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SBD/June 5, 2012/Marketing and Sponsorship
Published June 5, 2012
THE GUERRILLA IN THE ROOM: In Chicago, Brigid Sweeney reported Chicago-based brand consultancy and e-commerce firm Acquity Group plans to “push Li-Ning through digital media and guerrilla and event marketing to boost online-only sales,” rather than “go head-to-head with the established brands in shoe stores.” Li-Ning Digital VP/Marketing, Sales & Merchandising Craig Heisner said, “There’s a huge consumer segment out there for whom online shopping is very, very important.” He added the e-retail strategy “really allows us to control the brand presentation and avoid potential for items being marked down.” Heisner said that if there is a “see-and-feel shortcoming,” Acquity will “counter it with sporting-event sponsorships, including the national King of the Rock one-on-one basketball tournament, and marketing stunts” (CHICAGOBUSINESS.com, 6/2).
THE BUCK STOPS HERE: AD AGE’s Emma Hall noted a “35-day, one-kilometer Brand Exclusion Zone will be enforced around all Olympic venues, inside which no brands that compete with official sponsor brands can advertise.” LOCOG’s effort to protect sponsors also covers “spectators trying to pay with the wrong credit card.” For road events such as the marathon and some of the cycling, the exclusion zone “extends to two meters on either side of the track.” Hall wrote existing sponsorship deals “count for nothing when the Olympics are in town.” The O2 Arena, sponsored by Spanish mobile network Telefonica's O2 network, has "had to become the North Greenwich Arena for the duration of the Olympics.” Marston's is the official beer at Lord's Cricket Ground, but “will have its hand pumps removed while the archery takes place.” Heineken has secured the official "pouring rights" to the games (ADAGE.com, 6/3).