SBD/November 6, 2012/Marketing and Sponsorship

Marketplace Roundup

Miller said it was important for his drink to be sugar-free and calorie-free’s Lance Madden noted Heat F Mike Miller’s new Let It Fly Energy (L.I.F.E.) beverage line is “the latest addition to his entrepreneurial resumé.” Miller said, “It started off as something just for me. A lot of professional athletes -- me included -- were taking energy drinks and energy shots. I try to be a healthy person and I wasn't overly impressed with what was in the drinks. So I started working on my own and the flavor and what’s actually in the drink is what I was looking for.” Madden notes Miller “worked with numerous scientists and beverage makers to create a formula for him.” Having something that was “sugar free and calorie free was important.” Miller “wanted something that would be safe and beneficial to athletes, diabetics and even children.” Miller has also "had his hands in" mining for gold and precious metals, and has owned gyms, gas stations and casinos (, 11/5).

CLIMB ABOARD: In Sacramento, Dale Kasler in a front-page piece asked of the NBA Kings’ Sleep Train Arena naming-rights deal, “For a team trying to soothe an angry and anxious fan base, what better partner than a respected retailer known for customer service, philanthropy and deep roots in the community?” Furniture Today magazine Exec Editor David Perry said, "The prestige of the NBA is a powerful umbrella. I've got to think it's going to be good for Sleep Train ... even if it's a team that's struggling." Kasler noted the deal “will raise awareness for foster children.” Sleep Train “already holds clothing drives and donates thousands of new mattresses a year to foster kids.” Sleep Train Founder & CEO Dale Carlsen said that the Kings will “donate game tickets and stage clothing drives" (SACRAMENTO BEE, 11/5).

COURT REPORT: The AP’s Rob Harris reported sportswear company Skins is suing the Int'l Cycling Union for $2M, “claiming its brand has been damaged by backing the sport as the Lance Armstrong doping scandal unraveled.” Skins “sponsored cycling teams and riders for five years, and supplied race suits" for the U.S. cycling team at the London Games. While Skins has “never sponsored Armstrong or the UCI, it wants compensation for the reputational damage it says it has suffered by investing in a sport ‘tarnished’ by doping” (AP, 11/5).
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