SBD/August 10, 2012/Marketing and Sponsorship

Marketplace Roundup

Apax Partners is looking for around $150M in reported sale of Spyder
In N.Y., James Covert cited sources as saying that Colorado-based ski brand Spyder “is on the block.” Sources said that the brand's private-equity Owner Apax Partners “is looking to reap as much as $150 million on a sale and has hired Blackstone Group to shop the label.” Sources also said that Apax, which bought Spyder in ‘04 for $100M, “has made at least one unsuccessful attempt to unload Spyder before.” The brand’s “high-tech racing gear has been worn" by U.S. Gold Medal-winning skiers Bode Miller and Julia Mancuso (N.Y. POST, 8/10).

TAIWAN LOVES LIN:’s Darren Rovell noted Maxxis Tires, a tire brand “whose global headquarters are based in Taiwan, announced Tuesday afternoon that it would become a sponsor” of the Rockets. The company said that it “will be guaranteed one minute of television exposure through courtside LED signage during Rockets home games and, as part of its contract, gets to sponsor a promotional night.” This past February Maxxis “signed a deal with the Knicks” when Rockets G Jeremy Lin was with the team (, 8/7).

SUPERMARKET SWEEP: Kroger on Thursday announced it has signed a deal with Texans RB Arian Foster in which he will serve as a brand ambassador and spokesperson for the grocery store chain and its charitable and educational programs. French/West/Vaughn, Foster’s marketing agency, brokered the Kroger partnership (Kroger).
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