ESPN said that its college football and BCS ad sales “have been very strong, ‘pacing above goal.’” Company officials “attribute the uptick to a big return by the auto category and season-long support from the 15 BCS official marketing partners, including newcomers Dell and Unilever.” MULTICHANNEL NEWS’ Mike Reynolds notes all of this group, which includes BCS title-game sponsors, "bought major positions throughout the sport's regular season both on TV and other ESPN platforms" (MULTICHANNEL NEWS, 12/19 issue).
ONWARD AND UPWARD: In London, Victoria Wellman reports Reebok's EasyTone sneakers “are to be re-launched despite charges brought against the sportswear brand by the Federal Trade Commission.” Reebok President & CEO Uli Becker “appeared undeterred by the recent $25 million settlement with the FTC, announcing that they will continue to develop and promote their line of muscle toning sneakers.” The message “comes in the wake of charges that the EasyTone advertising campaign was deceptive” (DAILYMAIL.co.uk, 12/20).
OUT OF SEASON? UGG Australia in September rolled out TV spots and print ads featuring endorser Patriots QB Tom Brady, but business analysts said that sales of both men’s and women’s lines during the company’s early fourth quarter “failed to pop.” A Sterne Agee analyst said that UGG's “higher prices and unseasonably warm weather during the fall took a toll on sales of the sheepskin-lined boots and shoes” (BOSTON HERALD, 12/19).
ESTATE SALE: ESPN.com’s Kristi Dosh wrote the “real loss” from the firing of Penn State football coach Joe Paterno amid the child sexual abuse scandal “comes not for Penn State but for the Paterno family, and eventually, his estate.” Sales of licensed items “such as T-shirts, coffee mugs and hats don’t add up to all that much money in the end.” Still, a “Lombardi-like book, movie or play does” (ESPN.com, 12/16).
