SBD/February 28, 2012/Marketing and Sponsorship

Marketplace Roundup

Eastern Bank first signed Gonzalez in ’11 after he was traded to the Red Sox
In Boston, Sarah Coffey reported Red Sox 1B Adrian Gonzalez and Eastern Bank “are teaming up for a second year in an endorsement agreement that includes a charitable partnership, personal appearances and promotions.” Eastern Bank first signed Gonzalez in ’11 after he “was traded to Boston.” The bank and NESN are creating a campaign featuring Gonzalez that includes “television, in-branch and online advertisements; a social media promotion on the bank’s Facebook page; personal appearances made by Gonzalez, and more” (BIZJOURNALS.com, 2/27).

COME FLY WITH ME
: In Milwaukee, Don Walker reported Southwest Airlines “is the new official airline sponsor” of the Brewers. Terms of the deal were not released, but the partnership “includes in-stadium signage, a plan for a field-level interactive experience and a new ‘How Far Did It Fly’ feature during Brewers' home games” (JSONLINE, 2/27).

HAVE IT YOUR WAY: Burger King Corp. (BKC) yesterday announced a licensing agreement with franchisee Ron Devine and BK Racing LLC. As part of the agreement, BKC will sponsor the primary paint scheme on the No. 83 Sprint Cup car driven by Landon Cassill and No. 93 car driven by David Reutimann. The cars made their debut last night at the Daytona 500. The fast food restaurant chain will leverage the sponsorship both on and off the track, through select regional marketing programs and promotions (Burger King).

START SPREADING THE NEWS: In Portland, Allan Brettmann reported MMA apparel brand Respect Your Universe yesterday announced “it has raised $1.5 million in equity financing.” RYU intends to use the proceeds from the financing “to accelerate its investment in innovative product and marketing initiatives to drive brand awareness and revenue growth.” RYU is based in Portland and led “by a cadre of Nike alumni” (OREGONLIVE.com, 2/27).
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