SBD/March 19, 2013/Marketing and Sponsorship

Marketplace Roundup

Nebraska's extension with adidas is worth $15.53M, including $8.03M in cash
In Lincoln, Brian Christopherson reported the Univ. of Nebraska Board of Regents on Friday unanimously approved a "five-year extension to the deal between Husker athletics and adidas." The new deal is worth $15.53M, with $8.03M paid from adidas to NU. The remaining $7.5M "comes in athletic apparel and equipment." The extension "replaces an eight-year agreement that was about to run out in June." NU has been an adidas school since '95 (LINCOLN JOURNAL-STAR, 3/16).

FINDING FAULT: Coke Zero during the NCAA Tournament will introduce its new marketing campaign titled “It’s Not Your Fault,” the next stage in its "Enjoy Everything" campaign. The campaign debuts with a 30-second TV ad titled “Bracket,” followed by another 30-second TV ad titled “Video Game.” Digital content will be the focus of a seven-part video series. The campaign will continue throughout the year and also will be used in connection with football and NASCAR (Coca-Cola).

SEED MONEY: In Portland, Allan Brettman reports Nike, which has “dabbled for years in digital gadgets, took another step into the genre” yesterday, naming 10 “fledgling companies to develop or refine an array of digital games, smartphone applications and websites.” The company’s Nike+ Accelerator program “gives the 10 companies access to Nike resources, mentor expertise as well as $20,000 apiece for the three months they will be based in a Portland office.” The companies will “develop products and services that use the Nike+ platform and NikeFuel -- the activity measurement in the Nike FuelBand that was introduced last year -- to serve athletes” (Portland OREGONIAN, 3/19).

'BACK PAIN: The D’Backs yesterday announced a partnership with AZ Pain Centers featuring former MLBer Luis Gonzalez as spokesperson. The AZ Pain Centers graphic for the campaign shows Gonzalez along with former Olympic swimmer Amy Van Dyken and former NFLer Danny White. The static super graphic is displayed on the Phoenix Convention Center Parking Garage across from Chase Field. AZ Pain Centers also will be displayed on digital LED signage throughout the Legends District Network (D’Backs).
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