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SBD/August 21, 2013/Marketing and Sponsorship
Published August 21, 2013
ADJUSTING THE AERIAL: Goodyear and ESPN's "SportsNation" to begin the college football season are giving fans a chance to control the Goodyear Blimp. Fans beginning yesterday could vote to decide which upcoming opening weekend football matchup will receive aerial coverage and be considered "Blimpworthy" from among North Carolina-South Carolina, Georgia-Clemson and Alabama-Virginia Tech (Goodyear).
STAR TREATMENT: In DC, Lindsay Applebaum reported after Redskins RB Chris Thompson revealed his "bizarre/delicious habit of keeping a Starburst in his sock during games," it was "only a matter of time" before the company offered him a box of the candy "as thanks for the free advertising." The company wrote to Thompson, "It never crossed our minds to keep candy in our socks, but we just might have to reconsider..." (WASHINGTONPOST.com, 8/20).
RE-UPPING THE DEAL: Upper Deck announced a multiyear deal with Hockey Canada to renew the company's memorabilia license as well as an exclusive trading card agreement for Canada's national teams. The company also announced that it will be the exclusive home of Hockey HOFer Wayne Gretzky's autographed memorabilia. This expands a relationship the company has had with Gretzky since it began producing licensed NHL trading cards in '90. Gretzky joins a roster of Upper Deck exclusive athletes that includes Michael Jordan, LeBron James and Tiger Woods (Upper Deck).