SBD/July 10, 2012/Marketing and Sponsorship

Marketplace Roundup

Heat G Mario Chalmers appeared on Fox Business’ “Varney & Company” to promote his new signature Spalding shoe called “The Thread” due out in October. Chalmers said Spalding is “still working” on his logo, but noted it will be Spalding’s first-ever shoe. Chalmers: “It’s going to be a catch, but with Spalding we got something new going and hopefully we take over the market” (“Varney & Company,” Fox Business, 7/9). ESPN’s Lindsay Czarniak said to Chalmers, “Your teammates have criticized you a little bit for your shoes, I have heard. ... Can you tell what the deal is there?” Chalmers said, “It’s just a new basketball shoe that we’re coming out with, and anytime somebody sees something different, they’re going to make fun of it. That’s just the thing, LeBron and them are always talking about my shoes” (“SportsCenter,” ESPN, 7/10).

IN THE COURTS: COURTHOUSE NEWS’ Joe Harris reported Rawlings has sued Wilson, claiming that the glove Wilson made for Reds 2B Brandon Phillips "violates Rawlings' Gold Glove trademark.” Rawlings claimed Wilson this year started a promotion in which Phillips' glove sports a “metallic gold-colored webbing, stitching and lettering that was manufactured by Wilson." Rawlings is seeking “damages for trademark infringement, unfair competition, trademark dilution and false advertising.” Harris noted Wilson is “the lone defendant,” as Phillips is “not a party to the complaint” (COURTHOUSENEWS.com, 7/6).

A LITTLE BIRDIE TOLD ME...: MARKETING magazine’s Shearman & Reynolds report LOCOG and Twitter “remain in talks about the enforcement of digital advertising guidelines during the Olympic Games, with 'confusion' prevailing little more than two weeks before the start of what has been billed the world's first 'social Olympics.’” LOCOG earlier this year “was in talks with Twitter to ensure that the microblogging platform would not be used for ambush marketing during London 2012.” Sources said that the negotiations are “ongoing, as the two work out 'line by line' how to police social-media marketing and protect the Olympics' official sponsors.” It is “understood that non-sponsors will not be allowed to buy promoted Twitter ads based on Games-related tags such as #London2012” (MARKETINGMAGAZINE.co.uk, 7/10).

INSPIRATION MESSAGE: Subway has signed paralyzed former Rutgers football player Eric LeGrand "to appear in television commercials" with NFL Giants DE Justin Tuck. The ads "were filmed two weeks ago and will air this fall." Subway CMO Tony Pace said, "Eric's training is intense and his goal of walking again is clearly the most important goal. We believe his inspirational story resonates with our fans." Tuck appeared in commercials for the restaurant chain last year (AP, 7/9).
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