SBD/October 28, 2013/Marketing and Sponsorship

Marketplace Roundup

The AP's Tim Reynolds noted a new Nike ad featuring Heat F LeBron James was released last night, and it shows "hundreds of people joining James as he rides his bike through Miami's streets, swims in the ocean, jogs through the city and plays pickup basketball on an outdoor court" (AP, 10/27). NBA.com's Lang Whitaker writes the ad "depicts the daily training regime that helps make James a champion," and it also "highlights how James’s passion and joy can inspire spectators to transform into active participants whenever he is around" (NBA.com, 10/28).

SUCH CHARM: In Baltimore, Jeff Zrebiec noted Ravens WR Torrey Smith's "increasing popularity is evident in the crowd that turns out every week for his radio show" on WIYY-FM and in the "countless No. 82 jerseys in the stands at M&T Bank Stadium." Smith's popularity also is seen in "his partnerships with Baltimore-based companies such as Under Armour, Polk Audio and PointClickSwitch.com" and a "national Pepsi print ad campaign with actress Sofia Vergara." UA Senior VP/Global Sports Marketing Matt Mirchin said of Smith, "He's got an infectious smile, and he's really humble the way he handles himself in the media. It's real, and it comes across as real" (Baltimore SUN, 10/27).

DISCOUNT SHOPPING: NBC's Bob Costas referenced a recent State Farm ad during an interview with Packers QB Aaron Rodgers last night, saying, "Here's the last and most important question: How close are you now to George Wendt and Robert Smigel after sharing a unique flight?" Rodgers said, "We had a blast doing that. It was fun being able to work with those two guys. I really enjoyed it. I still got some slobber, I think, on my neck from George but it was fun" ("FNIA," NBC, 10/27).

MOVING MUSCLE: The WALL STREET JOURNAL's Mattioli & Dezember cite sources as saying that the owners of CytoSport, the maker of Muscle Milk, have enlisted Credit Suisse "to look for a buyer" for the brand. A source said that the owners are "hoping to fetch as much" as $500M in a sale (WALL STREET JOURNAL, 10/26). Muscle Milk sponsors many pro athletes, including Texans WR Andre Johnson, Warriors G Stephen Curry, Dodgers P Clayton Kershaw and Red Sox RF Shane Victorino (THE DAILY).
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