SBD/March 23, 2012/Marketing and Sponsorship

Marketplace Roundup

4,000 bars across U.S. will use Molson Canadian and Coors Light tap handles
YAHOO SPORTS’ Greg Wyshynski wrote the NHL has “been ‘protective’ in the past when it comes to how sponsors and licensees can use the Stanley Cup.” But for the ‘12 NHL Playoffs, the league “loosened up: 4,000 bars across the U.S. and 2,500 in Canada will be using Molson Canadian and Coors Light tap handles.” The two brands are the official beers of the league. Molson Coors is also “doing a hockey card insert during the playoffs, with 92 commemorative cards celebrating the 92 Stanley Cup champions since 1918” (SPORTS.YAHOO.com, 3/22).

CASE CLOSED: Global Icons Counsel Christine Sovich, whose agency represents the Hollywood sign's trust, said that the Hollywood Chamber of Commerce “is no longer seeking a licensing fee” from NHL Kings G Jonathan Bernier “in exchange for wearing an illustration of the iconic hillside sign on his mask.” Sovich said, "The Chamber has no objection to the use of it in that nature.” The issue “began when a Hollywood Chamber of Commerce representative saw a photo of Bernier's mask in the newspaper, and registered a complaint” (ESPNLA.com, 3/22).

CELEBRATE GOOD TIMES: The MLB Cardinals Thursday announced the team will be wearing specially-designed jerseys from Majestic and caps from New Era embossed in gold to commemorate their ’11 World Series win at their home opener April 13 against the Cubs. They will also wear the gear on April 14 with the World Series ring ceremony preceding the game (MLB).

SMOKE SIGNALS: The HUFFINGTON POST’s Ron Dicker reported the legal team for Knicks G Jeremy Lin “has sent a flurry of cease-and-desist letters to medical marijuana dispensaries offering ‘Linsanity’ brand pot.” Arent Fox Partner Pamela Deese said, "Their enthusiasm for Jeremy Lin got ahead of their understanding of the law.” Deese also said that cease-and-desist letters “to 24 entities who applied for a trademark on Linsanity or some other Lin term have been effective in weeding out claimants” (HUFFINGTONPOST.com, 3/22).
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