SBD/March 20, 2012/Marketing and Sponsorship

Marketplace Roundup

Denver store had customers asking for Manning Broncos jersey early yesterday
In Denver, Ann Schrader notes free agent QB Peyton Manning's presumed arrival in the city “will attract the national spotlight and millions of dollars in economic activity from ticket sales, media revenue, higher local TV and radio ad rates, stadium revenues, licensing fees and merchandise.” The Denver Chamber of Commerce “plans to conduct a study of Manning's economic impact that will probably start in July.” Signals have “quickly emerged that demand for Manning merchandise will be strong.” The Sportsfan store on the 16th Street Mall was “barely open an hour Monday when a half-dozen people had stopped in to ask for Manning's Broncos jersey” (DENVER POST, 3/20).

HOME RUN: ADWEEK’s Anthony Crupi reported with three weeks to go before opening day, YES’ Yankees inventory “is 60 percent sold out.” Tri-State Ford is “back as the presenting sponsor of YES’ pregame show, and Audi will again step up to the plate” with “Yankees Batting Practice Today.” Other returning clients include “W.B. Mason, Toyota, Lexus and Chevrolet.” Rates are “up in the low double digits versus last season’s performance.” SportsNet N.Y. is “enjoying a balmy spring, signing on new clients like Buffalo Wild Wings and landing W.B. Mason as its postgame sponsor” (ADWEEK.com, 3/19).

DUE DILIGENCE: TNT NBA analyst Shaquille O’Neal in a recent interview with INC. magazine was asked what he brings to the table that “isn’t so obvious” when considering investing in business ventures. O’Neal: “The biggest surprise is that I do my due diligence ahead of time. If you contact me, I do my homework. Then, if I like your idea or your company or your product, I’m not really looking for an endorsement deal. I want a partnership. You get a great partner when you get me. I’m not interested in just taking your money. I’ll promote, I’ll help, I’ll do anything I can to make it work for both of us.” O’Neal said of the strangest pitch he ever received, “A guy wanted to take my sweat, mix it with chemicals and create a cologne, and call it something like Elliuqahs (Shaquille spelled backwards.) Needless to say I turned that one down” (INC.com, 3/14).
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