SBD/July 12, 2013/Marketing and Sponsorship

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  • Budweiser Stays With Harvick, Signs Three-Year Deal With Stewart-Haas Racing Team

    Harvick's (l) decided to leave Childress' team last October

    Budweiser will follow driver Kevin Harvick to Stewart-Haas Racing in '14, bringing an end to its three-year relationship with Richard Childress Racing. A-B's flagship brand signed a three-year deal with SHR that makes it the primary sponsor for 20 NASCAR Sprint Cup races and the Budweiser Duels, a non-points race. The deal is valued at more than $10M a year. Budweiser sponsored 20 points races and two non-points races this year at RCR. Budweiser had an option to stay at RCR and sponsor Austin Dillon, Childress' grandson, when he moves to the Sprint Cup Series in the No. 3 car next year. But A-B VP/Media, Sports & Entertainment Marketing Blaise D'Sylva said the company felt Budweiser would benefit more from sticking with Harvick than changing to its fourth driver in eight years. It previously sponsored Dale Earnhardt Jr. from '00-07 and Kasey Kahne from '08-10. "Kevin is a proven winner, and that plays a role for us, but he's also shown an amazing commitment to the brand," D'Sylva said. "He works well for the system when we have him out in the marketplace with our bottlers and wholesalers. It's not that we wanted to leave RCR. They've been a great partner. It's about the equity we've built with Kevin."

    BUD DEAL A LIFT FOR SHR: Harvick made the decision to leave RCR for Stewart-Haas Racing last October, and his move was not contingent upon bringing Budweiser, Jimmy John's or any of his other sponsors with him. However, the Budweiser deal is a huge lift for SHR as it looks ahead to '14. It leaves the team with just 16 primary races to sell on Harvick's No. 4 car. SHR Exec VP Brett Frood said it is "exciting to augment our portfolio with a global brand" like Budweiser. Frood: "Over the years they, from a creativity standpoint, have shown ingenuity and innovation in advertising and marketing, and it will be a great learning experience for us and a challenge to translate our assets for them into sales." A-B's decision leaves RCR without one of its most high-profile sponsors. The team has not announced any sponsorships for Dillon, who is expected to drive the team's third Sprint Cup car. "We're trying to keep as many of the partners on the No. 29 car as we can, but we certainly have to replace A-B," said RCR COO Torrey Galida. "We'd like to keep the No. 29 car going, but it's all sponsorship dependent and that would be us growing to four cars from three, which is a long-term goal."

    NUMBERS GAME: After signing Harvick, SHR had an option to put him in the No. 4 car or No. 8 car for the '14 season. It consulted with A-B before making a choice, and the company, which had sponsored Earnhardt in the No. 8, told the team it preferred the No. 4. The company did a photo shoot with Harvick and the new car last week. It will begin changing from No. 29-themed marketing materials to No. 4-themed materials next year. D'Sylva said Budweiser will continue to complement its sponsorship of Harvick with at-track activation and TV advertising. "Our commitment to NASCAR is not decreasing," D'Sylva said. "You look at our assets and what we want to do with the team, Kevin personally, the tracks we have relationships with and the commitment we have on Fox (which broadcasts races) -- our commitment is as strong as ever." Harvick said he did not get involved in the negotiations and will not be involved in talks with other sponsors such as Jimmy John's. "For me, it's all about driving the car and doing what I have to do on the racetrack," Harvick said. "We're racing for a championship. The other pieces of the puzzle they just inform me about."

    Print | Tags: Marketing and Sponsorship, Anheuser Busch
  • Buster Posey Leads List Of Best-Selling MLB Jerseys, While Puig Cracks Top 10

    Giants C Buster Posey tops the list of best-selling jerseys since the start of the season on MLB.com, followed by Yankees P Mariano Rivera and Cardinals C Yadier Molina. The top 20 also features 18 players age 30 or younger (average age is 27.6) and five players -- Nationals CF Bryce Harper, Mets P Matt Harvey, Orioles 3B Manny Machado, Dodgers RF Yasiel Puig and Angels LF Mike Trout -- under 24. The only players on the list over the age of 30 are Rivera and Yankees SS Derek Jeter. Players representing 12 different clubs make up the top 20 (MLB).

    BEST-SELLING MLB JERSEYS SINCE START OF '13 SEASON
    RK
    PLAYER
    RK
    PLAYER
    1
    Giants C Buster Posey
    11
    Dodgers P Hyun-Jin Ryu
    2
    Yankees P Mariano Rivera
    12
    Tigers 3B Miguel Cabrera
    3
    Cardinals C Yadier Molina
    13
    Red Sox 2B Dustin Pedroia
    4
    Mets 3B David Wright
    14
    Dodgers CF Matt Kemp
    5
    Mets P Matt Harvey
    15
    Dodgers P Clayton Kershaw
    6
    Nationals CF Bryce Harper
    16
    Giants P Sergio Romo
    7
    Yankees SS Derek Jeter
    17
    Pirates CF Andrew McCutchen
    8
    Orioles 3B Manny Machado
    18
    Rangers P Yu Darvish
    9
    Angels LF Mike Trout
    19
    Giants 3B Pablo Sandoval
    10
    Dodgers RF Yasiel Puig
    20
    Tigers P Justin Verlander

    CATCHING ATTENTION NATIONWIDE: Comcast SportsNet Bay Area's Jim Kozimor asked if Posey topping the list makes his a "national icon." Kozimor: "I can see the Bay Area buying them. Are they buying it in Topeka?" CSNBayArea.com’s Andy Dolich said of Posey's jersey, "They're buying it in the Southeast and they're buying it nationally … because the Giants showed up winning two out of the last three World Series. Is that going to go down pretty quickly if the Giants fade away? Yes it will. It usually takes six months to a year for these numbers to ramp-up, and this is the beneficiary of what the Giants have done, although we have Puig moving up because he's just blown the doors off" ("Yahoo Sports Talk Live," Comcast SportsNet Bay Area, 7/11).

    Print | Tags: MLB, Marketing and Sponsorship
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