SBD/February 9, 2012/Marketing and Sponsorship

Marketplace Roundup

The '16 Rio Organizing Committee (ROCOG) yesterday added Nissan as the fifth top-tier sponsor for the '16 Games and said that the automaker "will provide 4,500 vehicles to transport athletes, officials and journalists" during the event. Officials did not disclose financial details of the agreement, but said the deal exceeded "the requirements from Rio 2016 for the category." ROCOG President Carlos Nuzman said that the Games "have surpassed the initial goal" of $570M in sponsors. Rio 2016 officials said that the mark "had already been surpassed before the Nissan deal" (AP, 2/8).

FOOD FOR THOUGHT: The MLS Dynamo and Kroger have reached a long-term sponsorship deal making Kroger the team's official and exclusive retail grocery partner, as well as a founding partner of BBVA Compass Stadium. The agreement also makes Kroger the presenting sponsor of the Dynamo Skills Challenge, a grassroots program designed to help local youth learn soccer fundamentals (Dynamo). Other sponsors of the stadium, scheduled to open May 12, are Methodist Hospital and Mazda (BIZJOURNALS.com, 2/9).

Misty May-Treanor appears in Stouffers campaign
alongside her husband, Matt Treanor

DINNER FOR TWO: BIG LEAD SPORTS' Barry Janoff reported Stouffer’s this week launched a marketing campaign, "Put the Two Back in Tuesdays," that features U.S. Olympic Gold Medal beach volleyball player Misty May-Treanor and her husband, Dodgers C Matt Treanor. The Stouffer’s campaign is "challenging couples with hectic schedules to spend Tuesday nights together by preparing Sautes for Two meals." May-Treanor said, "When they were looking for someone to spearhead the campaign, they wanted an athlete with a busy schedule -- Yep, I’m on that list. Check mark! They were looking for someone who loves to interact with people -- Check mark! And then they knew I was married to another professional athlete who also has a crazy schedule. Another check mark! So then they said, ‘Let’s sit down and see what we can do’" (BIGLEADSPORTS.com, 2/8).

SENDING A MESSAGE: Asics will bring its "Support Your Marathoner" program to the '12 Honda L.A. Marathon on March 18. Similar to the program offered at the '11 ING N.Y. Marathon, it will allow family and friends to send pictures, texts and video messages to marathon runners on race day. The messages can be delivered directly to an individual runner as they race past one of two video screens placed on the course. Messages can be uploaded at supportyourmarathoner.com (Asics).
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