SBD/April 6, 2012/Marketing and Sponsorship

Kentucky Businesses Offering Deals Cashing In On UK's Basketball Title

Coca-Cola's 12-ounce cans bearing UK logo will be sold in six-packs throughout state
Businesses around the state of Kentucky “are offering limited-edition collectibles” commemorating the Univ. of Kentucky's men's basketball national championship win, according to Scott Sloan of the LEXINGTON HERALD-LEADER. Coca-Cola Communications Dir Jennifer Richmond said that the company has produced “12-ounce cans bearing the UK logo that will be sold in six-packs by retailers throughout the state." She also said that 60,000 six-packs "are being produced and began shipping to retailers Wednesday.” The U.S. Postal Service has created a “commemorative envelope celebrating the Final Four and matted artwork that can be ordered at post offices.” The envelope costs $16, the artwork $40. The items will be “available through July 1 or while supplies last.” The Herald-Leader “has been selling copies of commemorative front pages, press plates and special sections, among other items.” Herald-Leader Publisher Rufus Friday said that the paper “also has prepared a book on the championship season and is finalizing plans for plaques showcasing various front pages.” Sloan reported the championship is the "crown jewel for companies that have been sponsors of UK Athletics all year.” Among those is Central Bank, which “highlighted its sponsorship in recent months with an advertising campaign touting its mobile banking services.” Central Bank Exec VP/Marketing & Sales Steve Kelly said the bank has begun a championship campaign “to remind the Big Blue Nation that we are the official bank of UK Athletics, and we think it makes sense to certainly be a part of the celebratory efforts” (LEXINGTON HERALD-LEADER, 4/5).
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