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SBD/April 2, 2013/Marketing and Sponsorship
Wichita State Says Final Four Appearance Will Drive Merch Sales To "Uncharted Territory"
Published April 2, 2013
GETTING YOUR MONEY'S WORTH: ESPN.com's Darren Rovell reported Ft. Myers-based music producer Charlie Pennachio on March 25 "filed for a trademark for the term 'Dunk City.'" Pennachio said that his son "goes to school" at Florida Gulf Coast Univ. and that he was "encouraged to make the business move by one of his clients." FGCU has licensed merchandise with its logo and "Dunk City" on it that has been "selling at local retailers, but the school itself has not yet made a formal claim to the mark" (ESPN.com, 3/29).
MARKETING MACHINE: In Portland, Allan Brettman wrote since "almost the moment" the NCAA Tournament field was announced, Nike's social media machine "has been cranking." One after another, Nike has "churned out magazine-quality ads with snappy slogans -- 'Don't Be Fooled By The Smarts Or Harvard Will Teach You a Lesson,' for example -- for some of the nearly 50 tournament teams it outfits in sneakers and uniforms." In another time, these are the "kinds of Nike ads that would have found a place on a billboard in each college's hometown or maybe even in New York City's Times Square." But these Nike ads have been "appearing on Twitter and Facebook." And as each team advances, the ads have been "appearing within hours of the game's final buzzer." Speed has "caught up with creativity as an essential element in building and maintaining a brand" (Portland OREGONIAN, 3/30).