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SBD/January 20, 2012/Marketing and Sponsorship
Ravens Could See Increased Endorsements With AFC Championship Win
Published January 20, 2012
UA CASHING IN: In Baltimore, Gary Haber reports regardless of the Super Bowl matchup, Under Armour is "likely to get plenty of air time during the Feb. 5 NBC broadcast." The company's roster of NFL endorsers includes Lewis, Patriots QB Tom Brady, Giants RB Brandon Jacobs and 49ers TE Vernon Davis. Many other players on each of the teams "remaining in the playoffs wear Under Armour's cleats or gloves." UA Baltimore-based ad agency GKV CEO Roger Gray said that the company "lucked out with this year's playoff lineup because three of the four teams remaining ... represent some of the biggest media markets in [the] country." The other, Baltimore, is "not among the largest media markets, but it's Under Armour's hometown." Execs "declined to comment on their pre-Super Bowl marketing plans." However, Aquarius Sports & Entertainment President Marc Bluestein said that UA will "likely try to capitalize on whichever team wins the Super Bowl by running congratulatory ads in the winning team's market and nationally." The company also "could incorporate its athletes in new ads talking about how wearing Under Armour gear helped them perform well in the big game" (BALTIMORE BUSINESS JOURNAL, 1/20 issue).