SBD/April 29, 2013/Marketing and Sponsorship

Marketplace Roundup

In Chicago, Joe Cowley wrote adidas has been "smart to stay under the radar" with its sponsorship of Bulls G Derrick Rose during his recovery from a torn ACL. Chicago-based marketing firm IEG Senior VP/Content Strategy Jim Andrews said, "If you’re Adidas, you know there is some negative because people are grumbling about why Rose isn’t playing, but is it a big enough negative? Most cases, no. Sports fans have notoriously short memories. Even if we get upset with our favorite athletes or teams, once they get back to doing what they do, especially if they’re winning, all is forgiven. I think that’s what Adidas and all the companies that sponsor (Rose) are banking on." Cowley noted yesterday marked the "one-year anniversary" of Rose's knee injury (CHICAGO SUN-TIMES, 4/27).

"O" NO YOU DIDN'T: In Iowa, Nate Robson reported a local high school has "drafted a plan to phase out" the use of their maroon-colored "O" logo because it infringes on the Univ. of Oregon's trademarked logo. Okoboji High School Superintendent Gary Janssen said that he is asking UO "to give the district time." He added that he "did not know how much it will cost to swap out the logo" (SIOUX CITY JOURNAL, 4/27).

DROP IT LIKE IT'S HOT: NBCSPORTS.com's Brett Pollakoff noted adidas' latest ad features Wizards G John Wall, Trail Blazers G Damian Lillard and 76ers G Jrue Holiday and is narrated by rapper A$AP Rocky. The ad refers to Lillard as NBA Rookie of the Year, which is "something that’s been widely assumed but has yet to be officially announced" (NBCSPORTS.com, 4/27). The spot "will begin airing Wednesday" (ESPN.com, 4/26).
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