SBD/July 13, 2012/Marketing and Sponsorship

Marketplace Roundup

In Baton Rouge, Mike McCall noted ESPN’s deal with NCC Media “will result in more political ads on the sports network this fall.” That means that during the heart of college football season, “there will be no evading the back-and-forth between Barack Obama, Mitt Romney and their respective supporters.” McCall: “If you’re like me, that’s dismaying and exhausting news.” Given the “truth-stretching nature of those type of ads, no matter how off-target your team’s quarterback is during games, you can expect less accurate throws (of mud) in the commercial breaks.” And that means “less peace at your Saturday night watch-parties” (Baton Rouge ADVOCATE, 7/10).

REBUTTAL: The WALL STREET JOURNAL's Angus Loten noted BodyArmor Nutrition on Thursday responded to Under Armour's trademark infringement allegations, claiming Under Armour's lawsuit filed in federal court in Baltimore is a "prime example of trademark bullying by a corporate giant." Under Armour VP/Global Brand Communications & Entertainment Diane Pelkey Thursday in a statement said, "The fact that our brand image is being exploited validates the unfortunate need for this lawsuit." BodyArmor Nutrition co-Owner Mike Repole said, "No one is going to confuse an apparel company with a beverage company. We're going to fight this" (WSJ.com, 7/12).

I WORK OUT: In Baltimore, Jill Rosen reported Ravens LB Ray Lewis is “selling a new fitness program that involves little more than a deck of cards.” It costs $75 but consumers had the chance to buy it Thursday “for $35 through Groupon.” Lewis' website, “RL52 Cycling Shop, insists that all anyone needs to build muscle and lose fat, Ray-style, is that deck of cards and 52 days.” He is also “selling workout DVDs,” and one of his “exercise bikes -- he’s got three models on the site -- will cost $1,100 to $1,900” (BALTIMORESUN.com, 7/12).

GEOGRAPHY LESSON: In Boston, Galen Moore reported Powerade has erected a billboard on I-93N near TD Garden depicting Heat F LeBron James "grinning at them.” The billboard reads, “Congrats LeBron. A championship has a nice ring to it” (BIZJOURNALS.com, 7/12). The Heat have ousted the Celtics in the playoffs each of the last two seasons (THE DAILY).
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