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SBD/July 27, 2011/Marketing and Sponsorship
Published July 27, 2011
NEW THREADS: ESPN Consumer Products and the Southeastern Conference announced the launch of the “SEC on ESPN” apparel collection, a T-shirt line inspired by the conference’s achievements, traditions and rivalries. The collection features slogans and logos from each of the 12 SEC schools. It will include nine graphics (six men’s and three women’s) and will be sold exclusively throughout the southeastern U.S. at Dick’s Sporting Goods stores, as well as online at DSG.com, ESPNShop.com and SECStore.com (ESPN).
FRUIT PUNCH: AD WEEK’s Noreen O’Leary reported PepsiCo's SoBe has partnered with former boxer Mike Tyson’s Main Event game “in launching a mobile gaming campaign for the brand's teas, fruit juice blends, and enhanced waters.” The "Try Everything Challenge" invites iPhone users “to compete for a high score in a fruit-smashing game within the existing Tyson Main Event game.” The highest point earner after the next month of play “wins a trip to Las Vegas in October to train with Tyson.” SoBe worked with iPhone game developers RockLive and Omnicom’s OMD Gaming and OMD’s Ignition Factory on the initiative (ADWEEK.com, 7/26).
MATCH-BY-MATCH: CAMPAIGN LIVE’s John Reynolds noted English soccer club Birmingham City “is offering shirt sponsorship on a match-by-match basis” for the upcoming season. A source said the team had "several irons in the fire" regarding potential sponsors, but would not disclose further details. The club's shirt sponsor “for the past five seasons has been F&C Investments, the financial company.” The team was relegated from the EPL at the end of last season (CAMPAIGNLIVE.co.uk, 7/26).
NOT PHIZZLE-ING OUT: S.F.-based mobile marketing company Phizzle Inc. has closed a $3M Series A round of venture capital financing led by Alsop Louis Partners. The company last fall struck a deal with MSG to aid mobile marketing efforts, such as text messaging and text-to-win contests for the Knicks, NHL Rangers, WNBA Liberty, and MSG. Other Phizzle clients include FSN, the Cavaliers and 76ers (Eric Fisher, SportsBusiness Journal).