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SBD/August 2, 2013/Marketing and SponsorshipPrint All
Unilever's Dove Men+Care brand is enlisting Int'l Tennis HOFer John McEnroe to "help promote its sponsorship" of the Nov. 3 ING N.Y. Marathon by "rolling out three tongue-in-cheek Web videos in which Mr. McEnroe offers what the brand calls 'anti-irritation tips' for runners," according to Andrew Adam Newman of the N.Y. TIMES. The videos are what marketers "call branded content, which aims to entertain consumers more than to promote products." Dove is sponsoring the N.Y. Marathon for the first time. A contest "promoting the sponsorship will award two coveted spots to run in the marathon -- an atypical strategy for brands." Gift bags with samples of Men+Care deodorant "will be distributed to marathon registrants." The videos, created by Davie Brown Entertainment, "will be introduced on Aug. 8." McEnroe said that although he "had never run a marathon, casting him in the videos was logical." McEnroe: "With me being the irritable type, the product we’re working with made sense. If they can calm me down, they can calm anyone down" (N.Y. TIMES, 8/2).
The Collegiate Licensing Co. on Thursday asked U.S. District Court Judge Claudia Wilken to "remove four of the five active college-athlete plaintiffs" from the Ed O'Bannon antitrust lawsuit against the NCAA, according to Steve Berkowitz of USA TODAY. The company also requested that the judge "strike all of the plaintiffs' allegations that pertain to products other than video games and game broadcasts." CLC argued that when the plaintiffs recently "amended their complaint and added active athletes to a list of named plaintiffs," they "went well beyond the scope of what Wilken had said she would allow." They "added many pages to their complaint and added six active college athletes as plaintiffs, although one has withdrawn from the case." The company also argued that the plaintiffs "did not follow through on narrowing the case to video games and broadcasts, as they had said they would during a June 20 hearing on their bid to have the case certified as a class action" (USATODAY.com, 8/1). In Birmingham, Jon Solomon reported CLC "asked that Wilken order the plaintiffs to pay CLC's discovery expenses reasonably incurred in defending itself" if Wilken does not remove four of the five active plaintiffs. CLC also wrote that "allegations about the company's 'supposed licensing activities' involving trading cards, jerseys, bobbleheads and other memorabilia should be removed" (AL.com, 8/1).
Lions WR Nate Burleson last month launched his own T-shirt brand, Lionblood, and the team on Friday planned to debut the line at its training facility and "have the Ford Field team store in Detroit stocked by the first preseason game" next Friday, according to Michael Martinez of the DETROIT NEWS. The brand, which "started as a simple hashtag on Twitter to promote pride" in the team has "quickly evolved into a series of popular T-shirts and tank tops that Burleson created" with Michigan-based fashion designer Robert Montalvo. The website, Lionblood.com, launched in late June, and has "nearly crashed because of demand." The brand is "personal for Burleson: He’s a Leo, born Aug. 19, 1981." But Lionblood, which he calls a "lifestyle, is meant to connect with fans -- and fashion lovers -- on a deeper level." Lions Senior VP/Marketing & Partnerships Elizabeth Parkinson said that the team can "sell Burleson’s product in its stores since it doesn’t feature the Lions logo and doesn’t conflict with NFL merchandise rules." Similarly, the team carries Pro Football HOFer Charlie Sanders’ barbecue sauce, and a T-shirt of QB Matt Stafford "inspired by a Monday Night Football commercial." Lionblood "falls under the umbrella of Burleson’s clothing company, BLINE, and the receiver said he wants to continue in the business world after he’s done catching footballs" (DETROIT NEWS, 8/2).
TIE GAME: Saints S Malcolm Jenkins has launched his Rock Avenue Bow Ties venture. Jenkins named the company after the main street in Piscataway, N.J., where he grew up. Rock Avenue will debut 14 bow ties and nine pocket squares. Jenkins teamed up with New Orleans Design, Development & Manufacture for the concept (Rock Avenue).
Procter & Gamble is spending "more than a third of its U.S. marketing budget on digital media," a move that comes as Americans "for the first time are expected to spend more time online this year than watching television," according to Ng & Vranica of the WALL STREET JOURNAL. P&G CEO A.G. Lafley said that the company's digital spend "on things like online ads and social media ranges from 25% to 35% of its marketing budget and is currently near the top of that range in the U.S., its biggest market." Ng & Vranica report the company plans to spend "more on advertising in its current fiscal year, and its growing emphasis on digital media reflects both the shift in where consumers are focused and a desire to increase the effectiveness of the money it spends." P&G has yet to disclose "how much it spent on marketing in its recently ended fiscal year, in which its total sales topped $84 billion." The company spent $9.3B on marketing in FY '12, including advertising on "television, radio, print, digital and in-store ads" (WALL STREET JOURNAL, 8/2). P&G has a major presence in sports marketing, serving as a league sponsor for the NFL, MLB, NASCAR and the WNBA. The company is also a TOP sponsor of the IOC and sponsors the USOC, USA Gymnastics and U.S. Figure Skating. The following chart highlights the athletes on the endorsement roster of several P&G brands (THE DAILY).HEAD & SHOULDERSAngels LF Josh HamiltonNHL Rangers G Henrik LundqvistTwins C Joe MauerFC Barcelona F Lionel MessiSteelers S Troy PolamaluAngels P C.J. WilsonTIDEChiefs OT Eric FisherNWSL Portland Thorns MF Christine SinclairOLD SPICEFormer NFLer Ray LewisGILLETTETennis player Roger FedererYankees SS Derek JeterSwimmer Ryan LochteRays 3B Evan LongoriaPackers LB Clay MatthewsCapitals RW Alex OvechkinRavens RB Ray RiceFalcons QB Matt Ryan
Samsung on Thursday named tennis player Maria Sharapova as a brand ambassador for the '14 Sochi Olympics and unveiled its Samsung Galaxy Team Russia for the games, which includes Penguins C Evgeni Malkin. Samsung will continue selecting athletes in 16 countries to join the Samsung team (Samsung).
DOUBLE DIP: The AP's Jenna Fryer reported NASCAR driver Kurt Busch is "trying to put together a sponsorship deal to do the Indy 500/Coca-Cola 600 'double' next season." He would like to race the Indy 500 with Andretti Autosport, "the team that tested him at Indianapolis last May, but needs funding to put together the team." Busch said, "Sponsorship is the name of the game. Everybody wants good advertising partners to do great things with, and I think this is a unique opportunity. We're out there looking and we're out there promoting and we'll see if things come together the right way" (AP, 8/1).
DUF MAN: In Akron, Marla Ridenour writes golfers Jason Dufner and Keegan Bradley have "embraced the phenomenon" of "Dufnering," a trend started by Dufner earlier this year. Dufner said that he and Bradley "actually considered obtaining its trademark." Dufner: “We looked into that. (But we decided to) just let it go, let them have fun with it.” Ridenour notes T-shirts reading “Everyday I’m Dufnering” have surfaced on the Internet and are being "sold in 10 colors" (AKRON BEACON JOURNAL, 8/2).
BULL RUN: Hardee's this week is reintroducing its Texas Toast Breakfast Sandwich in an ad campaign starring PBR rider Douglas Duncan. The commercial will air through mid-October in 29 states (PBR).