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SBD/December 27, 2013/Marketing and Sponsorship
Published December 27, 2013
A BIG CHEESE: In Chicago, Lauren Zumbach writes the "Graterhead" -- a cheese grater-shaped hat designed by Bears fan Jeran Dahlquist -- is the "latest craze in Packer Cheesehead-hater fashion." Dahlquist said that about 90% of the couple thousand Graterheads sold since Bears-Packers on Nov. 4 "have gone to Bears fans." He and his business partners, Seth Neal and Dean Donlon, "introduced the Graterhead at the first Bears-Packers game of the regular season." Dahlquist said that their marketing plan was "simple -- splurge on 11th row, 50-yard-line seats, cheer like crazy and hope the TV cameras noticed -- and it worked." They sold 500 Graterheads that day, "despite a website that struggled to keep up with the flood of traffic" (CHICAGO TRIBUNE, 12/27).
HAVE A DRINK: SFX Entertainment on Monday announced that it has "struck a global marketing partnership with Anheuser-Busch InBev." Stifel Nicolaus analyst Benjamin Mogil estimated that A-B's sponsorship "could be worth as much" as $25M in '14 and $35M in '15, as SFX’ roster of events grows. Terms of the deal were not disclosed (N.Y. TIMES, 12/24).