SBD/July 10, 2013/Marketing and Sponsorship

Marketplace Roundup

In DC, Rich Campbell writes Redskins QB Robert Griffin III is “rocketing to mega-stardom because of his accessibility through social media, controlled appearances in traditional media, and his innate attractive characteristics on and off the field.” He is doing it “as well as anyone ever has in the age of Twitter.” He is “more accessible online” than Broncos QB Peyton Manning or Patriots QB Tom Brady, and he “hasn’t turned heel” like Tiger Woods or Heat F LeBron James (WASHINGTON TIMES, 7/10).

FACING CONSEQUENCES: In Boston, Jordan Graham noted Stars C Tyler Seguin’s recent “controversial homophobic tweet could cost him lucrative endorsement deals as he struggles to establish himself in a new market.” Harvard Business School professor and sports marketing expert Stephen Greyser said that Seguin, who was traded to the Stars after three years with the Bruins, "may have just scared off any opportunities he may have had.” He said that Seguin has “not risen to the level of superstar that would allow him to weather this incident” (BOSTON HERALD, 7/9). Seguin yesterday said “My Twitter was taken over, along with a few other things that are with my name. It definitely didn’t feel good that my name was out there saying negative things.” Stars GM Jim Nill: "I think Twitter and social media are a major downfall of ours” (BOSTON GLOBE, 7/10).

MAKING WAVES
: ADWEEK’s David Kiefaber noted Roxy’s “teaser ad for the Pro Biarritz 2013 surfing contest, which it's sponsoring, is more about butts than surfing.” The ad features surfer Stephanie Gilmore and critics have “sneered at the ad's focus on the surfer's body instead of her skills.” Kiefaber wrote, “I have to say, I agree with them.” Coming from a company “that claims to speak to female athletes, the teaser video pretty much ignored athletics for blatant eye candy” (ADWEEK.com, 7/9).
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