SBD/January 9, 2012/Marketing and Sponsorship

Marketplace Roundup

In Milwaukee, Don Walker reported Packers DT B.J. Raji “has some fun at the expense” of QB Aaron Rodgers in the new State Farm ad that debuted over the weekend. Raji in the ad is “signing off on a deal with his agent when Raji does Rodgers’ move,” the "Discount Double Check." Packers LB Clay Matthews was “part of the shooting but doesn’t appear in this ad.” State Farm officials said that some “additional footage may be shown on the Internet or other social media” (JSONLINE.com, 1/6). Deep Alliance Marketing Founder David Paro wrote, “State Farm killing one of the best-ever ads with an ill-conceived Discount Double Check sequel staring BJ Raji.”

IN THE FAST LANE: In Ft. Lauderdale, Craig Davis noted Heat F Chris Bosh has “had an endorsement deal with Warren Henry Auto Group for more than a year,” and Friday the South Florida dealer announced that Bosh “will be the official celebrity spokesperson in 2012 promoting its Jaguar, Land Rover, Infiniti, Volvo, Lamborghini, Fisker and Subaru dealerships.” Bosh will “appear in television, radio and print advertisements and make special events appearances on behalf of the company” (SUN-SENTINEL.com, 1/6).

HEALTHY CHOICES: In N.Y., Jeff Dinunzio wrote snowboarders Bryan Fox and Austin Smith last year “started writing ‘Drink Water’ on the decks of their snowboards alongside their sponsorship logos.” Shortly after, they “started selling stickers, jackets, T-shirts and sweatshirts with the Drink Water design” and their “campaign for water in favor of energy drinks was under way.” The Drink Water message “crept through the ranks of professional snowboarding” and soon, widely known snowboarders, “including Keegan Valaika and Scotty Wittlake, were wearing Drink Water sweatshirts at contests and in videos.” Fox and Smith said that their “opposition to energy drinks stemmed from the drinks’ ingredients” (N.Y. TIMES, 1/8).

END OF THE ROAD: SCENEDAILY.com’s Bob Pockrass Friday reported Rusty Wallace Racing has “shut down its day-to-day racing operations as it continues to look for sponsorship for its two-car operation.” Drivers Steve Wallace and Michael Annett were “expected to compete in the Nationwide Series this season, and now both are looking for rides.” The organization “will keep some of its business staff in place to look for sponsorship for Wallace.” Team VP/Brand Management & Corporate Communications Greg Wallace said that the team “had about 35 people working in the shop” (SCENEDAILY.com, 1/6). Rusty Wallace said, “While we had several great partners on board for 2012, we just didn't feel like we had enough sponsorship in place to accomplish all of our goals” (ESPN.com, 1/6).
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