SBD/April 17, 2013/Marketing and Sponsorship

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  • Can Masters Champ Adam Scott Transcend Golf, Become A Household Name?

    Scott finished 37th out of 43 golfers in a Q Score analysis held last month

    Adam Scott is “the unique golfer whose brand could extend well beyond the boundaries of the golf course” following his win at The Masters, as he is “young, single, good-looking, rich and successful,” according to Jason Sobel of GOLFCHANNEL.com. He is “exactly what Central Casting would fetch if you requested a Masters champion.” In a sport “thirsting for superstars,” Scott has an opportunity to “become a household name.” There are “already rumors that ‘The Bachelor’ wants to feature him.” Marketing Evaluations VP Henry Schafer, whose company prduces Q Score, said, “Prior to the Masters, he was below average in terms of awareness and consumer appeal.” Schafer indicated that out of “43 male and female professional golfers whose data was analyzed last month, Scott’s Q Score ranked 37th.” That ranking came from “people who consider themselves fans of the game.” When you factor in “those who don’t like, follow or care about the game, Scott is much lower.” Schafer said, “Good looks are definitely part of the whole package, but more important is his personality.” He added, “Tom Brady is better looking than Peyton Manning and he’s won more Super Bowls, but he doesn’t get more endorsements than Peyton. It’s all about how you can create a connection with consumers.” Sobel noted despite “being known as congenial and approachable, Scott is also fiercely private.” His residences in Switzerland and the Bahamas make for a “pleasant existence," but do not "exactly scream 'create a connection with consumers.’” Atlanta-based CSE VP/Analytics David Newman said, “The first step is getting national awareness. Adam is now taking that leap and he has those other attributes -- clean image, untarnished background, attractive and people want to be around him. That’s what marks the flag. He’s got a real chance” (GOLFCHANNEL.com, 4/16).

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  • Marketplace Roundup

    In Buffalo, Samantha Maziarz Christmann notes for the second year in a row, New Era will "produce limited-edition headgear whose sales will benefit cancer research and patient care programs at Roswell Park Cancer Institute." The royal blue cap is "emblazoned with the word 'BELIEVE,' with the letters that spell out the word 'LIVE' embroidered in oversize white letters." The cap is "available in men’s, women’s and children’s sizes, as well as several styles and a knit version." About 300 caps are "expected to be produced" (BUFFALO NEWS, 4/17).

    EASTERN FRONT: Hanmi Financial yesterday announced that it has signed Reds CF Shin-Soo Choo and Dodgers P Hyun-Jin Ryu to endorsement deals. Choo's deal is a two-year extension of an agreement originally signed in '11. Ryu inked a six-year agreement. The bank will engage in marketing efforts featuring the two athletes, both of whom are from South Korea (Hanmi Financial).

    LIFETIME OF LOYALTY: Baseball writer Murray Chass noted Michigan-based Eternal Image Group last week announced the "availability of a line of memorial products licensed by" MLB. Eternal Image Managing Partner & VP/Licensing & Brand Communication Clint Mytych said the cost will be "$2,399 for MLB caskets and $599 for MLB urns." The use of team logos for caskets "isn’t new, but the arrangement is." The MLB caskets and urns are "distributed by" Indianapolis-based Buchanan Private Label, which also is the "parent company of Fewell Monuments, which builds monuments with team logos" (MURRAYCHASS.com, 4/14).

    MIX & MATCH: Dodgers LF Carl Crawford said that his agent "received a call from the league office instructing him not to wear either the blue or white special edition Nike Jordan PEs in a game again." ESPN L.A.'s Mark Saxon noted Crawford "got the idea to wear one blue shoe and one white shoe" after seeing Phillies SS Jimmy Rollins "had changed shoes between his at-bats Monday night." It is "likely a fine will be forthcoming" (ESPNLA.com, 4/16).

    Print | Tags: Marketing and Sponsorship, New Era, MLB
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