SBD/August 17, 2011/Marketing and Sponsorship

Marketplace Roundup

In South Carolina, Tom Barton reported The Heritage Classic Foundation, which runs the PGA Tour event in Hilton Head, "launched a new campaign Monday to attract greater sponsorship from local businesses." The foundation announced a "newly designed Sponsor Partnership Club composed of business and professional organizations." Tournament Sales Dir Bill Wagner said that the change is "part of an effort to replenish the foundation's cash reserves, which were depleted to put on this year's event" (Hilton Head ISLAND PACKET, 8/15). 
HOCKEY HOTBED: In Boston, Kathleen Pierce notes the Bruins' Stanley Cup win "has sparked more interest in hockey," and sports retailers throughout the region said that "they are benefitting." Summer hockey camp organizers report that "more skaters are taking to the ice for the first time, and fall leagues are bracing for a banner year." That "means equipment sales." Bauer Hockey Dir of Global Marketing Steven Jones said, "If kids are starting to look at skates in July and August and are excited about the Bruins, they will play in September and October. That's a boon for us and our retailers" (BOSTON GLOBE, 8/17).

NOTES: The UFC has "reached a multi-year sponsorship renewal agreement" with Harley-Davidson. The company has been a sponsor since '08 and will "continue to be featured" on PPV and TV broadcasts, online and inside the UFC Octagon ( Australia opened a new store in Boston yesterday and "all eyes were on" Patriots QB Tom Brady, "the star of the show, via images of his ad campaign for the retailer" (BOSTON HERALD, 8/17).  
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