SBD/January 13, 2014/Marketing and Sponsorship

Marketplace Roundup

Etihad Airways yesterday announced that it has signed golfer Martin Kaymer "as the latest addition to its Guest Ambassador programme."'s Andy Sambidge reported Kaymer "will work on a series of initiatives to raise Etihad's brand in Germany and other key markets around the world." The airline in a statement said that he "is filming a promotional video in Abu Dhabi this week to showcase Etihad." The shoot schedule coincides with the Abu Dhabi HSBC Golf Championship (, 1/12). This is the second new sponsorship for Kaymer in recent days, as he signed a deal with Mercedes-Benz last week that will see his wear a logo for the automaker on his shirt (THE DAILY). 

BET ON IT: 76ers, Devils and Prudential Center CEO Scott O'Neil said the organizations teamed up with Bwin.Party subsidiary PartyPoker because Bwin.Party execs "understand sports, the passion of sports and how to translate that, and ... they're really smart guys." O'Neil: "We like to do business with smart people, who take seriously the business of people and fans and making sure that we have a wonderful experience for the best fans in the world." Bwin.Party Digital Entertainment CEO Norbert Teufelberger said the deal is "huge for us -- to be associated with brands like the Devils and the 76ers and be able to build our brand and bring our brand back to the United States after having been gone now for so many years." He added PartyPoker "will be integrated into TV spots, radio spots" and have in-stadium ads to "engage the fans and actually bring them some value entertainment" ("Markets Now," Fox Business, 1/10).

WAIT YOUR TIME: N.Y. Daily News' Bob Raissman discussed the profile of Colts QB Andrew Luck and said, "He has one tremendous comeback performance against the Kansas City Chiefs … and all of a sudden he's the next face of the NFL. Is he going to have more commercials than Peyton Manning? That's not happening" ("Daily News Live," SNY, 1/10). Meanwhile, Fox’ Troy Aikman made reference to one of Manning’s endorsement deals while previewing yesterday’s Broncos-Chargers playoff game. Aikman said, “We'll probably get to see a few Papa John's commercials during that game too" ("49ers-Panthers," Fox, 1/12).
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