SBD/June 18, 2013/Marketing and Sponsorship

Robert Griffin III Inks USAA Endorsement Deal; Campbell's Chunky Soup Adds Clay Matthews

Griffin comes from a military family and is the first active NFLer to sign with USAA
USAA yesterday announced that Redskins QB Robert Griffin III will support the insurance and financial service provider's Official Military Appreciation Sponsorship of the NFL and the Redskins. The '13 season marks USAA's third year in the role, as well as the third iteration of the NFL Salute to Service initiative (USAA). In this week's SPORTSBUSINESS JOURNAL, Terry Lefton notes Griffin, whose parents "were active in the Army, is the first active NFL player" signed by the company. USAA Exec Dir of Marketing Don Clark said Griffin "was at the top of our list." He added, "Obviously, his military ties are strong and impressive, and they're something that will further solidify our relationship with the NFL." Lefton notes USAA will use Griffin to "buttress its NFL ties and amp up its message of military appreciation with a multimedia campaign." Shooting is "expected to begin this week." Griffin's parents "are part of the deal as well and will be used in the marketing" (SPORTSBUSINESS JOURNAL, 6/17 issue).

SOUPER DUPER: Lefton reports Packers LB Clay Matthews replaces Giants WR Victor Cruz "in the latest version" of the Campbell's Chunky soup "Mama's Boys" campaign from Y&R, N.Y. Several of Matthews' Packers teammates also will "appear in the campaign." For Matthews, the Campbell's effort "marks another relationship with an NFL sponsor, as he is also aligned with league partners Verizon, Gillette, Nike and licensee Fathead." He has "non-league deals with Muscle Milk and Boucher Automotive Group in Milwaukee and a local memorabilia deal with Legends of the Field." Verizon, Gillette and Nike are "expected to use Matthews in national ads during the NFL season" (SPORTSBUSINESS JOURNAL, 6/17 issue).
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