SBD/December 7, 2011/Marketing and Sponsorship

Marketplace Roundup

Go Daddy endorsers Michaels (l) and Patrick will be featured in the .co commercial
Go Daddy has purchased two 30-second ad slots for the Feb. 5 Super Bowl broadcast on NBC, and both commercial scripts have already been approved by the net's standards and practices division. One of the spots features the company’s new .co Web address. The ads are being produced this week in Scottsdale, Ariz., and L.A. Go Daddy endorsers Danica Patrick and Jillian Michaels will be featured in the .co commercial (Go Daddy). This year will mark Go Daddy’s “eighth consecutive Super Bowl broadcast” (BIGLEADSPORTS.com, 12/6).
 
EYE OF THE TIGER: In Portland, Erik Siemers wrote it is “clear that Nike, perhaps as much as” Tiger Woods himself, is hoping Sunday’s Chevron World Challenge victory “harkens a return of the Tiger that dominated the game like no other.” If Nike can “be given credit for helping make Woods an international superstar, Woods can be credited for turning Nike Golf into a $650 million business.” But in Woods’ recent downfall, Nike Golf “has suffered, too.” Nike Golf sales “fell 4 percent last year to $623 million, making it the only Nike division to post a decline in revenue” (BIZJOURNALS.com, 12/5).

TRADEMARK FOR TERRIBLE TOWEL: A federal judge ruled in a trademark case yesterday that the Allegheny Valley School Foundation in Pittsburgh “has clear ownership of ‘The Terrible’ trademark -- donated to it by legendary broadcaster Myron Cope.” U.S. District Court Judge Arthur Schwab “ruled in favor of the foundation and the Pittsburgh Steelers LLC in a lawsuit claiming that South Park-based Eugene Berry Enterprises LLC and its owner, Eugene Berry, infringed on the trademark by selling black-and-gold T-shirts with the words ‘The Terrible T-Shirt: A Pittsburgh Original.’" Schwab “permanently banned Berry Enterprises from producing and selling the shirts” (PITTSBURGHLIVE.com, 12/6).

SELLING IT ON EBAY: British sprinter James Ellington on eBay is seeking US$47,000 to “wear a sponsor's branded kit at training in the run-up” to the ’12 London Olympics. Ellington “lost out on sponsors through four years of injury problems.” He said that he “had managed to qualify for the Games despite no lottery support, kit deal, or any kind of endorsements” (BBC NEWS, 12/7).
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