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SBD/October 5, 2012/Marketing and Sponsorship
Marketplace Roundup
Published October 5, 2012
Pandora Jewelry announced an endorsement deal with Gold Medal-winning U.S. gymnast Aly Raisman to be featured in the brand’s ‘13 print campaign and make select appearances at several stores during and following the Kellogg's Tour of Gymnastics Champions. Raisman's first public appearance for Pandora is expected to be Saturday from 11:00am-1:00pm CT in Frisco, Texas. She also will contribute to Pandora's social media efforts. Raisman has sponsorship deals with Poland Spring Water, Polo Ralph Lauren and Kellogg's, among others (THE DAILY).
SAFETY FIRST: In Boston, gossip columnists Fee, Raposa & Johnson note Patriots QB Tom Brady in a TV ad for NFLEvolution.com “touts the NFL’s game safety research program.” Brady in the ad “chats up a concerned mom” whose son Ray “loves to play football.” She wants to “know what the league is doing to make the game safer.” Brady “reassures her, then meets” the woman’s son, which turns out to be Ravens LB Ray Lewis (BOSTON HERALD, 10/5).
RIDING THE WADE: Leverage Agency Sports & Athlete Marketing Dir Keith Wan said of Heat G Dwyane Wade ending his Jordan Brand deal to ink a new sponsorship with Chinese brand Li-Ning, “This is huge for Li-Ning because it doesn’t have someone like a LeBron James or Michael Jordan who can carry a brand. It’s a positive for Wade too because he’ll be able to expand his international appeal to the Chinese market.” Marketing Evaluations Exec VP Henry Schafer said that Wade “could be a valuable asset to Li-Ning, depending on the strategy the brand chooses to promote him” (WWD.com, 10/4).
COSTUME CRAZE: The NBA on Thursday announced a new line of league Halloween costumes created by L.A.-based Leg Avenue. The collection features dance team costumes for a number of teams, including the Celtics, Mavericks, Heat, Knicks and Lakers. The costumes retail for $50-60 and are available nationally at Party City stores and on PartyCity.com (NBA).
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SAFETY FIRST: In Boston, gossip columnists Fee, Raposa & Johnson note Patriots QB Tom Brady in a TV ad for NFLEvolution.com “touts the NFL’s game safety research program.” Brady in the ad “chats up a concerned mom” whose son Ray “loves to play football.” She wants to “know what the league is doing to make the game safer.” Brady “reassures her, then meets” the woman’s son, which turns out to be Ravens LB Ray Lewis (BOSTON HERALD, 10/5).
RIDING THE WADE: Leverage Agency Sports & Athlete Marketing Dir Keith Wan said of Heat G Dwyane Wade ending his Jordan Brand deal to ink a new sponsorship with Chinese brand Li-Ning, “This is huge for Li-Ning because it doesn’t have someone like a LeBron James or Michael Jordan who can carry a brand. It’s a positive for Wade too because he’ll be able to expand his international appeal to the Chinese market.” Marketing Evaluations Exec VP Henry Schafer said that Wade “could be a valuable asset to Li-Ning, depending on the strategy the brand chooses to promote him” (WWD.com, 10/4).
COSTUME CRAZE: The NBA on Thursday announced a new line of league Halloween costumes created by L.A.-based Leg Avenue. The collection features dance team costumes for a number of teams, including the Celtics, Mavericks, Heat, Knicks and Lakers. The costumes retail for $50-60 and are available nationally at Party City stores and on PartyCity.com (NBA).
