SBD/April 25, 2013/Marketing and Sponsorship

NFL Draft Class Lacks Star Power; Potential No. 1 Pick Joeckel Signs With Crest/Oral-B

While this year's NFL Draft class “has been described by some as deep in talent," the roster of potential draftees "appears to be lacking something at the very top: stars,” according to Michael Whitmer of the BOSTON GLOBE. Most mock drafts “don’t seem to be delivering any of the bankable, popular names that we’ve seen from drafts past, and then see on TV as celebrity pitchmen in national advertising campaigns” (BOSTON GLOBE, 4/25). Meanwhile, Crest and Oral-B Pro-Health have partnered with NFL draft prospect Luke Joeckel, who is a possibility to go to the Chiefs with the No. 1 overall pick, to promote its “Go Pro” campaign, with a donation to the int'l non-profit Dress for Success. The deal also will provide a donation in Joeckel’s new NFL city to the Dress for Success organization (Crest).

ON THE CATWALK: In N.Y., Lisa Marsh reports clothing brand Sean John “worked with marketing company Conversion Sports to host a gifting suite this week for the potential NFL draftees.” Companies that will be represented “include Aquahydrate water, Ciroc vodka, Gillette, Rafaello and Co. (jewelry), Soul Headphones, private jet company Solarius and Yagi Jewelry.” Sean John VP/Marketing & Communications Vincent Panzanella said, “These suites give us access and the opportunity to get to know them. If we talk to them now, they know us as a trusted resource. Hopefully, we can help them leverage not only their personal brand, but our overall brand” (N.Y. DAILY NEWS, 4/25).
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