SBD/September 27, 2013/Marketing and Sponsorship

Marketplace Roundup

ADWEEK's Christopher Heine cited a source as saying that McDonald's has agreed to become the "second advertising partner in the new NFL-Twitter Amplify partnership." Verizon was "revealed as the lead sponsor for the initiative" on Thursday. The source said that the McDonald’s announcement "will surface during the coming days." The source added that the two brands "would likely own the complete NFL-Twitter Amplify inventory throughout the season." Verizon will "get the lion’s share of the tweets-based promos, including getting exclusive, constant mention via the NFL’s Super Bowl Twitter activity on Feb. 2" (ADWEEK.com, 9/26).

MO MONEY...: Boxer Floyd Mayweather Jr. said that he "doesn't need Nike, Adidas or Under Armour logos on his back or boxing trunks to validate his brand." But AD AGE's Michael McCarthy noted if the brands are "interested, the price starts at $1 million -- per fight." Mayweather said that if a corporate sponsor "wants to put a logo on his boxing trunks, it's 'possible.'" Like Tiger Woods and Broncos QB Peyton Manning, Mayweather is "looking for 'ownership,' not just a paycheck." Mayweather is "one of the rare jocks who doesn't have to chase endorsement dollars on Madison Avenue." Mayweather in '13 will earn $90M "without a single, current endorsement deal." He previously appeared in commercials for AT&T. Marketers "tend toward the conservative, so they might not exactly rush" to Mayweather, who can be "a bit of a livewire" (ADAGE.com, 9/26).

LIVING IN AMERICA: The American Athletic Conference and IMG have reached a multiyear extension of their agreement for marketing and sponsorship rights. The deal covers sales and marketing rights for each of the AAC's postseason championships. The agreement also includes the AAC Football Championship, which will begin with the '15 season, and all Olympic sports. The pact runs through the '17-18 academic year (AAC).
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