SBD/November 29, 2012/Marketing and Sponsorship

Marketplace Roundup

Rice is donating all proceeds from his T-shirt sales to his Ray Rice Foundation
In Baltimore, Jill Rosen noted local stores "report selling hundreds of shirts with [Ravens RB Ray] Rice's new catchphrase, 'Hey diddle diddle, Ray Rice up the middle' -- and the shirts have only been available for several hours." The catchphrase came during the Chargers-Ravens postgame on Sunday. Down by three and facing a fourth-and-29 at their own 37-yard line, Rice converted a first down. Rice "summed it up as: 'Hey diddle diddle, Rice up the middle.'" On Monday, Rice "posted on Facebook that people were already hounding him for shirts with his saying." Later that day, he said that he "had one created to benefit his foundation." Rice wrote, "All proceeds to benefit my foundation!" and "This will be the only design approved by me!!" (, 11/28).

RECOGNIZABLE RODGERS: In Milwaukee, Don Walker asked if Packers QB Aaron Rodgers has "become better known nationally since he won the NFL's MVP award?" The answer is "yes," according to research from The Marketing Arm. The agency "notes that Rodgers is known by nearly half of all U.S. consumers, which is up from a year ago." Additionally, he "ranks among the top 150 celebrities (out of 3,000 in the DBI database) in several key attributes." He ranks of 18th among all celebrities "under Aspiration" after ranking 67th in that category in August '11. On the "Endorsement scale," Rodgers ranks 42nd after ranking 121st in August '11. On the "Influence" scale, he ranked 53rd in October of this year after being ranked 108th in August '11 (, 11/28).

ROUNDUP: NHL Rangers C Brad Richards was named global ambassador for U.S.-based menswear line, UNTUCKit. In a two-year endorsement deal, Richards will be the face of the brand, which includes serving as a model (UNTUCKit)....The LPGA Walmart NW Arkansas Championship will return to Pinnacle Country Club in Rogers, Ark., in June '13. The tournament also announced its top two sponsors, Walmart and P&G, have renewed their sponsorship commitments for three more years through '15. P&G is presenting sponsor of the event (Walmart NW Arkansas Championship).  
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