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Marketing and Sponsorship

Coca-Cola To Air Ad-Supported Original TV Series Around London Games

Coca-Cola is “taking its Olympic sponsorship one step further with an ad-sponsored original TV show ‘Beat TV,’" according to Natalie Zmuda of AD AGE. The original series -- a “first for the marketer -- will air 10 episodes on weeknights from July 30 through Aug. 10 through a variety of broadcast partnerships.” Celebrity and athlete interviews, live musical performances and a mobile studio called the Beat Bus will be “mainstays of the variety-style show, which can be sliced and diced for use by Coca-Cola marketers around the world.” Time slots and show length “will vary by region, though the majority will feature a 30-minute format.” The show will be “ad-supported, meaning advertisers besides Coca-Cola can buy air time during the episodes.” Zmuda noted rival PepsiCo “could even buy ads, in theory,” but Coca-Cola Global Olympic Marketing Dir Claudia Navarro “considers that unlikely” (ADAGE.com, 6/19).

ELECTRIC SLIDE: ADWEEK'S Christopher Heine noted Facebook and General Electric's London Games marketing deal, “unsurprisingly lies at the center of GE’s Olympics social media plans.” The HealthyShare app is “designed to leverage GE’s partnerships with U.S. Olympic hopefuls Kevin Durant (men’s basketball) and Alex Morgan (women’s soccer), as well as former Olympians Michael Johnson and Summer Sanders.” GE Global Digital Marketing Exec Dir Linda Boff said that when the London Games begin on July 27, GE is “planning to run Twitter ads and paid search.” Earned media efforts “on Pinterest, Viddy, and Instagram will also be deployed.” In addition, GE through the campaign “wants to highlight how it supplies hospitals with a wide range of medical technology” (ADWEEK.com, 6/19).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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