the prize-money purse -- for a 37th annual to take place.” She “acknowledged the possibility raised last week by Whan, who said the Classic could skip a year if sponsorship can’t be acquired.” But it is “something Peters wants to avoid if at all possible.” She said that a “more desirable scenario -- short of finding one or two major sponsors willing to commit on a multi-year basis -- would be several central Illinois businesses willing to combine for one year” (Springfield STATE JOURNAL-REGISTER, 6/14).

SMELLING LOVELY AT THE TRACK: In N.Y., Andrew Adam Newman noted Schick is “introducing what it says is the first men’s scented razor, the Xtreme3 Refresh, and rolling it out with scratch-and-sniff packaging, an online marketing campaign and a partnership” with NASCAR driver Martin Truex Jr. Schick will be “circulating its new scent through diffusers at ‘refresh stations’ it is setting up at 10 Sprint Cup races this summer.” The stations will “include a tent area cooled by misters and fans, and will be equipped with a television, sinks where NASCAR fans can try the new razors, and a 40-foot RV for respites from roaring engines.” Online ads for the new razor, which “will begin to appear on shelves this week, are scheduled to begin appearing June 17 on Web sites including Facebook, MensHealth.com and MadeMan.com” (N.Y. TIMES, 6/13).

ON THE CATWALK: In Toronto, Dan Robson notes Maple Leafs G James Reimer has teamed up with Vancouver-based sports apparel company Firstar “to launch a line of fan gear and performance wear.” Firstar President John Catliff said that Reimer has been “wearing the company’s ‘base-layer’ for about six months.” Catliff said that Firstar is “still working on its marketing and promotion plans.” The company is “hoping to cash in on the Toronto market” through its partnership with Reimer. In addition to its deal with Reimer, Firstar also partners with Canucks C Ryan Kesler and launched his RK17 line introduced last year (TORONTO STAR, 6/14).
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