SBD/January 10, 2013/Marketing and Sponsorship

Names & Faces: Time Warner Cable Signs Poulter For "Enjoy Sports Better" Campaign

Poulter is expected to appear in Time Warner Cable ads in the coming months
Time Warner Cable has partnered with golfer Ian Poulter in support of its “Enjoy Sports Better” initiative. The partnership will feature Poulter in a national ad campaign as well as appearances at tournaments and opportunities with customers in TWC markets. Along with the ad campaign, Poulter will connect with TWC customers via online media including the company’s YouTube channel, Twitter account and Facebook page, where fans will have access to Facebook chats during PGA Tour events and regular status updates (TWC).

FLY GUY: AD WEEK’s Tim Nudd reported Clippers F Blake Griffin is starring in “new ads for GameFly, the video-game rental service,” created by Gifted Youth, which is comedy website Funny or Die’s commercial production company. GameFly is the “dominant player in the space, so Gifted Youth -- working directly with the client, with no agency involved -- was able to create broadly comic spots (two :30s and two :60s) without a hard sell.” In the ads, Griffin “hosts mock educational videos on ‘How To Be Amazing,’ introducing examples of activities that are and aren’t just that.” At the end of each ad, Griffin “gets more amazing by slowly taking off in a nitrogen-propelled jetpack" (ADWEEK.com, 1/8).

COVER BOY: ESPN.com’s Jon Robinson reported Arnold Palmer “finds himself on the cover” of EA Sports' upcoming “Tiger Woods PGA Tour 14” video game alongside Woods. Palmer said of the video game’s potential to bring new fans to golf, “All of the things that are happening, from the First Tee program to what Tiger has done in the game and the potential for what is to come in the video game, will really help promote the game of golf to where we even think it might be” (ESPN.com, 1/8).

NOTES: Callaway signed golfer Ryo Ishikawa to a multiyear head-to-toe sponsorship deal. Ishikawa will wear Callaway-branded apparel, caps, gloves and footwear. Terms of the contract were not disclosed (Callaway)....Unifi announced yesterday that its fiber brand Repreve will be a first-time sponsor this year of the Winter X Games in Aspen, which take place Jan. 24-27. Snowboarder Elena Hight is working with Repreve to help promote a greener lifestyle, including recycling (Unifi).
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