SBD/May 21, 2012/Marketing and Sponsorship

Marketplace Roundup

Samsung Electronics is sponsoring the London Olympic torch relay across Britain

In Portland, Allan Brettman wrote sales of Nike-brand NFL jerseys are “off to a brisk start.” The jerseys went on sale April 27 and SportsOneSource analyst Matt Powell said that jersey sales were about 100% higher "in the first week of availability compared to the same period last year.” In the second week, sales were up about 150% "over year-ago same period.” Powell added that usually NFL jerseys "don’t generate noticeable sales until August when teams open training camps” (Portland OREGONIAN, 5/19).

SAMSUNG GEARS UP FOR OLYMPICS: BLOOMBERG NEWS’ Browining & Panja noted Samsung Electronics sponsorship of the London Games means its brand "will be accompanying the Olympic flame across Britain.” LOCOG’s decision to limit the torch procession to the host country "came after the previous relay for the Beijing 2008 event was marred by protests over China’s human-rights record.” Samsung said that it "would have preferred a repeat of previous global tours.” The torch will be accompanied by soccer player David Beckham as “it arrives on a specially painted golden British Airways” jet for the start of a 70-day procession (BLOOMBERG NEWS, 5/17). Meanwhile, MARKETING magazine’s Sarah Shearman noted Samsung “has rolled out an Olympics Facebook app.” The “Everyone’s Olympic Games” app, created by Jam, “works as a social media hub for Samsung’s Olympics contest, and includes information on Samsung-sponsored athletes, the Olympic Torch Relay and the Samsung Hope Relay” (, 5/18).

BRANCHING OUT: In Akron, Jason Lloyd noted Cavaliers G and NBA Rookie of the Year Kyrie Irving “wrote and produced an online commercial for Pepsi MAX that launched” on Friday. In the spot, Irving plays “an old man called ‘Uncle Drew’ who staggers out onto the court, only to eventually take over the pickup basketball game.” Irving is “listed in the credits as the writer and producer” (, 5/18).

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