SBD/March 5, 2013/Marketing and Sponsorship

Marketplace Roundup

Time Warner Cable has signed a multiyear sponsorship with the Univ. of Kentucky, highlighting the football and men's basketball programs. Per the agreement, TWC will serve as an official sponsor of Univ. of Kentucky athletics across its core video, high speed data, Wi-Fi and home phone products and services, have an in-game presence with courtside signage as well as video and LED ribbon boards. The partnership will encompass promotional efforts across all media platforms, including radio spots during each football and basketball game broadcast, and TV spots during select basketball game broadcasts. There also will be print ads in the football and men's basketball yearbook and playbook, and a digital presence on the UK Athletics website. IMG College brokered the deal, and CAA Sports Consulting advised TWC (TWC).

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).
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