SBD/June 20, 2011/Marketing and Sponsorship

Marketplace Roundup

Aflac could follow Edwards if he leaves for another race team’s Bob Pockrass noted Roush Fenway Racing’s contract with Aflac, primary sponsor of RFR’s No. 99 Sprint Cup Series Ford driven by Carl Edwards, “expires after this season,” and it “is possible” Aflac could follow Edwards to a new team if he leaves RFR. Joe Gibbs Racing has been rumored as a potential landing spot for Edwards when his RFR contract expires, and team Owner Joe Gibbs said he “would be surprised if Aflac moves with Edwards to another team.” RFR President Steve Newmark said that his team “has talked with all of Edwards’ current sponsors about a package for next season.” In addition to Edwards, RFR “must also re-sign sponsors Crown Royal (currently with Matt Kenseth) and UPS (currently with David Ragan).” Newmark said that he “would prefer to keep those sponsor-driver combinations together but is courting other sponsors as well" (, 6/19).

FAIRWAY FASHION: In N.Y., Juliet Macur wrote under the sub-head: “Increasingly, Tour Golfers Are Dressed By Clothing Companies.” On-course wardrobes of players like Davis Love III and Webb Simpson, who both wore pink pants during the first round of the U.S. Open on Thursday, “are often scripted by clothing companies at major tournaments.” Each day, those players “are given specific outfits to wear, down to the belt and shoes.” Sponsors are “aware of how much news-media exposure the players -- and their fashion choices, good or bad -- will get, no matter how they perform.” Golf Digest Fashion Dir Marty Hackel: “People have to dress to their personality, and if they are effervescent and enthusiastic, they wear brighter colors than people who are careful and methodical, and nothing is wrong with that” (N.Y. TIMES, 6/19).

FOR A GOOD CAUSE: Snack manufacturer Pirate’s Booty announced it will donate $10 for every point WBNA Mercury F Diana Taurasi scores during the ’11 WNBA season to Hoop Heroes, a fundraising initiative that benefits After-School All-Stars. ASAS is a charity that provides free after-school programs to disadvantaged youth across the U.S. (Pirate’s Booty).
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