Peterson Opens Up Following NFL Suspension Pacers Hire Shamrock S&E To Find Sponsorships Iverson Protests Nike Tribute Shoe Marketplace Roundup Cuomo: "Impractical" To Play Game In Buffalo Sonic Signs Durant As First Athlete Endorser Browns Ink TV Deal With Local ABC Affiliate Broncos Sign Exclusive Deal With DraftKings NFL's Jeff Pash Addresses Peterson Suspension Pacers, McDonald's To Debut New Campaign
SBD/August 29, 2012/Marketing and Sponsorship
Marriott Courtyard Launching New Promo To Support Its Status As Official NFL Hotel
Published August 29, 2012
COMPANIES PREPPING FOR KICKOFF: In N.Y., Stuart Elliott notes several marketers are prepping their NFL-based ad campaigns, and P&G's Tide brand will mark its first year as the league's official laundry detergent by launching "national elements like a video series online and in social media, and local elements like Tide bottles decorated in team colors.” The campaign will be “centered on team colors, with ads proclaiming, ‘They’re not just colors. They’re your Sunday best’ and, ‘When colors mean this much, you can only trust them to Tide.’” P&G North American Fabric Care Marketing Dir Sundar Raman said that all 32 teams are "taking part in the agreement.” Saints QB Drew Brees will serve as a spokesperson for the campaign. Meanwhile, Elliott reports GM is “planning a season-long campaign for 2012-13 with the theme ‘never say never.’” The effort will include ticket giveaways; a weekly contest; a two-day event next week in Times Square; “ads on television, in print and online; and outreach on Twitter and other social media, with posts from players" including Panthers QB Cam Newton. Additionally, New Era for the first time is making caps worn on-field by NFL players, and to "usher in the five-year agreement, New Era will introduce a tongue-in-cheek campaign by the Brooklyn Brothers agency that is centered on a mythical Laboratory of Headwear Science and Capology." The lab creates caps for players like Bills DT Marcell Dareus and Cowboys Owner Jerry Jones (N.Y. TIMES, 8/29).