SBD/November 30, 2012/Marketing and Sponsorship

Marketplace Roundup

McDonald’s on Thursday announced a new multiyear agreement with the NFL making the QSR the official restaurant sponsor of the league. McDonald’s will become the presenting sponsor of the '13 Pro Bowl and be able to feature the NFL logo and collective use of all 32 team logos in its marketing and advertising. The sponsorship begins next month with a Chicken McNugget Pro Bowl Promotion at participating McDonald’s across the U.S. (McDonald's). The move drew several responses on Twitter. Baltimore's 106.7 "The Fan" columnist David Elfin wrote, "McDonald's Bcoming NFL's official restaurant reminds me of 80s when #Redskins owner Jack Kent Cooke fed the players only MickeyD's 4 lunch." U/S Sports Advisors President Ken Ungar wrote, "'s signs new multiyear deal as official QSR, presenting of '13 Pro Bowl. Incremental value? Not sure." Media Brokers Int'l Media Dir Tom Greisch wrote, "NFL signs sponsorship with McDonalds as its Official Restaurant and one of their main objectives is Play 60 against childhood obesity. Ok…"

ON THE DOCK OF THE BAY: The Warriors have inked a top-tier sponsorship deal with Clorox, the team’s third “gold alliance” level partnership. The deal includes in-arena signage, in-arena promotion of a variety of the company’s brands, a media buy and a community service initiative. Financial terms of the multiyear deal were not disclosed, but previous "gold alliance" sponsors were seven-figure agreements. Oakland-based Clorox is a new team sponsor and joins Kaiser Permanente and Jawbone as “gold alliance” level sponsors. No agency was used in the deal (John Lombardo, SportsBusiness Journal).

FIT FOR A KING: Heat F LeBron James and Champs Sports on Thursday announced a partnership for digital content, consumer engagement and e-commerce. As part of the deal, James will star in a four-part video cover story in the next issue of SWAG, Champs Sports' new digital publication. The issue will be available on iTunes Dec. 10. The "SWAG16" video series features a list of James' 16 favorite things. In addition, LeBronJames.com will host an interactive SWAG16 Bracket Contest (Champs Sports).

DRIVING BUSINESS: NASCAR Senior VP & CMO Steve Phelps presented the NASCAR Camping World Truck Series Champion Sponsor Award to Great Clips. Phelps said Great Clips “found a home in NASCAR by finding various creative ways to activate at and around our events.” Great Clips CFO Steve Overholser said, “Some of the things about our business that ties in so well with NASCAR as well is that we’re all about inspiration, community and legacy within our corporation, within our business and our franchisees as well, and the NASCAR family fits in so much with us.” He added NASCAR has “really helped us with recognition” (“NASCAR Nationwide Series & Camping World Truck Series Awards Banquet,” Speed, 11/29).
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