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SBD/August 2, 2012/Marketing and Sponsorship
Published August 2, 2012
year's draft to sign a deal with Panini
CLASSY GLASS: The Blue Jackets yesterday announced they have expanded their corporate partnership with Lexus, which has been a partner with the NHL franchise since the ’08-09 season. As part of the partnership the two will introduce “The Lexus Glass Seats,” which will give the automaker naming rights to the entire first row of seats closest to the ice at Nationwide Arena. Lexus will have branding throughout the seating area. Other elements of the partnership include a Lexus vehicle on display on the main concourse for all home games, broadcast inventory and in-game electronic messaging in the arena bowl (Blue Jackets).
A GOOD SIGN: In S.F., Eric Young reported Lexus has agreed to sponsor the ‘13 America’s Cup. Lexus will be the "official vehicle" of all preliminary races as well as of the Final in S.F. America's Cup sponsorships "have lagged this year," but last month, execs said that a number of deals "were in the pipeline." Other pending deals involve "an investment firm and medical/insurance company." Sources said that a deal with an "airline also is possible." The highest-profile sponsors for the America’s Cup include Louis Vuitton, Puma and Moet & Chandon (S.F. BUSINESS TIMES, 7/30).
I'VE GOT SOUL: Headphone/earphone maker SOUL Electronics yesterday announced a deal with Jets QB Tim Tebow, making him a new brand ambassador. Tebow will be featured in the company’s “SOUL of Greatness” video series and campaign. He will also represent the brand at various events throughout the year and will be a development partner for his own specially branded SOUL products. SOUL already has endorsement deals with Gold Medal-winning Jamaican sprinter Usain Bolt, FC Barcelona MF Cesc Fabregas and Magic C Dwight Howard (SOUL).