SBD/October 4, 2013/Marketing and Sponsorship

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  • Andy Murray Hires Agency To Create Personalized Logo Similar To Federer

    Murray's new logo will be incorporated into his tennis racquets

    Tennis player Andy Murray has hired branding agency Aesop to "create a personalised logo that will appear on his apparel and associated merchandise," according to Gemma Charles of MARKETING magazine. The logo "will be incorporated into a new adidas range and across his accessories, such as his Head racquets." Murray "follows in the footsteps" of Roger Federer, who also unveiled his own logo in '06. Aesop also is "creating the brand identity for Murray’s new management company, 77." Its name "is inspired by the fact that Murray’s victory in June was the first time in 77 years that a British man had won the Wimbledon title, and that it occurred on the seventh day of the seventh month" (, 10/3).

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  • Nike Rolls Out New Action Sports Product Line With Portland-Based Startup Poler

    Nike released four Poler footwear and four apparel products earlier this week

    Nike this week "made its latest push into action sports, rolling out a collection of footwear and apparel with a 2-year-old Portland startup, Poler,” according to Allan Brettman of the Portland OREGONIAN. There is "no business category smaller" at Nike than action sports, as the category "accounted for only" 2% of the $20.8B in Nike brand revenues. But "there's a reason why the world's biggest sports footwear and apparel company has made a bet" on the category through its Hurley surfwear and skatewear subsidiary. Four Poler footwear and four apparel products “were introduced Wednesday” with more “scheduled for rollout later this year.” Poler co-Founder Benji Wagner “knows action sports makes up a relatively small amount of Nike revenue,” but he “takes the long view.” Wagner said, “There are a lot of kids out there surfing, skating and snowboarding who aren't interested in team sports at all. It's millions and millions. It's a huge category that every company is interested in. There’s no reason they wouldn’t be interested.” Wagner added that he and co-Founder Kharma Vella had been talking with Nike skateboarding reps “for about a year before this week’s product release." Brettman notes Nike also is "selling its own line of snow wear as well as snowboarding boots and, along with Hurley, surfing apparel" (Portland OREGONIAN, 10/4).

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  • Branded Air: Craftsman, Courtyard, Lexus Have Strong Presence On NFL Network

    In the final installment of a five-part series, THE DAILY takes a look at the sponsored segments on NFL programming with the focus turning to NFL Network. Previously, sponsorships on NBC, CBS, Fox and ESPN were examined.

    GETTING CRAFTY: Craftsman plays a big role on NFL Network as the pregame sponsor for its Thursday Night game and a segment sponsor for its pregame show. Lexus and Courtyard By Marriott appear on the net's coverage Thursday and Sunday. Lexus sponsors the Thursday night halftime segment and returns on Sunday with its name attached to a segment during "NFL Gameday Morning." Courtyard sponsors an identical segment during the Thursday pregame and on Sunday morning.

    EXTRA CHEESE: Meanwhile, "NFL Gameday Morning" presenting sponsor Pizza Hut also has its name attached to a segment during the broadcast. It is joined by Geico, Verizon, Ram and John Hancock. Thursday's pregame show also has a segment brought to viewers by USAA insurance. In addition to Craftsman's Thursday pregame entitlement sponsorship and Lexus' halftime entitlement sponsorship, NFL Network features KFC as the pre-kick presenting sponsor.

    Pizza Hut (Presenting Sponsor of NFL Gameday Morning)
    Pizza Hut (Warner's Corner)
    Geico (Players Only)
    Lexus (Who Must Play Inspired)
    Verizon (NFL Mobile)
    Ram (Coach's Gameday Decisions)
    John Hancock (A Different Approach)
    Courtyard (Greatness on the Road)
    Craftsman (Pregame Entitlement Sponsor)
    KFC (Pre-Kick Presenting Sponsor)
    Lexus (Halftime Entitlement Sponsor)
    Craftsman (Building Momentum)
    Courtyard (Greatness on the Road)
    USAA (USAA Salutes)
    Microsoft Windows (On the Field)

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  • Marketplace Roundup

    AD AGE's Jeanine Poggi reported will "sit out of the upcoming Super Bowl, ending a streak of consecutive appearances" going back to '08. The site has "used the Super Bowl as a platform to launch new campaigns, most recently rolling out its 'All Drive. No Drama' campaign with a spot called 'Wolf'" during the '13 game. But company CMO Linda Bartman said that it is "sticking with the same campaign" in '14. She added that since "isn't looking to introduce a new campaign, executives didn't feel it was necessary to spend heavily on the Super Bowl" (, 10/3).

    COUGARS SEEING RECORD ROYALTIES: The Univ. of Houston on Thursday announced that it recorded a "record $504,000 in licensing royalties" in '12-13. In Houston, Joseph Duarte noted this "marks the first time the UH athletic department has generated more than $500,000 from the sale of athletic apparel." UH data showed that the university since '10 has "seen an increase of more than $242,000 in royalties," and a 22% increase in licensees from 212 to 259. UH has "made a push to expand its brand in the past year with the unveiling of a new logo and move to the American Athletic Conference" (, 10/3).

    REEBOK EXTENDS WITH MMA FIGHTER: reported Reebok is "extending its sponsorship" of UFC fighter Johny Hendricks in advance of his upcoming title bout versus Georges St-Pierre at UFC 167 on Nov. 16 at MGM Grand Garden Arena. Reebok in May "made inroads into the MMA sponsor market when it backed Hendricks and UFC lightweight Jamie Varner for a Spartan Race" (, 10/2).

    L.L. BEAN MAKING RED SOX BOOTS: In Boston, Chris Reidy reported outdoor apparel company L.L. Bean is "giving its signature boots a Red Sox makeover." The boots will be "fashioned from the 'upcycled' tarp used to cover parts of the Fenway Park field during rain delays last season." The company said the footwear would be "made to order for 100 lucky Red Sox fans who engage with L.L.Bean on Facebook and other channels" (BOSTON GLOBE, 10/3).

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