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Marketing and Sponsorship

Marketplace Roundup

In Dallas, Marianne Brown noted sporting goods stores across the Dallas-Ft. Worth region have "gotten new shipments” of official Mavericks championship T-shirts or will get them soon. Fourteen Academy Sports & Outdoors locations opened at 7:00am CT yesterday “to meet the demand,” and “many Dick’s Sporting Goods stores said they had a large number of the T-shirts available.” Brown noted “most Sports Authority locations said they were low on adult sizes but were expecting new shipments this week” (DALLASNEWS.com, 6/14).

LISTEN TO THIS: Newly retired NBAer Shaquille O'Neal has agreed to endorse battery and headphone company iGo and "will appear in the company's marketing and advertising campaigns." That includes "print and television advertising, packaging and in-store and online promotions." O'Neal's "first duty will be to help launch" the new iGo Green Rechargeable Alkaline battery brand and iGo headphones that will be available nationwide this summer. This is the "first time iGo has employed a celebrity of any sort for its product marketing" (MEDIAPOST.com, 6/14).

LICENSE TO ILL: NASCAR Team Properties last night was recognized as the "Best Sports Program of the Year" at the International Licensing Expo in Las Vegas. The award follows a year in which NASCAR and its teams formed a new licensing trust, ending a system that required licensees to negotiate deals with each individual NASCAR team and replacing it with one in which licensees could secure rights across the sport from one entity. Since then, the group has signed deals with Lionel Electric Trains, Motorsports Authentics, Spin Master Toys and Walmart (Tripp Mickle, SportsBusiness Journal). 

ON THE LINKS: Lexus yesterday announced the addition of golfer Jason Day to its sponsorship roster, with the deal beginning tomorrow at the start of the U.S. Open. Day will wear the Lexus logo on his apparel and make appearances at Lexus events as a brand ambassador. Lexus' golf endorsers include Nick Watney, Natalie Gulbis, Charles Howell III, Annika Sorenstam, Peter Jacobsen, Mark O'Meara, Raymond Floyd and Johnny Miller (Lexus). Meanwhile, Washington state-based employee benefits, annuities and life insurance provider Symetra Financial yesterday announced an agreement to sponsor golfer J.J. Henry through '12. The agreement with Henry marks Symetra’s first sponsorship with a PGA Tour player (Symetra).

OPEN HAPPINESS: The PGA Tour yesterday announced a new logo and name for the final tournament of the Playoffs for the FedExCup. The event will now be called the Tour Championship by Coca-Cola. The new branding is part of Coca-Cola and Southern Co.'s six-year sponsorship renewals through '16 (PGA Tour). In Atlanta, Jeremiah McWilliams noted the logo “features Coca-Cola’s contour bottle alongside a golf ball.” Tour Championship Exec Dir Todd Rhinehart: “We believe this new logo symbolizes the Coca-Cola Company’s commitment to increasing the reach and impact of the culmination of the FedExCup” (AJC.com, 6/14).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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