SBD/March 12, 2012/Marketing and Sponsorship

Marketplace Roundup

Seven players donned TaylorMade jerseys advertising RocketBallz yesterday
GOLF WORLD MONDAY’s E. Michael Johnson reports TaylorMade “continued its marketing push for its RocketBallz line of clubs this past week by having seven players don ‘jerseys’ -- complete with their names on the back -- and hats emblazoned with the number 17 prior to the final round at the WGC-Cadillac Championship” yesterday. Golfers Dustin Johnson and Sergio Garcia “wore the shirts during play” yesterday, though the others were “told to change, as the apparel didn’t comply with tour regulations.” A TaylorMade spokesperson called it a “miscommunication by both parties” (GOLFWORLDMONDAY.com, 3/12).

KNIGHT MOVES: ESPN college basketball analyst Bob Knight appears in a new State Farm ad called “State of Intimidation” that debuted last night during CBS’ “The Selection Show” broadcast. The ad begins with a State Farm agent looking uneasy and possibly frightened as he assists Knight, with the agent saying, “So Mr., uhhh, coach Knight, I did a ‘Discount Double Check’ and combed through your policies and found you hundreds in savings.” Knight leans in and with his trademark sneer and said, “Well, thank you for that.” Looking unsure and a bit confused, the agent said, “So you’re happy?” Knight then shouts angrily, “Don’t I look happy!!” Knight then walked out of the State Farm office and it’s revealed the other workers in the office had been hiding under their desks while Knight was there, all looking rather relieved he is gone. But unexpectedly, Knight pops his head in the office once more and almost cheerfully says, “Hey! Thanks again.” This sends the office workers diving under their desks once again (THE DAILY).

OUT OF WOODS: In Tampa, Rodney Page noted the four-year contract for Transitions Optical to title sponsor the PGA tournament at Innisbrook “runs out after this year, and it will not renew.” Tiger Woods announced that he will not play at the event this week and Page wondered if Transitions wishes “Woods would have come to Palm Harbor just once?” Transitions COO Dave Cole said, "While the draw of Tiger is appealing, it doesn't make or break this tournament. We get a great field every year. No matter what, it's a great platform for us.” He added, "Of course it would be nice to have the draw. But it's a great tournament in and of itself” (TAMPA BAY TIMES, 3/11).

IN THE HUNT: In Dallas, Steve Hunt notes MLS FC Dallas is “currently without a sponsor for either the front of its jersey or stadium," something team Owner Clark Hunt discussed during halftime of the club’s home game against the Red Bulls yesterday. Hunt said, “We’re in discussions with a variety of companies. Nothing is imminent at this point, though.” There is “currently no timeframe for naming a sponsor." Hunt: “They’re sort of your signature brand, your hero brand. So finding a company that meshes with us well culturally is very important.” In most cases, the stadium and jersey sponsorships are “sold separately, but Dallas would be receptive to a package deal.” Hunt said, “If the right company came along that wanted to take both, that would be something we’d be open to” (DALLAS MORNING NEWS, 3/12).
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