SBD/May 30, 2013/Marketing and Sponsorship

Marketplace Roundup

Reebok-CCM Hockey has signed Seth Jones, Nathan MacKinnon and Jonathan Drouin to multiyear deals. The three NHL prospects -- all expected to go in the top five picks of this year’s NHL Draft -- will exclusively use CCM equipment, including the RBZ skate and RBZ Stage 2 stick, which are being released on July 19. Terms of the agreements were not disclosed (Christopher Botta, Staff Writer).

DELTA FORCE: BLOOMBERG NEWS' Julie Cruz reported Reebok’s CrossFit logo "will become the symbol of the fitness brand," as the adidas unit "seeks to revive sales that have fallen for four of the last six years." adidas Corporate Communication Manager Lars Mangels yesterday said that the logo "will be added to items from Reebok’s fitness collection starting July 1." Using the delta logo "marks a recognition by Adidas of the need to rejuvenate a brand that has weighed on growth since it was acquired" for $3.8B in '06. Revenue at the CrossFit range "rose 13 percent" in Q1 '13 (BLOOMBERG NEWS, 5/29).

TIME TO DRIVE THE BALL: In this week's SPORTSBUSINESS JOURNAL, Terry Lefton reports MLB sponsor Chevrolet will be the title sponsor of the Home Run Derby this year. The move “expands Chevy’s MLB All-Star Game rights, which already encompass sponsorships of the annual Red Carpet Parade of players on MLB Network and the MLB All-Star Game MVP Award, the Fox pregame, and ads in the game telecast.” Activation plans are "incomplete” beyond the media buy. Chevy's deal for the Derby is only for '13. State Farm had titled the event the past six years (SPORTSBUSINESS JOURNAL, 5/27 issue).

PROVE YOUR WORTH: ESPN DALLAS' Calvin Watkins cited a source as saying that Cowboys WR Dez Bryant "won't receive payment from the Jordan Brand for the first year" of a three-year deal. The source said that Bryant "wants to prove" to Bobcats Owner Michael Jordan "that he won't get into any trouble." If Bryant "can do that, he'll receive the salary in the second year of the deal" (ESPNDALLAS.com, 5/29).

FILL YOUR PLATE: In Memphis, Richard Locker reports Tennessee state Sen. Jim Kyle yesterday filed a bill "to create a Memphis Grizzlies specialty license plate." Proceeds from the plates "would support the Grizzlies Charitable Foundation, which funds youth sports and mentoring programs in Shelby County." The Tennessee legislature is "out of session until January, which means the measure cannot be approved until at least early 2014" (Memphis COMMERCIAL APPEAL, 5/30).
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