SBD/April 26, 2013/Marketing and Sponsorship

Marketplace Roundup

Sharapova's research made her feel there were big opportunities in gummy candy
Tennis player Maria Sharapova said of her Sugarpova candy line, “I want this to be the best gummy brand in the world. When I thought about the idea, I did a lot of Internet research on candies, and I asked my friends: ‘What's your favorite gummy candy?’ They would never mention a brand name. They would only name, for instance, the shape, like ‘Oh, that round one’ or 'ears' or ‘little worms.’ I thought that was really interesting, because not one person told me a specific brand of candy, and I felt like there was a huge opportunity there” (MOSCOW TIMES, 4/25).

THE REAL MCCOY: The AP reported the NFL “won a court order Wednesday to shut down the operators of nearly 1,500 China-based websites accused of selling fake NFL merchandise, continuing the league's effort to counter booming counterfeit sales of its popular player jerseys and other merchandise.” The league in a lawsuit “accused the website operators of being part of a single network of counterfeiters who sell fake jerseys, headwear and other merchandise bearing the trademarks of the league or its 32 teams” (AP, 4/25).

PICTURE PERFECT: MOBILE COMMERCIAL DAILY’s Lauren Johnson reported Nike is “leveraging Instagram with a new microsite that not only lets consumers customize their own pair of sneakers, but also shop from their smartphones, tablets and desktops.” The site “syncs with a user’s Instagram account and is accessible at” Nike is using the campaign “to push the brand’s line of Nike Air Max sneakers” (, 4/24).
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