SBD/June 5, 2013/Marketing and Sponsorship

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  • Freescale To Become Main Sponsor For Austin Marathon, Replacing Livestrong

    Austin Marathon and Half Marathon officials yesterday unveiled local chipmaker Freescale “as the new sponsor” of the event, according to Pam LeBlanc of the AUSTIN AMERICAN-STATESMAN. The event “now becomes the Austin Marathon and Half Marathon presented by Freescale.” The announcement comes six weeks after race organizers “confirmed they were parting ways with the Livestrong Foundation three years into a planned 10-year title sponsorship.” The partnership will be “a year-to-year arrangement reviewed annually by both parties.” Officials would not unveil the cost of the deal, but race Dir John Conley said that the marathon “will never have another name in front of the word Austin.” The race started in ‘91 as the Motorola Marathon, became the Freescale Austin Marathon in '05 for two years. AT&T picked up the title sponsorship in '07, but it had no title sponsor from '09-10 before picking up Livestrong in '11. Marathon officials are “still looking for partners to sponsor other facets of the race, from the expo to a new club challenge program designed to lure more elite athletes to the Austin race” (AUSTIN AMERICAN-STATESMAN, 6/5).

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  • NASL N.Y. Cosmos' Three-Year, $3M Emirates Deal Considered A "Coup"

    Cosmos officials believe the N.Y. area can support three soccer franchises

    The NASL N.Y. Cosmos yesterday officially announced a deal with Emirates airline to become the club's jersey sponsor. The Fly Emirates logo will appear on the team's jersey fronts beginning with the '13 fall season, debuting in an Aug. 3 game against the Fort Lauderdale Strikers. Emirates will receive branding at Cosmos matches in and around Hofstra Univ.'s Shuart Stadium and online through the Cosmos' social and digital media channels. Emirates also will be the presenting sponsor of the team's soccer tournament, Cosmos Copa (Cosmos). In N.Y., Jack Bell notes the deal "is for three years and will pay the club about" $1M a year. Cosmos Chair Seamus O'Brien said that the club has "designs on building a privately financed 25,000-seat stadium and retail complex on the grounds" of Belmont Park and "expects to know the fate of its plan by the end of the current legislative session in Albany." Bell notes MLS "may have boxed in the Cosmos when two weeks ago it announced that" EPL club Manchester City and the Yankees "would be partners in the league’s 20th team," NYC FC. Bell asks, "Is there a place in the New York area for three soccer teams?" O'Brien said of New York City FC, "They have a year to get up and running. ... We think the soccer economics of this city will be able to support three teams." NASL Commissioner Bill Peterson said that the league "planned to expand from its current eight teams to 18 teams, perhaps" by '15. The league "will add Indianapolis, Ottawa and Virginia for the spring/summer season" in '14 (N.Y. TIMES, 6/5).

    STILL STARS: On Long Island, Neil Best writes the Cosmos "owe their existence in very large part to a brand that remains powerful around the world, even after all these years." Honorary team President Pele said, "It's amazing. ... I arrive in China, I arrive in Africa and they say, 'Listen, what happened to the New York Cosmos?'" (NEWSDAY, 6/5). The WALL STREET JOURNAL's Jonathan Clegg writes the Cosmos' "glitzy ceremony" yesterday "showed this team can still make a splash." The deal "represents a coup for the Cosmos." The team "will join European powerhouses AC Milan, Arsenal and Real Madrid in sporting the Emirates logo on its jerseys" (WALL STREET JOURNAL, 6/5). The AP's Ronald Blum noted USSF President Sunil Gulati during the press conference "watched from a front-row seat," while there was a poster of former Cosmos player Franz Beckenbauer with a headline, "Don't Call It A Comeback" (AP, 6/4).

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  • Marketplace Roundup

    Herbalife announced that it will become the official nutrition sponsor of La Liga club Real Madrid MF Cristiano Ronaldo. The five-year contract includes global publicity rights and various joint promotional activities. It also includes the opportunity for Herbalife and Ronaldo to work together to develop a new co-branded range of sports nutrition products. Ronaldo joins a roster of more than 100 other Herbalife-sponsored athletes (Herbalife).

    STAR OF THE SPOT: In Birmingham, Matt Scalici reported Under Armour put Falcons WR Julio Jones’ “acrobatic skills to use in their latest ad.” In a commercial titled "How it Ends," Jones “begins by hauling in an impressive one-handed catch in the end zone before explaining step by step what led to the moment” (, 6/3).

    IT'S IN THE HOLE: GOLF DIGEST's Stephen Hennessey reports Devant Sports Towels “hopes to cash in" on the popularity of "Caddyshack" with $25 golf towels featuring caricatures from the movie. Artist David O’Keefe “fashioned the illustrations” of the movie characters onto 16-by-25 inch towels that are “made of a polyester-cotton blend” (GOLF DIGEST STIX, 6/5 issue).

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