SBD/September 6, 2012/Marketing and Sponsorship

Marketplace Roundup

Kenseth, a father of three, is viewed as a better fit for sponsor The Home Depot
SPORTING NEWS' Bob Pockrass wrote NASCAR driver Matt Kenseth "appears to be a better fit for sponsor The Home Depot" following his signing with Joe Gibbs Racing. Kenseth replaces Joey Logano at JGR, and "it doesn’t take a rocket scientist to figure out that a 40-year-old family man -- the father of a grown son and two young girls -- is a better fit with the home improvement chain than a 22-year-old single guy." Meanwhile, Logano "needs to reach his potential not only for himself and Penske but also for sponsor Shell/Pennzoil." The longtime NASCAR sponsor has "gone from perennial Chase contenders in Kevin Harvick and Kurt Busch to struggling AJ Allmendinger and now Logano" (, 9/5).

LET'S KICK IT: In London, Matt Hughes notes the FA on Monday formally "announced a new five-year deal with Nike" to replace Umbro as the official kit supplier for the England men's national soccer team. The deal also "includes sponsorship of St. George's Park, the new National Football Centre in Burton upon Trent, and a partnership with Wembley Stadium." Under the terms of the deal, Nike "will launch new home and away England kits next April as part of a series of events to mark the FA's 150th anniversary, although both will be worn by the national side for only one year." Two more new kits "will be unveiled in April 2014 and will be worn in that year's World Cup in Brazil, after which the home shirt will change every two years, with the away shirt on an 18-month rotation" (LONDON TIMES, 9/4).

NO PLAY FOR MR. GRAY: In N.Y., Richard Sandomir noted SportsNet N.Y. Mets analyst Keith Hernandez last week during a telecast "announced the possibility" of shaving his mustache. Hernandez was previously "a paid company endorser" for Just For Men gel, but brand "ended the campaign early this year." He once "kept a stockpile of Just for Men to comply with his contract, which said he had to appear on-air fully dyed." Two company execs "monitored Mets games to be sure he did not turn into Mr. Gray." Hernandez "still has a few boxes left, but he isn't using it" (N.Y. TIMES, 9/4).
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