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Marketing and Sponsorship

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

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).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

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SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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