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SBD/December 18, 2012/Marketing and SponsorshipPrint All
Redskins rookie QB Robert Griffin III's No. 10 jersey "has sold more than any other player's in a single season since the NFL started keeping track six years ago," according to Darren Rovell of ESPN.com. The metric is based on "sales of jerseys on the league's official Internet store, NFLshop.com." While the NFL will not provide specific sales numbers, it did say that Griffin "moved into the top spot by overtaking Brett Favre." Rovell noted what makes Griffin's accomplishment "even more impressive is that the NFL's fiscal year runs from April 1 to March 31, meaning that he has the league's highest-selling jersey with 3½ months to spare." For December, Redskins merchandise sales on Fanatics.com is up 252% compared to the same dates last year, "the highest percentage increase among NFL teams this month." In addition, adidas PR Manager Michael Ehrlich said that the company "has sold out" of the line of socks it started producing for Griffin after signing him to an endorsement deal. The socks "sell at the premium price point of $20 per pair" (ESPN.com, 12/17).
NFLSHOP.COM TOP-SELLING JERSEYS DURING SINGLE SEASONYEAR PLAYER'12 Redskins QB Robert Griffin III'09 Vikings QB Brett Favre'09 Jets QB Brett Favre'12 Broncos QB Peyton Manning'07 Cowboys QB Tony RomoTOP-SELLING PLAYER JERSEYS ON NFLSHOP.COM
FROM APRIL 1-NOV. 27RK
PLAYERRK PLAYER1 Redskins QB Robert Griffin III14 Panthers QB Cam Newton2 Broncos QB Peyton Manning15 Ravens LB Ray Lewis3 Packers QB Aaron Rodgers16 Cowboys LB DeMarcus Ware4 Giants QB Eli Manning17 Texans DE J.J. Watt5 Patriots QB Tom Brady18 Seahawks RB Marshawn Lynch6 Colts QB Andrew Luck19 Bears LB Brian Urlacher7 Giants WR Victor Cruz20 Cowboys QB Tony Romo8 Jets QB Tim Tebow21 Cowboys TE Jason Witten9 Steelers S Troy Polamalu22 Lions WR Calvin Johnson10 49ers LB Patrick Willis23 49ers RB Frank Gore11 Patriots TE Rob Gronkowski24 Giants DE Jason Pierre-Paul12 Saints QB Drew Brees25 Ravens RB Ray Rice13 Packers LB Clay MatthewsTOP-SELLING TEAM MERCHANDISE ON NFLSHOP.COM
FROM APRIL 1-NOV. 27RK
TEAMRK TEAM1 Giants6 Patriots2 Steelers7 Packers3 Cowboys8 Bears4 Broncos9 Redskins5 49ers10 Ravens
Li-Ning yesterday announced a sponsorship deal with the Heat, effective immediately, giving the China-based brand the designation of official partner. The deal is part of a marketing program to support Heat G Dwyane Wade's new signature line of footwear and apparel. Aspects of the partnership include signage at AmericanAirlines Arena and other advertising assets on team properties, such as Heat.com and TV broadcasts on Sun Sports. Li-Ning products will be sold at the arena beginning in '13 (Li-Ning). In Ft. Lauderdale, Craig Davis noted the Li-Ning deal is the “first manifestation” of the Heat's preseason tour of China in October (SUN-SENTINEL.com, 12/17).
AT A LOSS: Meanwhile, the WALL STREET JOURNAL’s Laurie Burkitt cites Li-Ning execs as saying that the company will “record a substantial net loss for the year,” as it attempts a “major turnaround of the struggling Chinese sportswear company.” Li-Ning CEO Jin-Goon Kim said that losses have been “caused primarily from the reset of trade credits, not by company operations.” Li-Ning is “in the midst of a three-year overhaul, aiming to win a bigger slice of sports-apparel sales on its home turf and to improve profitability.” It ordered “excess apparel years ago in anticipation of sportswear shopping sprees by Chinese consumers following the 2008 Beijing Olympics,” and the company has been “struggling since then to clear its shelves" (WALL STREET JOURNAL, 12/18). Analysts "expect Li-Ning to report a net loss" of $19.4M this year (BLOOMBERG NEWS, 12/16).
Hard Rock Hotel & Casino near Tulsa will be the presenting sponsor of the Bassmaster Classic in February. The Bassmaster Classic, regarded as the Super Bowl of fishing, is an event owned by Birmingham-based BASS LLC, which sold the one-year deal for its premier event. ESPN2 will televise the '13 Bassmaster Classic, which will be held in Tulsa. Ad units from the network are included in Hard Rock’s deal, as well as promotional rights, signage, brand integration in the logo and graphics on the broadcast. Financial terms of the presenting sponsorship were not available. The Classic last year was without a title sponsor as it transitioned out of ESPN’s ownership into the private ownership of the Birmingham group. The event will move its site from year to year, and each year sales efforts will revolve around “civic pride and will typically target a company located in the area,” said BASS CEO Bruce Akin. Among the promotions that will be included in Hard Rock’s package is a boat, motor and trailer giveaway valued at $50,000. Akin said sponsors in the past typically have been endemic companies, such as boat manufacturers or the makers of fishing equipment, but Hard Rock represents the parent company’s effort to attract more non-endemic sponsors to the fishing event and its accompanying series. The Hard Rock Hotel & Casino near Tulsa is operated by Cherokee Nation Entertainment.
The AFP reported golfer Ryo Ishikawa "lost his major sponsor" when Panasonic announced it would not renew a deal with him next month. The company also said that it would end sponsorship of golf's Asian Tour Panasonic Open after its sixth edition in September '13 as the company is "undertaking various streamlining efforts" to rebuild its business (AFP, 12/13).
SETTING SAIL: In S.F., Eric Young notes the America’s Cup’s major sponsors held a summit last week “to discuss how they will take advantage of their pricey association” with the event. Puma and Louis Vuitton already have said that they “will be selling limited-edition America’s Cup merchandise in their retail stores.” Meanwhile, America’s Cup Athletes, Promotions & PR Dir Tim Jeffery said that the event “expected to finalize at least two more deals before the end of the year” (S.F. BUSINESS TIMES, 12/14 issue).
TAKING THEIR VITAMINS: Nutrition company USANA Health Sciences today announced that it has signed U.S. Ski & Snowboard Association freeskier Grete Eliassen and Nordic combined skiers Billy Demong, Bryan Fletcher and Taylor Fletcher as the company’s newest brand ambassadors (USANA).