Russell Wilson Clarifies Water Comments Brands Activating Around U.S. Open Across N.Y. Sprinter Prandini Signs First Pro Deal With Puma Subway Reducing Reliance On Spokespeople NFLPA Unveils T-Shirt Line Honoring FDNY Flacco Stars In Humorous Pepsi, Tostitos Ad Topps Signs Astros SS Carlos Correa Skechers To Title Sponsor L.A. Marathon College Football Players Snag Trademarks Nike Dragged Into Armstrong-Gov't Dispute
SBD/May 10, 2012/Marketing and Sponsorship
P&G's Febreze Brand Takes Unique Approach With Olympic Sponsorships
Published May 10, 2012
WANT MORE GREAT STORIES LIKE THIS?
CLICK ON ONE OF THESE BUTTONS
HITCHING THEIR WAGON TO A STAR? MARKETING magazine's Gemma Charles noted several brands who are not sponsors of the London Games are "stepping up efforts to run sports-themed ad campaigns ahead of the forthcoming Olympics marketing blackout period." Subway and FedEx, "whose competitors McDonald’s and UPS are official Games sponsors, unveiled multimillion-pound campaigns" in the U.K. Subway's campaign, which launched yesterday across TV, outdoor, digital and social media, features Great Britian pole-vaulter Holly Bleasdale and boxer Anthony Ogogo. FedEx later this month "plans to run a heavyweight press campaign and unveil a digital platform, as part of a partnership with SportsAid." Subway Dir of Marketing Manaaz Akhtar "denied that the athletes activity was ambush marketing." He said that it was "a long-term programme and not timed around the Olympics" (MARKETINGMAGAZINE.co.uk, 5/9).