SB Advertisers Could Take More Measured Approach Yonex Begins Fines For Smashing Racquets Nike Shifts Approach To Sponsorship As NBA Evolves Mickelson Debuts Personal Logo On Apparel Costco-Branded Golf Balls A Hot Seller Falcons, Pats Sponsors Make Final Activation Push SHR Yet To Announce Anchor Sponsor For Bowyer Marketplace Roundup Target Makes Push Into Soccer With MLS Alibaba, IOC Reach 12-Year TOP Sponsorship
SBD/April 1, 2013/Marketing and Sponsorship
Sprint Taps Dale Earnhardt Jr. As Spokesperson For Drive First Texting App Campaign
Published April 1, 2013
NOT SO FAST: ESPN.com's David Newton reported Joe Gibbs Racing was "premature to announce that Mark Martin would replace Denny Hamlin while he recovers from a compression fracture in his lower back." Instead, Brian Vickers will "assume Hamlin's schedule starting April 13 at Texas Motor Speedway." Team Owner Michael Waltrip said, "All we were doing was offering help. We agreed that Mark was driving at Martinsville, and we were working through what it looked like after that." Martins and Vickers "split driving duties for the No. 55" car. Sources said that Aaron's, the "primary sponsor on the No. 55, preferred Martin in the car for his scheduled races because the company has activated sponsorship around the 54-year-old driver" (ESPN.com, 3/29).
PEDESTRIAN NUMBERS: In Orlando, Dan Tracy notes the Florida DOT sponsored NASCAR driver Joe Nemechek for the season-opening Nationwide Series race at Daytona on Feb. 23. State officials were “pleased because millions of people saw the agency's pedestrian-safety motto, ‘Alert Today, Alive Tomorrow,’ plastered all over Nemechek's No. 87 car.” The $174,500 sponsorship was one part of the $1.8M "public-private partnership for pedestrian safety developed by the state.” ESPN during the broadcast of the race “tapped into Nemechek's in-car camera for parts of the race.” FDOT Manager Trenda McPherson estimated that the exposure “netted another $500,000 worth of commercial air time because the ‘Alert Today’ logo was clearly visible” (ORLANDO SENTINEL, 4/1).