SBD/December 5, 2013/Marketing and Sponsorship

Marketplace Roundup

WOMEN'S WEAR DAILY's Jean Palmieri reports the NHL has partnered with Dick's Sporting Goods to "open NHL Super Shops" in three test markets, and the concept is "expected to be rolled out further for next year" if the shops are successful. Super Shops opened last week "in time for Black Friday" in Lombard, Ill.; Cranberry, Pa.; and West Nyack, New York -- suburbs of Chicago, Pittsburgh and N.Y., respectively. Brands such as adidas and Under Armour "also have multisensory shops" within Dick's Sporting Goods stores. But NHL Dir of Retail Sales & Marketing Dan Near said this is "the first for a major sports league" ( 12/5).

LEAVE IT ON THE FLOOR: In Richmond, Tim Pearrell notes VCU yesterday announced a partnership with Lumber Liquidators "that could be worth" up to $1M for the school's proposed basketball practice facility. VCU AD Ed McLaughlin said that the five-year deal "includes cash and hardwood flooring for the privately funded facility." Pearrell notes the value of the deal "will depend on how much hardwood flooring is needed in the two-story, 50-60,000 square-foot building" (RICHMOND TIMES-DISPATCH, 12/5).

WALK THE PLANK: Burton Snowboards yesterday formally unveiled the U.S. Snowboarding team's uniforms for the Sochi Games. This will mark the third consecutive Winter Olympics in which Burton has partnered with the U.S. Ski & Snowboard Association to provide snowboarding gear. The company is supplying outerwear jackets, pants, hats, gloves, base layers and fleece. The design includes elements of American heritage such as patchwork quilts and the U.S. flag (Burton). The Wall Street Journal's Jason Gay said, "It’s growing on me. When I first saw it I thought this is something that Willie Nelson wears to breakfast. But over time, looking at it, it is an amazing sort of piece of Americana" ("Crowd Goes Wild," FS1, 12/4). 
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