SBD/September 4, 2013/Marketing and Sponsorship

Marketplace Roundup

In Boston, Nick Cafardo noted MLB uniform violations "are becoming more common because of more policing" by the league, which is "trying to protect licensing agreements." One "common violation is shirts being unbuttoned too low." One unbuttoned button "is allowed, but anything more than that is considered a violation." Red Sox LF Jonny Gomes said that he "had a violation this season for exposing an Under Armour logo under his jersey." The only logo "allowed to be exposed is that of Nike since it has an agreement for undershirts" (BOSTON GLOBE, 9/1).

PATCHING THINGS UP: In N.Y., Edna Ishayik noted U.S. Open seamstress Kathy Karadza's "most common task involves late requests to apply sponsors’ patches." These can be "particularly tricky because [of] size, color and placement restrictions." Lower-ranked players who "play on a court where the matches are televised can find themselves with new sponsors who want their names promoted." That was the case Friday when Karadza was "presented with an irregularly shaped VitaCoco patch to sew on Donald Young’s shirt hours before he lost a match played on the Grandstand court and broadcast on ESPN2." Player Camila Giorgi needed Karadza's "help affixing a patch from an 11th-hour sponsor, SuperTennis, an Italian tennis channel, to the front of a pale blue dress designed" by Giorgi's mother (NYTIMES.com, 9/3).

MAKING A POINT: MULTICHANNEL NEWS' John Eggerton notes the umpire chairs during ESPN2's early round coverage of the U.S. Open "were emblazoned with Time Warner Cable's name and logo." There "aren't many close-ups of the chair ... but maybe there will be enough to make TWC's point" (MULTICHANNEL NEWS, 9/2 issue).

SPELL-CHECK: ESPN.com's Darren Rovell noted souvenir soda cups sold by Notre Dame during its game against Temple on Saturday said "Figthing Irish" on them "instead of the team's properly spelled nickname." The incident "instantly became a laughing matter on social media." Notre Dame Assistant VP/PR Dennis Brown said, "It's an institutional responsibility, we're not going to be blaming individuals" (ESPN.com, 9/3).
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