SBD/January 10, 2012/Marketing and Sponsorship

Marketplace Roundup

Trade publication Beer Marketer's Insights reported that Coors Light “has displaced Budweiser as the No. 2 beer in America, marking the first time in almost 20 years that Anheuser-Busch has not controlled the nation's top two beer brands.” Bud “still finished 2011 down 4.6% in shipments.” Coors Light in total “shipped 18.2 million barrels, while Budweiser ended 2011 at 17.7 million.” A-B's Bud Light “remains the nation's top-selling beer by a wide margin” (ADAGE.com, 1/9).

CRABCAKES AND FOOTBALL: In Baltimore, Alexander Jackson notes by hosting an AFC divisional playoff game this Sunday, the Ravens, the state of Maryland, and its businesses “are ready to rake in more cash than they have in years.” The Ravens could make “at least four times what the franchise would have on the road for a playoff game.” Ravens VP/Corporate Sales & Development Mark Burdett said that the team’s take from a road playoff “would have been around $250,000.” That number “may surpass $1 million with a home game.” Jackson notes taxes on tickets at M&T Bank Stadium “alone will add about $500,000 to the state’s coffers.” In addition, companies that have “teamed up with the Ravens through sponsorships and broadcasting deals, like M&T Bank Corp. and WBAL Radio, may get a big January bump in revenue.” Burdett said that “most regular-season sponsors, like Merritt Properties Inc., have ponied up disclosed amounts to put their logo in the stadium and lock up their suites” for this weekend’s game (BALTIMORE BUSINESS JOURNAL, 1/6 issue).

BROUGHT TO YOU BY...: The U.S. Army and the Ad Council today unveiled a new TV PSA featuring Heat F LeBron James designed to highlight the dropout crisis in America and encourage adults nationwide to motivate and inspire students in their communities. The spot was created by advertising agency Publicis New York (THE DAILY).

MAKING A RUN: Several companies had a major presence on ESPN's pregame coverage of the BCS National Championship game last night, including Taco Bell, which promoted its latest product. Coming back from commercial, two fans were seen racing to see who could put tacos into a box faster. ESPN’s Chris Fowler noted, “Fans in New Orleans enjoying themselves at the Taco Bell Fanfest, trying to fill the brand-new Taco 12-Pack box” (“Bud Light BCS Pregame Show,” ESPN, 1/9).
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