SBD/May 24, 2012/Marketing and Sponsorship

Marketplace Roundup

Penguins' Malkin faces off against Flyers' Giroux to be the face of the "NHL '13" cover
In Pittsburgh, Josh Yohe writes the marketing of Penguins C Evgeni Malkin for the cover of EA Sports' "NHL 13" video game "has served as a fun endeavor following the team's surprisingly early dismissal from the postseason." Penguins VP/Communications Tom McMillan said, "Our staff has had a lot of fun with it. And the fans clearly are having fun with it, too." Recent videos on the Penguins' website have showcased Pittsburgh Mayor Luke Ravenstahl, Penguins coach Dan Bylsma and players Pascal Dupuis, Matt Cooke, Tyler Kennedy and Craig Adams "offering support for Malkin" (PITTSBURGH TRIBUNE-REVIEW, 5/24). Malkin is facing off against Flyers RW Claude Giroux in one semifinal, while Islanders F John Tavares will face Predators G Pekka Rinne in the other. Voting remains open until Monday (THE DAILY).

SUPER SIGNING: In New Orleans, Nakia Hogan notes the Super Bowl XLVII Host Committee yesterday "announced Chevron as one of its major corporate sponsors." The company will serve as the committee's volunteer services partner. Officials with Chevron, the Host Committee and the Saints said that they are "also kicking off a drive to find 8,000 volunteers" for Super Bowl XLVII, set for Feb. 3 (New Orleans TIMES-PICAYUNE, 5/24).

THE CATS' MEOW: The Univ. of Arizona football team "will take the field this fall with a new look that harkens to the state's mining past." UA AD Greg Byrne said that the team will "wear copper helmets as part of an alternate uniform." Byrne "wouldn't say when the UA will debut the new look." He said that UA will "primarily stick to their color scheme, which includes navy and white helmets." The school "did not consider any darker tones" (ARIZONA DAILY STAR, 5/24).

BEER ME: In Detroit, Kirkland Crawford writes even on the "downside of his NBA career, Tracy McGrady is still making commercials." In a spot for Chinese TV, McGrady is the star for an ad for Sedrin, "the official beer of the NBA in the Far East." Crawford writes the spot is "maybe the most off-the-wall 30 seconds of video we've ever seen" (DETROIT FREE PRESS, 5/24).
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