SBD/November 30, 2011/Marketing and Sponsorship

Marketplace Roundup

Riedell eventually abandoned its two-stripe trademark application
In Minnesota, Hammerand & Ong report Riedell Shoes Inc. “has ended a bid to trademark its two-stripe skate design after settling a lawsuit brought by Adidas.” Riedell in May '10 “applied for trademark protection.” adidas “contested the application and sued in February, alleging that Riedell infringed on the iconic triple-stripe mark that Adidas has ferociously protected in courts across the globe.” Chief U.S. District Judge Michael Davis “dismissed the case on Nov. 9 at the request of Riedell and Adidas, both of which agreed to cover their own court and attorneys fees in a private settlement.” The next day Riedell “abandoned its two-stripe trademark application, according to filings with the U.S. Patent and Trademark Offices Trademark Trial and Appeal Board” (MINNEAPOLIS/ST. PAUL BUSINESS JOURNAL, 11/25 issue).

CONTINUING EDUCATION: The USOC today announced a five-year sponsorship with DeVry University. The deal, which runs through '16, makes the for-profit higher education company the official education partner of Team USA. Terms of the deal weren't available. The agreement will result in DeVry providing undergraduate and graduate scholarships to members of the U.S. Olympic team. DeVry has more than 95 locations nationwide (Tripp Mickle, SportsBusiness Journal).

PARTY ON: Amscan Holdings, Inc yesterday announced a deal with the NHL to become the official licensee of celebration-based products. As part of the deal, Amscan will design, manufacture, and sell new hockey-themed party supplies including officially licensed tableware, favors and decorations. Fans can find the line at Amscan’s retail partner, Party City, and on PartyCity.com (Amscan).

BEER-LESS PARADE: In St. Louis, Todd Frankel reported Anheuser-Busch has “pulled out of the annual New Year’s Day event in Pasadena, Calif.” The decision ends “a long-running tradition for the brewery just as the Tournament of Roses confronts other financial issues from the economic downturn.” A-B said that it “notified parade organizers in May that it intended to invest ‘in other types of sponsorships and events that reach a higher concentration of beer drinkers, and where [it] can more directly discuss the Budweiser brand’” (ST. LOUIS POST-DISPATCH, 11/29).
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