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SBD/April 17, 2012/Marketing and Sponsorship
Published April 17, 2012
SHOP UNTIL YOU DROP: SPORTSBUSINESS JOURNAL’s Tripp Mickle reports Target “plans to promote its expanding grocery offerings at Charlotte Motor Speedway during this May’s Sprint All-Star Race and Coca-Cola 600.” The retailer, which has sponsored the speedway since ‘07, “will have nine branded vehicles that look like red Target shopping carts providing samples of grocery items in the campgrounds and parking lots at the racetrack.” The store “also will provide a Target Taste Shuttle that will ferry fans to its stores” (SPORTSBUSINESS JOURNAL, 4/16 issue).
JUST DEW IT: AD AGE’s Natalie Zmuda reported Mountain Dew “is amping up national TV buys, which could help it boost sales in underdeveloped markets around the country.” The brand is “nearly doubling its TV spend with the launch of the campaign and tagline ‘This is how we Dew.’” The launch spot for the campaign “features pro skaters and snowboarders, as well as race-car driver Dale Earnhardt Jr., country singer Jason Aldean and rapper Lil Wayne.” Zmuda noted it is “the type of work not seen from Mtn Dew in several years” (ADAGE.com, 4/15).
COMING TO TERMS: In San Diego, Mike Freeman reported Callaway Golf “has settled its long-running patent fights with rival Acushnet Co., the maker to Titleist golf balls and clubs.” The two companies “have been trading lawsuits over golf ball patents since 2006.” The companies “did not release terms of the settlement, other than to say no money changed hands.” As part of the agreement, each company “will have specific rights to make golf ball and club products under patents owned by the other." The deal struck late last week “ends all litigation between the companies” (UTSANDIEGO.com, 4/16).