SBD/September 15, 2011/Marketing and Sponsorship

Marketplace Roundup

In Minneapolis, Joe Christensen noted Twins C Joe Mauer's "work as a pitch man" has caused "some backlash, including some within his own clubhouse, with some grumbling that he seems more focused on making commercials than keeping himself on the field." Mauer has "missed 66 of his team's 146 games" this season due to injury, but "all the ads were shot last offseason." Mauer said that the time he "spent shooting all the ones that have [run] this year combined to take about one week of his time." Mauer is "under contract to shoot more commercials this winter, but again, he doesn't plan to let it interrupt his offseason workout plan" (STARTRIBUNE.com, 9/13). ESPN's Tony Kornheiser noted Mauer's hesitancy about moving from catcher to first base gave the “implication that he wasn’t a team guy, that he was a selfish guy." Kornheiser: "There’s a combination, I think, of jealousy and anger aimed at him. If that were aimed at me, I might worry a little bit about doing more of these commercials” (“PTI,” ESPN, 9/14).

DESPERATE FOR CHANGE: In Denver, Lindsay Jones noted Broncos fan Jesse Oaks and seven of his friends are going to buy "two billboards on which to implore the Broncos bosses to make a change at quarterback." Oaks was told it would cost "$10,000 to purchase two billboards in downtown Denver." Oaks then posted his plan on a Broncos message board yesterday and said that he has "received hundreds of emails from strangers since, most of them offering to chip in." It is "still up for debate what the billboards will say" (DENVERPOST.com, 9/14).

THEY'RE LOVIN' IT: California State Univ. Bakersfield and Nelligan Sports Marketing announced a new multiyear, six-figure corporate partnership with McDonald's. It will be the first major corporation to join CSUB under its new relationship with Nelligan. The most notable visible ad will be McDonald's "Golden Arches" logo that will appear on CSUB's blue playing surface (Cal-State Bakersfield).

UNIFORM DEAL: In Indianapolis, Anthony Schoettle reported USA Football Tuesday signed a two-year deal with St. Louis-based sporting goods manufacturer Rawlings. Terms of the deal were not disclosed. Rawlings will "outfit U.S. national teams and provide footballs for Team USA's competitions as well as the 2012 International Federation of American Football Under-19 World Championship." Rawlings will also "produce USA Football-licensed uniform selections for youth leagues" (IBJ.com, 9/13).
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