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SBD/May 1, 2013/Marketing and Sponsorship
JetBlue, Absolut Tweet About Collins, With Whom They Do Not Have Deals
Published May 1, 2013
OH, THE PLACES YOU WILL GO: USA TODAY's Erik Brady examines Collins' marketing opportunities, and IEG Senior VP/Content Strategy Jim Andrews said that mainstream companies that marketed to the LGBT community “included MillerCoors, Target, Subaru, American Airlines and almost all of the banks and financial services companies.” Sports and entertainment ad agency Zambezi Managing Dir Chris Raih “suggests companies such as Levi’s and Gap.” He said, “It is less about, quote-unquote, ‘gay brands.’” He said it is more about brands “that organically fit into the champion pioneer in all of us.” Swangard said Collins’ "best marketing opportunities will likely be targeted speaking engagements and group/corporate outings” (USA TODAY, 5/1) OutSports co-Founder Cyd Zeigler said, “There is money to be made for the team that signs Jason Collins and companies that hire him. It is because of what he represents -- courage and being true to yourself.” 16W Marketing co-Founder & Partner Steve Rosner said, “He has shown he has character” (N.Y. DAILY NEWS, 5/1). Collins is “up more than 80,000 followers after starting Monday with around 3,500.” As of press time he has 97,250 (ESPNLA.com, 4/30).