SBD/May 8, 2012/Marketing and Sponsorship

Marketplace Roundup

Electronic Arts yesterday disclosed that it had "set aside $27 million for a ‘potential settlement of an ongoing’ lawsuit.” In L.A., Alex Pham noted EA did not identify the suit, "but the most likely case involves one lodged by former National Football League players whose likenesses were depicted in EA's Madden NFL football games” (LATIMES.com, 5/7). The WALL STREET JOURNAL's Ian Sheer reports EA posted a profit of $400M for Q1 '12, up from $151M a year earlier. Despite declines in "some games, others such as 'FIFA 12' performed well." EA indicated that the soccer videogame "generated $100 million in Internet-based sales of products like additional uniforms and other digital goods (WALL STREET JOURNAL, 5/8).

NOT IN MY HOUSE: In Baltimore, Lorraine Mirabella reported Under Armour is “accusing Beverly Hills sports drink maker Body Armor Nutrition LLC of trademark infringement for using a brand name and logo that confuses consumers.” UA filed the case in U.S. District Court in Baltimore on April 26, “seeking an injunction banning the California company from using the name Body Armor, a logo that resembles Under Armour's interlocking U and A, or the tagline Protect + Restore, which Under Armour says is similar to its tagline, Protect This House.” The lawsuit also “asks the court to order Body Armor to pay $100,000 in damages and to destroy all products, packaging and promotional materials bearing the Body Armor name or logo” (BALTIMORESUN.com, 5/7).

BORN TO BE SOMEBODY: Singer Justin Bieber was part of Floyd Mayweather Jr.'s entourage during his fight against Miguel Cotto Saturday, and SI's Chris Mannix said of Mayweather, “He wanted Bieber because Bieber has 21.3 million Twitter followers and right when the pay-per-view went on the air, Bieber tweeted something about the Mayweather-Cotto fight." Mannix: "I’m guessing that Justin Bieber’s demographic is not following Floyd Mayweather on Twitter, so he reached a whole new demographic just by involving a kid like Justin Bieber in the show. It was an absolutely brilliant business decision” (“The Dan Patrick Show,” 5/7). ESPN's Colin Cowherd said, "The reason MMA has now blown boxing out of the water is that MMA has put their arms around Hollywood and you’re seeing stars.” ESPN’s Michelle Beadle: “So now a 35-year-old has an 18-year-old Canadian pop star walk him into the ring. That’s like the new thing? That’s ridiculous” (“SportsNation,” ESPN2, 5/7).

SAM I AM
: The Wood Brothers and NASCAR driver Trevor Bayne announced Saturday that they have added sponsorship from the Good Sam Club, which will allow the team to run four additional Sprint Cup races this season. Bayne now will drive the No. 21 Ford in 16 events this year (CHARLOTTE OBSERVER, 5/6).
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