SBD/November 19, 2013/Marketing and Sponsorship

Marketplace Roundup

Safety-Kleen recycles more than 200,000 gallons of oil per year from NASCAR races
In Boston, Erin Ailworth writes Clean Harbors, nearly a year after acquiring oil recycling firm Safety-Kleen Systems, is trying "to build on that foothold to promote its own brand among NASCAR’S racing franchises and corporate sponsors who might need its other environmental services." Safety-Kleen's services are "used at over 65 race tracks in North America." The firm "recycles more than 200,000 gallons of oil used during 200-plus NASCAR-sanctioned races each year." It will "continue to operate under the Safety-Kleen name at NASCAR but will be promoted as a unit of Clean Harbors, with the aim of raising" the company’s profile "among corporations that sponsor race cars" (BOSTON GLOBE, 11/19).

NORTH OF THE BORDER: Mondelēz Canada, whose family of brands includes Cadbury, Dentyne, Oreo and Ritz, yesterday announced a four-year partnership as an official supporter of the Canadian Olympic Committee. The partnership will be launched in January with the company's new Pride & Joy campaign, which celebrates the national pride Canada has for its athletes (Mondelēz Canada).

SERVE'S UP: Delta has become the official airline of Japanese tennis player Kei Nishikori and will support his U.S. domestic, transatlantic and transpacific air travel. The two-year deal makes Nishikori the first Japanese pro tennis player sponsored by Delta. Nishikori will display Delta’s logo on his official website, Facebook and Twitter accounts and will participate in customer events and interviews with Delta’s Japanese in-flight magazine Sky (IMG).

BLACK ICE: ESPN CHICAGO's Scott Powers noted the Blackhawks yesterday announced that they will "sell limited-edition vials of melted ice" from their '13 Stanley Cup season, with proceeds "going to charity." Each vial of melted ice from the United Center "will cost $99, and will include an etched number of 1 through 2,013 and a certificate of authenticity." The vials "are available on the Blackhawks' website" (ESPNCHICAGO.com, 11/18).

CHILD STAR: The WALL STREET JOURNAL's Sara Germano wrote on her Twitter account, "Mary Cain is now committed to Nike before most kids in her class have even finished applying to college let alone know where they're going." (TWITTER.com, 11/18). Cain, a 17-year-old middle-distance runner from N.Y., turned pro last week (THE DAILY).
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