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SBD/March 5, 2013/Marketing and Sponsorship
Published March 5, 2013
HITTING THE LONG BALL: In DC, Dan Steinberg cited data from online retailer Fanatics.com that showed since the beginning of the MLB offseason, Nationals merchandise sales "were up 256 percent year-to-year." That is the "second-biggest increase in MLB, behind only the World-Series winning Giants." Nationals CF Bryce Harper had the "fourth most jersey sales of any MLB player in that span, behind only" Giants C Buster Posey, Yankees SS Derek Jeter and Tigers 3B Miguel Cabrera, and just ahead of fellow Rookie of the Year winner Angels LF Mike Trout (WASHINGTONPOST.com, 3/4).
SOUTHERN STYLE: Charlotte-based department store Belk CEO Tim Belk said the company prior to landing the title sponsorship of the college football bowl game played at Bank of America Stadium was "doing 9 percent of our digital business outside of our 16-state footprint." Belk: "Now, that business outside of our 16-state footprint is providing 20 percent of our e-commerce business. ... We know that national TV around the Belk Bowl helped" (CHARLOTTE OBSERVER, 3/3).
SETTING NEW GOALS: The WALL STREET JOURNAL's Christopher John Farley noted Dr Pepper Snapple last week filmed Gold Medal-winning U.S. gymnast McKayla Maroney at N.Y. Penn Station "making the new 'impressed' look for videos to post on 7Up's Facebook page and elsewhere online in hopes of drawing digital attention to the new product." Maroney at some point hopes to "introduce her own brand, Little Girl, Big Dreams, that will market products to people around her age that revolve around the themes of inspiration and achieving goals" (WALL STREET JOURNAL, 3/4).