SBD/November 2, 2011/Marketing and Sponsorship

Marketplace Roundup

Jockey’s interest in Tebow beyond football with his community service and mass appeal
In Milwaukee, Don Walker reported Jockey Int'l is "standing by" endorser Broncos QB Tim Tebow despite his on-field struggles so far this season. Jockey Dir of PR Mo Moorman in a statement said, "Jockey’s interest in him goes beyond football. He is dedicated to community service, and his work ethic, positive attitude and leadership skills are unquestionable." But Marquette Professor of Marketing Dennis Garrett said that the "situation could still spin out of control." Garrett said that the "danger for Jockey is if Tebow continues to be an object of ridicule in the national conversation." Garrett "cited the possibility that 'Saturday Night Live' might do a sketch of Tebow," which would put him in a "new spin cycle of criticism." Garrett: "Then it could bleed over and hurt the brand" (JSONLINE.com, 11/1).

VISITING GIFT: In St. Petersburg, Steve Huettel reported Tampa Int'l Airport and the Lightning "announced a marketing partnership Monday that gives people using TIA's parking facilities a chance to win four tickets to a Lightning game of their choice at the St. Pete Times Forum." One winner "will be picked at random each day at the exits to the parking garages through the end of the Lightning's season." As part of the marketing agreement, TIA "decorated two shuttles connecting the main terminal and Airside A with a photo wrap of Lightning players and the message 'Be the Thunder.'" Recorded shuttle messages from Lightning C Vincent Lecavalier "welcome arriving travelers and thank those departing for their visit." No money "will be exchanged in the deal" (ST. PETERSBURG TIMES, 11/1).

SNACK ON THIS: DNA Brands, Inc., yesterday announced it will begin a month-long promotional program with the Dolphins that will highlight DNA's meat snack product at Walgreens' South Florida locations. The Dolphins designed and produced DNA-branded POS material, as well as features on the team website (THE DAILY).

DAVIS LOVE: IMG College has reached a multiyear agreement with UC-Davis to run the athletic department’s sales and marketing. The school will be serviced out of IMG College’s dedicated sales center in Winston-Salem, N.C., which is managed by Chris Bain. IMG College’s ticketing division now has 12 client schools (IMG College).
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