In Columbus, Rob Oller reports the Blue Jackets, MLS Columbus Crew and Triple-A Int'l League Columbus Clippers have come together to “increase their exposure” by working with the Greater Columbus Sports Commission and city leaders to “install electronic billboards around the area that will promote upcoming games.” The advertising campaign, “Game On Columbus,” aims to “draw attention to and increase pride in the pro teams, as well as promote the city’s bicentennial celebration in 2012.” Crew GM Mark McCullers said, “This is about raising the profile of our pro sports teams, and a rising tide raises all ships” (COLUMBUS DISPATCH, 8/23).
IN THE GREEN: In London, James Ducker writes although EPL Club Manchester United’s owners, the Glazer family, “have been deeply unpopular among United supporters since they bought the club" six years ago, they have "proceeded to reinvigorate a commercial operation that was already regarded as the biggest and best in British football." The team's recently announced deal with DHL to sponsor the club’s training kit is “just the latest in a long line of lucrative agreements struck by the Glazers as United prepare to post annual commercial income in excess of £100 million for the first time” when they announce year end results in October (LONDON TIMES, 8/23).
EYE ON THE PRIZE: Eyeblack.com CEO Peter Beveridge, when asked how business is going for his company, said, “This year has been tough because we are a ‘nice to have.’ We have a lot of college teams, professional teams that wear it, and for them, it’s a ‘gotta have.’ But for a lot of teams that have limited resources, it’s a lot of money. I’d love to see what happened if the economy turned around.” He listed “licensing” as the company's biggest current challenge. Beveridge said his "next big goal" for the company is to "bring on ambassadors for the product: Bethanie Mattek-Sands, Marshawn Lynch, Steve Johnson." Beveridge: "We’re working on the ambassadors in a variety of sports. We’re always looking at what’s the best fit” (WASHINGTON BUSINESS JOURNAL, 8/19 issue).
BIG MAN ON CAMPUS: The GLOBE & MAIL's James Mirtle reviews Capitals RW Alex Ovechkin's marketing campaign for Canadian candy bar Mr. Big and sarcastically writes, “It’s all high brow stuff as you can imagine, with Ovechkin offering unique insight into the game and, well, using Mr. Bigs as nunchucks with random ninja sounds playing in the background.” Mirtle: “Must have been one heckuva deal” (GLOBE & MAIL, 8/22).
ROUNDUP: NFL Panthers QB Cam Newton is featured in an Under Armour billboard in N.Y.'s Times Square (CHARLOTTEOBSERVER.com, 8/22).... Gillette has “acquired the naming rights to the Brazil World Tour, the umbrella under which the Brazilian national soccer team plays games at venues around the world.” Gillette gains “in-stadium advertising rights and ‘comprehensive corporate hospitality opportunities'” (SPORTSPROMEDIA.com, 8/23).
