SBD/January 16, 2014/Marketing and Sponsorship

Seahawks' Marshawn Lynch Trademarks "Beast Mode" Nickname, Launches Jewelry Line

Eighty percent of the proceeds from the "Beast Mode" key go to charity
Seahawks RB Marshawn Lynch has "already filed a federal trademark" for the nickname "Beast Mode," which "can be seen everywhere" on hats and T-shirts during Seahawks games, according to Tom Pelissero of USA TODAY. Octagon's Doug Hendrickson, who reps Lynch, said, "He's a smart business guy, too. He's very, very savvy with everything he does off the field" (USA TODAY, 1/16). In Seattle, Don Shelton notes Lynch is "breaking out his own jewelry -- the Beast Mode Key." Lynch is "teaming up to sell a unisex necklace with a polished brass key stamped with his Beast Mode nickname." It costs $124, and 80% of the proceeds "will go to Lynch’s Oakland-based charity, Fam 1st Family Foundation and Four Rings, Montana Family Foundation" (, 1/16). 

FLYING HIGH: In Seattle, Janet Tu writes the Seahawks' on-field success this season has "also been a boon to another big local name: Microsoft." That includes partnerships such as Bing’s "sponsorship of Seahawks training camp, and a multiyear deal, announced last year, that makes Surface the official tablet of the NFL." Bing reps have "held 'Bing It On' challenges before games, including at Touchdown City, the interactive activities center at CenturyLink Field Event Center." Fans at Sunday's 49ers-Seahawks NFC Championship Game "will receive 12th Man towels emblazoned with the Seahawks logo -- along with the Bing logo." Bing has "created an 'I’m In' website and #BingHawks hashtag, where fans from around the world can express their support of the Seahawks." The Seahawks Radio Network also is "branded as the Bing Radio Network." Meanwhile, Microsoft's Xbox "has been the Seahawks' official gaming and entertainment console for about 10 years," and the Xbox and Surface partnership with the NFL "began last year." Several NFL teams, including the Seahawks, have "deployed Surfaces in their business offices and are testing tablet apps designed to help manage players’ health" (SEATTLE TIMES, 1/16).
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