SBD/December 6, 2011/Marketing and Sponsorship

Marketplace Roundup

Perkins' deal with Ralph Lauren made him the company's first sponsored freeskier
ESPN.com’s Robin Macdonald reported U.S. Halfpipe team member Tucker Perkins “recently signed a deal with designer giant Ralph Lauren, making him the company's first sponsored freeskier.” Perkins previously was sponsored by Sessions outerwear, and he said, "Everyone at Sessions has been super great to work with over the past few years but I feel as though I have a really good opportunity to grow with Polo leading up to the 2014 Games in Sochi.” He added, "Polo was looking to use me and (U.S. mogul skier) Hannah Kearney to showcase their winter outerwear RLX line for the upcoming season and it turned into a relationship where they wanted to become my official outerwear sponsor for this upcoming season" (ESPN.com, 12/5).

SMOOTH OPERATOR: MARKETING WEEK’s Rosie Baker reported London-based smoothie maker Innocent, which is 60% owned by Coca-Cola, is to join its majority stakeholder “by becoming an official sponsor of the London 2012 Olympic and Paralympic Games.” The sponsorship is “likely to include health and sustainability focused messaging" and will see the company "include the Olympic rings on its packaging.” Innocent will launch a "‘significant’ Olympic activation campaign including on-pack promotions, events and in-store and digital activity” (MARKETINGWEEK.co.uk, 12/5).

IN THE HUNT: Hunt Brothers Pizza will sponsor two of Richard Childress Racing’s NASCAR Nationwide Series teams as well as the No. 29 NASCAR Sprint Cup Series team with Kevin Harvick through a multiyear partnership agreement that begins in ‘12. Hunt Brothers Pizza will be the primary sponsor for three NASCAR Nationwide Series races on the No. 33 Chevrolet Impala when Harvick is the driver. The season-long associate sponsorship of Harvick's No. 29 car begins with the Daytona 500 in February (RCR Racing).

ROUNDUP: Canadian chain Pizza Pizza announced a new partnership with True North Sports & Entertainment that makes the restaurant a sponsor of the NHL Jets. As part of the agreement, Pizza Pizza will have onsite concessions at the MTS Centre during the ’11-12 season (THE DAILY). The MLBPA has signed a licensing deal with Brand Affinity Technologies to include major leaguers in BAT's electronic endorsement platform for use in both traditional and digital media campaigns. The deal will allow advertisers to secure a license through BAT to use two or more active players in any media or marketing campaign within a single year (Eric Fisher, SportsBusiness Journal).
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