SBD/January 30, 2012/Marketing and Sponsorship

Marketplace Roundup

White recently signed a seven-figure endorsement with Stride gum
In Colorado Springs, Brian Gomez noted Gold Medal-winning snowboarder Shaun White “has turned into the marketing icon of the action-sports world.” White signed his first sponsorship deal at 7, and as he prepares for the '14 Sochi Games, he "counts big-money corporate pacts with BFGoodrich, Burton, Hewlett-Packard, Oakley, Target and Ubisoft.” He recently signed a "seven-figure endorsement with Stride gum, and in August, he scored an agreement with Vail Resorts in which he co-designed his own halfpipe at Lake Tahoe.” Simply by “keeping down his current track, White continues to see his stock soar.” Despite his popularity, Gomez noted White “doesn’t have a monopoly, as Nike, The North Face, Toyota and Visa have spent their advertising dollars elsewhere, with mixed results” (GAZETTE.com, 1/27).

CAM STEPS OUT: In Charlotte, Joseph Person wrote NFL Panthers QB Cam Newton, who finished eighth in THE DAILY's list of most marketable NFL players, will “split his offseason between Charlotte and Atlanta.” IMG's Carlos Fleming, who handles Newton's marketing portfolio, said that Newton “plans to be more visible in the Charlotte community this year.” Fleming: "We're all doing our due diligence as to where the needs are in the market. A lot of the stuff that he'll do, he won't do just to get the feel-good attention in the media. ... A lot of it he'll do without the cameras." But Fleming knows Newton “can increase his charitable impact and marketing reach by building on his success and turning the Panthers into a consistent winner” (CHARLOTTE OBSERVER, 1/29).

GETTING A NEW LOOK: WORLD FOOTBALL INSIDER’s Matthew Grayson reported tortilla brand Maseca “will sponsor the shirts of Mexico’s national team through at least 2014.” The new look “debuted Wednesday night during a 3-1 friendly win over Venezuela played in Houston.” Mexico will “also sport the new shirts for the 2013 Confederations Cup, CONCACAF Gold Cup and qualifiers for the 2014 FIFA World Cup in Brazil” (WORLDFOOTBALLINSIDER.com, 1/27).

FUZZY FOOTWEAR: In Boston, gossip columnists Shanahan & Goldstein reported Patriots players Friday “returned to their lockers to discover boxes of Uggs for every player.” Although QB Tom Brady is an endorser for the brand’s “casual footwear, outwear, and accessories, it’s not clear who put the boots … in the locker room” (BOSTON GLOBE, 1/28). ESPN’s Wendi Nix said of Brady, “He does the UGGs advertising. I suspect he got a deal.” ESPN's Herm Edwards: "Buy them a car, Tom. You got enough money” (“NFL 32,” ESPN2, 1/27).
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