SBD/February 14, 2012/Marketing and Sponsorship

Marketplace Roundup

The GLOBE & MAIL’s Susan Krashinsky notes Coors Light for the next two weeks “will appear in every Sportsnet medium as the exclusive sponsor of coverage” of the company's NHL trade deadline coverage. The deal with MolsonCoors “represents the first time that Rogers has successfully sold an advertising sponsorship across all five of its Sportsnet platforms: television, radio, Sportsnet Magazine, its websites and mobile application.” Rogers Media President Keith Pelley said that the “expansion of Sportsnet is a marketing play, attempting to sell advertisers on an ‘integrated’ bundle of sports media properties” (GLOBE & MAIL, 2/14).

FISH TALE: Bumble Bee Foods yesterday announced its launch of new interactive and web content featuring tennis player Mardy Fish. Over the next 12 months, Bumble Bee will unveil a series of documentary-style webisodes, articles and other content that chronicle Fish's journey to the U.S. Open. The first webisode serves as an introduction to Fish and his story. It features Fish's transformation and details, in his own words, what it took to get to the top of his game, both on and off the court. The monthly webisodes will follow Fish on his journey to the U.S. Open and have seasonal focused topics (Bumble Bee Foods).

NOTES: The Int'l Tennis Federation announced that it has renewed its deal with Wilson Racquet Sports as an international partner of the Davis Cup and Fed Cup. Wilson will remain the official ball of Davis Cup and Fed Cup for five years, starting in ’13. Wilson joined Davis Cup in ‘02 and added the Fed Cup in '06 (Wilson)....Danskin Triathlon series announced that it has signed a multiyear agreement that will make cycling brand Liv/giant the official bike for the series through ’14 (Danskin)
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