There is no shortage of marketing issues that left their mark on the industry this year. Below are some of the people, campaigns and ideas that made headlines in '11.
 |
Woods began his marketing rebound by signing
a deal with Vantelin Kowa |
UP-AND-DOWN SAVE: It was another roller-coaster year for Tiger Woods’ marketability. He began the year by seeing long-term relationships with Golf Digest and Tag Heuer officially come to an end. Woods then signed a peculiar deal with Japanese pain relief brand Vantelin Kowa this summer that Golf Channel’s Erik Kuselias noted was "a start for Tiger.” Indeed, the final months of the year brought two new high-profile deals -- a return to Rolex and a new partnership with Fuse Science that has the sports nutrition company on his bag.
ALL HAIL KEGASUS: The Maryland Jockey Club unveiled a marketing campaign for the Preakness Stakes centered around Kegasus, a centaur with a nipple ring, body hair and a beer gut. The campaign sought to reassure young people that infield festivities would be rowdy. The effort drew criticism for being tasteless and encouraging binge drinking, but the jockey club said Kegasus could deliver young people to the race. Indeed that proved to be the case, as the event enjoyed strong ticket sales.
BREAD WINNER: The MLS Philadelphia Union received some push-back when it served up Bimbo Bakeries as the team’s jersey sponsor. The company is pronounced BEEM-bo, but the common mispronunciation of Bimbo caused an initial stir, especially among female fans. However, team officials were confident that time, and a little marketing, would correct the confusion. Said Union CEO and Operating Partner Nick Sakiewicz, “In the focus groups and discussions I’ve had with women, the vast majority of them think it’s just the coolest thing. They think it’s fun.”
POWER-FUL SWING: Wunderkind Bryce Harper has yet to make the big leagues, but he is carrying some major league endorsement power. Literally. Maryland’s Miss Utility system sponsored Harper’s at-bats while he was with the Single-A Hagerstown Suns this season. Miss Utility Dir of Marketing Matt Ruddo said, “It’s just not possible to sponsor a player’s at bats at the Major League level, and even if it were, it would probably be out of our price range.” Under Armour also jumps on the Harper bandwagon early, signing him to a multiyear deal.
 |
Solo made it to the semifinals of ABC's
"Dancing with the Stars" |
SOLO JOURNEY: One of the biggest stories to come out of the Women’s World Cup this summer was the star turn of U.S. G Hope Solo. She instantly became a darling on Madison Avenue, signing sponsorship deals with several top brands, including Gatorade, Bank of America and Electronic Arts. Solo also successfully crossed over into the general pop culture segment of society with her run to the semifinals on “Dancing with the Stars.” If she duplicates her on-field performance next summer in London, Solo could see even more deals come her way.
FIGHT THE POWER: It is rare for a boxer to be used in promotional campaigns nowadays, especially one born outside the U.S. However, Manny Pacquiao is the exception to the rule. Pacquiao signed a deal with Hewlett-Packard that saw him appear in commercials for the company’s ill-fated tablet product. He also worked on a line of Nike products that Top Rank’s Bob Arum said was “along the lines of Air Jordan” and signed to promote Hennessy for a cool $1M.
LADIES’ NIGHT: Maya Moore drew plenty of headlines during her decorated college career at UConn, but she attracted more news when she became the first WNBA player to sign with Jordan Brand. The deal was seen as a way for the brand to sell shoes and athletic accessories to the next generation of girls. Moore said, "I'm excited about seeing more females wear Jordan products because they're excited to see me wearing them."
TOUCH-UP PAINT: MLS Whitecaps jersey sponsor Bell Canada blasted a team marketing video that featured a female model with a Whitecaps jersey painted onto her body, including the Bell logo across her chest. Said a Bell spokesperson, “We understand that they’re an exuberant new team eager to get the word out, but this marketing effort clearly didn’t fit with Bell’s expectations.” To which Whitecaps Dir of Marketing Kim Jackman replied, “You could look in a Victoria’s Secret catalog … and see more exposed people.”
