SBD/July 8, 2013/Marketing and Sponsorship

Marketplace Roundup

A WALL STREET JOURNAL editorial stated the White House’s attempt to use the NFL to promote the Patient Protection & Affordable Care Act is “especially brazen given that unlike hospitals and drug makers, the NFL had nothing to do with the law's enactment and little stake in its success.” The NFL’s “reluctance is wise, not least because Obamacare is bad for the players and owners, who are the high-income earners soaked" by the plan's multiple new taxes. Supporting one of the “most politically divisive laws in history, and one that is still unpopular, can't be good for a business's brand.” While the White House reportedly also reached out to the NBA, and the editorial stated, “We doubt it's in the NBA's best marketing, or reputational, interests to have its superstar millionaires telling young fans to overpay for health insurance to please a pack of unpopular politicians” (WALL STREET JOURNAL, 7/6). The N.Y. TIMES editorial board last week penned a column under the header, "A Chance For Pro Sports To Help On Health Care" (N.Y. TIMES, 7/3).

TAP THE ROCKIES: AD AGE’s E.J. Schultz reported BBDO winning the Bud Light account in the U.S. "has cost the agency the Coors Light account in Canada.” Molson Coors, which markets Coors Light in Canada, "began considering its options almost immediately and has decided to move the brand to another agency soon.” BBDO's Toronto office “picked up the Coors Light account in March without a review when Molson Coors severed ties with DraftFCB, Canada.” BBDO also had been “working on other brands that Molson Coors markets in Canada, including Keystone, Heineken, Strongbow and Miller Chill” (ADAGE.com, 7/3).

SUPER SONIC: In K.C., Alicia Stice noted local resident Debbie Hassed, after Royals CF Lorenzo Cain hit a grand slam in the sixth inning on Thursday, is “$25,000 richer, thanks to a contest sponsored" by Oklahoma-based QSR Sonic Drive-In. The Royals “held a check presentation ceremony for Hassed before Friday night’s game,” and the actual money “should come in a few weeks.” Sonic also partners with the Astros and Rangers “for its promotion,” in which fans are randomly chosen, and wins if a player hits a sixth-inning grand slam (K.C. STAR, 7/6).

GETTING THE PERKS: In Charlotte, Mark Washburn noted North Carolina is “among the most generous states in offering incentives” for film and TV spending. NASCAR driver Dale Earnhardt Jr. starred in a commercial “filmed in Mooresville for his sponsor, Diet Mountain Dew, which debuted during the Daytona 500." Total spending for the project was $1.3M, including $1.1M in wages. Producers said that they “hired 109 people for the commercial and got $330,938 in incentives” (CHARLOTTE OBSERVER, 7/5).
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