SB Advertisers Could Take More Measured Approach Yonex Begins Fines For Smashing Racquets Nike Shifts Approach To Sponsorship As NBA Evolves Mickelson Debuts Personal Logo On Apparel Costco-Branded Golf Balls A Hot Seller Falcons, Pats Sponsors Make Final Activation Push SHR Yet To Announce Anchor Sponsor For Bowyer Marketplace Roundup Target Makes Push Into Soccer With MLS Alibaba, IOC Reach 12-Year TOP Sponsorship
SBD/March 20, 2012/Marketing and Sponsorship
Published March 20, 2012
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).