SBD/July 27, 2012/Marketing and Sponsorship

Marketplace Roundup

The Rams named Boxing Clever, St. Louis, their advertising agency of record. The deal will encompass print, TV and radio ads, as well as promotions, events, social media and digital marketing. The firm's first assignment with the team will be to create branding and messaging for the '12 NFL season, including TV ads that Boxing Clever is already producing. The Rams' previous agency of record was WhiteSpace, Akron, which worked on miscellaneous marketing efforts in '10 and partnered with the team in '08 for its "Bring It" campaign (THE DAILY).

CHEVY RUNS DEEP
: FOXSPORTS.com’s Lee Spencer reported the Chevrolet Camaro “will compete in the NASCAR Nationwide Series beginning in 2013.” Chevy on Thursday “unveiled the Camaro SS at Indianapolis Motor Speedway.” The Camaro was “just re-introduced into the new car market three years ago.” In ‘10 and ‘11, Camaro “led its segment in sales and once again tops the chart in 2012.” While the ‘13 Camaro has “yet to hit the racetrack,” Chevy Racing Oval Track Group Manager Pat Suhy said that the teams “will be testing in earnest before the car debuts in competition at Daytona in February” (FOXSPORTS.com, 7/26).

MONEY MAKERS: Data from sponsorship measurement firm Joyce Julius shows that among auto brands during Sprint Cup Series telecasts (points races), Chevy tops all brands in exposure value to date with $57.62M. No driver received more exposure value in the first half of the Sprint Cup season than Jimmie Johnson, who has received $45.28M of exposure value, compared to Dale Earnhardt Jr., who ranks second with $44.91M in exposure (Joyce Julius).

LOOK-ALIKES
: In Portland, Allan Brettman reports adidas Thursday “introduced the adizero Primeknit, its version of a one-piece knit upper running shoe.” This follows Nike's introduction in February “of the Flyknit running shoe.” The Primeknit construction “is virtually identical to that of Flyknit,” but Nike officials have “emphasized Flyknit’s sustainability features.” Primeknit appears to “feature the same environmental benefits,” but a news release from adidas on Thursday “emphasized the shoe's appearance” (Portland OREGONIAN, 7/27).
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