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SBD/October 14, 2011/Marketing and SponsorshipPrint All
Streakers during '12 London Games could
face huge fine or even jail time
LET'S GET TOGETHER: MARKETING magazine’s Loulla-Mae Eleftheriou-Smith reported Coca-Cola is “in talks with fellow sponsor Visa to introduce cashless payment vending machines to the UK during the Games, within the Olympic park.” Visa is “already working with two other Olympic sponsors,” as it “struck a partnership with Lloyds TSB in May that included a tie-up with Samsung's Near Field Communication (NFC)-ready handsets to promote cashless payments in the run-up to the Olympics.” Samsung is “expected to issue the handsets to athletes and to put them on general sale” (MARKETINGMAGAZINE.co.uk, 10/13).
Oklahoma Lottery says EA partnership
lets them reach 20-30 year olds
SCENE DAILY's Bob Pockrass reported following the departure of driver Clint Bowyer and the movement of General Mills' sponsorship to Jeff Burton’s No. 31 car, NASCAR team owner Richard Childress "expects his organization to go from four to three full-time Sprint Cup teams” in ’12. Childress said that RCR "could field a fourth car on occasion for Austin Dillon.” Bowyer last week announced that “he was leaving RCR to join Michael Waltrip Racing after this season.” Childress Thursday said, “Right now, we are looking at three Cup cars, with an occasional Cup race (with a fourth car). Who knows what may come up between now and (next year)? I’ve had offers to race people and race drivers and have another full sponsorship with a driver” (SCENEDAILY.com, 10/13).
RENOVATING ITS DEAL: SCENE DAILY's Pockrass noted Dollar General yesterday officially announced it will sponsor Joe Gibbs Racing's No. 20 Sprint Cup car for 12 races in ’12, and while the deal appears “to be a good thing,” it also "could be looked at as a sign that primary sponsor The Home Depot wants to cut back from its 38-race commitment" to JGR and driver Joey Logano. JGR officials said that they “went to Home Depot officials about sharing the car with Dollar General and paying less for its sponsorship.” Team Owner Joe Gibbs: “It wasn’t Home Depot coming to us, it was us coming to Home Depot. … We’re planning on a long-term relationship for a long time with Dollar General.” He said that the “team has a ‘long-term’ deal with Home Depot." However, JGR President J.D. Gibbs "would only say that it’s beyond next year” (SCENEDAILY.com, 10/13). ESPN's David Newton said, “If you look at the model for most of NASCAR right now, most teams have more than one sponsor on the car, and this is just the way it’s going to be for the future on” (“NASCAR Now,” ESPN2, 10/13).
REACHING INTO ASIA: REUTERS’ Victoria Bryan cited a Puma spokesperson as saying that the German sporting goods company “plans to use a new Formula One partnership to gain consumers in Asia’s emerging markets and reassert its sports performance credentials.” Puma earlier this week “signed a deal to provide Formula One team Mercedes GP Petronas with a fire-proof racewear for drivers and pit teams, and to produce licensed apparel.” The Puma logo “will also be displayed on the 2012 Mercedes race car and teamwear” (REUTERS, 10/12).
SPONSOR NEWS: Ingersoll Rand will sponsor Front Row Motorsports’ No. 55 Ford Fusion driven by Travis Kvapil at the Bank of America 500 Cup race Saturday at Charlotte Motor Speedway (Ingersoll Rand)....Key Motorsports announced PrecisionWerx will be the primary sponsor of the No. 40 Chevrolet driven by Charles Lewandowski in Friday's Dollar General 300 Miles of Courage Nationwide Series race (Key Motorsports).
In Detroit, Jaclyn Trop reports Tigers and Lions merchandise “continued to sell fast last week, as both teams posted big victories.” SportsOneSource reported that Tigers gear “leapt to third” among MLB teams “from fifth place a week earlier, claiming 6.67 percent of sales by market share for the week ended Saturday.” Meanwhile, the 5-0 Lions “more than doubled their market share” in the NFL in the week leading up to Monday night's win over the Bears. SportsOneSource noted that the Lions “ranked 17th in merchandise sales among the 32 NFL teams, with 2.2 percent of the market” (DETROIT NEWS, 10/14).
FEELING SQUIRRELY: In St. Louis, Matthew Hathaway noted there is “money to be had in peddling squirrel gear" to MLB Cardinals fans "thanks to the Rally Squirrel frenzy.” Missouri-based grocer Dierbergs reported that the “first batches of ‘squirrel shirts’ at its stores sold out within hours on Saturday.” Cardinal Glennon Children's Foundation is “selling its own Rally Squirrel trading cards, shirts and hats that come with or without an attached squirrel tail.” The charity saw its merchandise “sell out at various businesses around town." At least “11 other T-shirt styles inspired by the bushy-tailed Busch beastie were listed on eBay Tuesday afternoon” (ST. LOUIS POST-DISPATCH, 10/12).
ROUNDUP: Burton Snowboards and MINI announced a partnership for the ’11-12 season with the car manufacturer serving as the presenting sponsor of the Burton Global Open Series. The two companies will also collaborate on more snowboard events throughout the upcoming season (Burton)….The Ravens announced ThompsonGas will serve as the team’s official propane gas partner to benefit the Ravens All Community Team Foundation (Ravens)….Phiten announced an endorsement deal with T'Wolves F Derrick Williams to serve as a brand ambassador for the company. Williams joins Knicks F Carmelo Anthony, Heat F Chris Bosh and Clippers G Eric Gordon as Phiten endorsers (Phiten).