SBD/December 20, 2013/Marketing and Sponsorship

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  • FoxSports.com's Super Bowl Live Stream Commercial Time More Than 50% Sold

    FoxSports.com Senior VP/Ad Sales Marla Newman said that February "could be one of the largest ad revenue months ever" for the site, and it will "be an opportunity for advertisers to reach a sizable chunk of audience," according to John Consoli of BROADCASTING & CABLE. Newman said that commercial time in the Super Bowl online live stream "is more than 50% sold," and added that "about 30% of the advertisers in the Fox Super Bowl game telecast have also bought in to the streaming game online." She said that major categories for the online stream are "similar to the TV telecast -- auto, mobile phones, insurance and consumer packaged goods." FoxSports.com is "not guaranteeing any type of ratings, and marketers can buy units just in the game or ad packages or sponsorships of content that will begin about a week prior to the game." In addition, the site is "creating and selling customized sponsorships for video content and online shows that will be streamed during the week leading up to the game." Meanwhile, FoxSports.com "doesn’t have Olympics media rights, but it is planning to offer extensive video shoulder programming and print content for sponsors" during the Sochi Games. FoxSports.com for the Olympics will "offer a nightly 'Roundtable Video Series,'" and "the Inside Edge video show." Each of those two shows "will have a sponsor and will get to run pre-roll commercials as well as having integrated, on-screen signage." Additionally, FoxSports.com for the first time will "live stream the entire Daytona 500" on Feb. 23, the same day as the closing ceremonies for the Olympics. Along with the live streaming of the race, FoxSports.com will "offer some features that advertisers can sponsor" (BROADCASTINGCABLE.com, 12/18).

    Print | Tags: Fox, NFL, Marketing and Sponsorship
  • King Of The Hill: LeBron James Retains Spot As NBA's Best Jersey-Seller

    Heat F LeBron James retained the top spot on the NBA's jersey-selling list from October to December, while Lakers G Kobe Bryant moved up one spot to No. 2. James has held the top spot five times on the league's list of domestic jersey sales. Bulls G Derrick Rose, Thunder F Kevin Durant and Knicks F Carmelo Anthony rounded out the top 5. Rankings are based on sales from adidas and NBAStore.com (THE DAILY). The AP's Tim Reynolds noted there is a "double-digit percentage growth in jersey sales from last year," and with two new versions of James' No. 6 "either hitting, or about to hit, the marketplace, his numbers might keep growing." The short-sleeved jersey James and the Heat will wear during their Christmas game against the Lakers is "expected to be a big seller, as will the Name Collection jersey" that will sport the "King James" moniker. The Heat will wear the nickname jerseys against the Celtics on Jan. 21 (AP, 12/19).

    RANK
    PLAYER
    RANK
    PLAYER
    1
    Heat F LeBron James
    9
    Cavaliers G Kyrie Irving
    2
    Lakers G Kobe Bryant
    10
    Clippers F Blake Griffin
    3
    Bulls G Derrick Rose
    11
    Thunder G Russell Westbrook
    4
    Thunder F Kevin Durant
    12
    Rockets G James Harden
    5
    Knicks F Carmelo Anthony
    13
    Celtics G Rajon Rondo
    6
    Warriors G Stephen Curry
    14
    Pacers F Paul George
    7
    Heat G Dwyane Wade
    15
    76ers G Michael Carter-Williams
    8
    Clippers G Chris Paul
     

    TRICK UP THEIR SLEEVE: CSN Bay Area's Kate Longworth said the NBA is "taking ownership of the Christmas and holiday season with special uniforms." She said the league's sleeved jerseys help to "separate themselves from the everyday look." Longworth: "I like the different look. It's the holidays. We dress up to go to grandma's, why not dress up to go to the hardwood?" But CSN Bay Area's Jim Kozimor replied, "You're just trying to sell more jerseys for the NBA. You're probably getting a cut of this action" ("Yahoo Sports Talk Live," CSN Bay Area, 12/18). Meanwhile, CBSSports.com's Zach Harper said NBA players wearing nicknames on the back of their jerseys is “very gimmicky” and “very marketable,” but that is “what pro sports are right now” (“Lead Off,” CBSSN, 12/19). CBS Sports Network's Jim Rome said, “If you can get past the fact that it’s a shameless gimmick to move merch and pull dough from the fans, it’s actually pretty cool.” Rome added, “Memo to the commish: If you’re going to make a cash grab, at least try to be creative and let the fans pick” (“Rome,” CBSSN, 12/19).

    Print | Tags: Marketing and Sponsorship, NBA
  • Marketplace Roundup

    Australia and New Zealand Banking Group (ANZ) on Thursday announced a three-year deal to sponsor golfer Lydia Ko beginning in '14, marking the 16-year-old's first sponsorship deal. Ko, who is from New Zealand, recently turned pro and subsequently signed with IMG for representation. She was the first amateur in history to win two LPGA events (IMG). This comes shortly after Ko was unveiled as a competitor in the '14 women's Australian Open to be held in Melbourne in February (STUFF.co.nz, 12/18).

    GUY ON A BUFFALO: Rockets F Chandler Parsons on Thursday announced a partnership with Buffalo Jeans (THE DAILY). YAHOO SPORTS' Eric Freeman wrote a new TV spot features a "scantily clad" Parsons and model Ashley Sky "cavorting suggestively on a beach." Parsons "introduced the campaign on Twitter." Parsons "doesn't discuss the ad as if it's a cool thing he did on a lark -- it's spoken of in the matter-of-fact way that suggests he wouldn't mind if modeling became a second career" (SPORTS.YAHOO.com, 12/19).

    SIXTH SENSE: The CP's Stephen Whyno noted Bauer has "unveiled new equipment" for six NHLers that it says represents "game-changing technology." Bauer calls this the "OD1N project, named after the ruler of the Norse gods and the Russian translation for the No. 1." So far the equipment was "custom-designed" for Capitals LW Alex Ovechkin and C Nicklas Backstrom, Blackhawks C Jonathan Toews and RW Patrick Kane, Flyers C Claude Giroux and Rangers G Henrik Lundqvist (CP, 12/19).

    Print | Tags: Marketing and Sponsorship
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