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SBD/December 5, 2011/Marketing and Sponsorship
Published December 5, 2011
NHL COMICS ONE-YEAR OLD: YAHOO SPORTS' Greg Wyshynski noted next month "will mark the one-year anniversary for the debut of the Guardian Project, one of the [NHL's] most misguided, derided and ridiculed duds." A collaboration "between comics legend Stan Lee and Guardian Media Entertainment, the Guardian Project developed 30 superheroes based on NHL teams and a convoluted backstory." The plan was for the characters "to appear inside arenas and on several multimedia platforms." Shop NHL has "only a scant number of items featuring the heroes." The project's official site "has been under construction for months." Wyshynski: "And grand plans to have the heroes appear on arena Jumbotrons to pump up the crowd … well, if you've been to the rink this season, have you seen them? Based on the evidence, the Guardian Project was an epic failure" (SPORTS.YAHOO.com, 12/4).
TEBOW TIME: The FRS Company President & CEO Carl Sweat said the company's endorsement deal with Broncos QB Tim Tebow has “meant a tremendous amount of business” and also “just the recognition for the company.” Sweat said since Tebow’s endorsement, the “distribution piece has gone from about 10% of the U.S.” to about 55%. Sweat said Tebow really “presents this brand as a proven backed-by-science performance brand” (“CNBC Sports Biz: Game On!,” Versus, 12/2).
NOTES: In Boston, Kevin Paul Dupont wrote, "Can’t beat that Tim Thomas commercial that has the Bruins goalie in the back of a Boston cab, placing an urgent call to 'Peggy' from the fictitious USA Prime Credit" (BOSTON GLOBE, 12/4)....In St. Paul, Charley Walters writes the Twins are "pondering whether to pay an expensive price for a commercial highlighting Target Field during this season's Super Bowl telecast" (ST. PAUL PIONEER PRESS, 12/5).