SBD/June 5, 2013/Marketing and Sponsorship

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” (AL.com, 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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