SBD/January 17, 2014/Marketing and Sponsorship

Marketplace Roundup

In Buffalo, John Vogl reports the partnership between Sabres C Steve Ott and the Buffalo Zoo, which "brought stuffed otters to Sabres fans, went swimmingly." All of the stuffed animals, "dubbed 'Ott's Otters,' disappeared quickly." The team "introduced the furry creatures Wednesday and had tremendous immediate response." The Sabres "put the limited number of remaining otters on the shelves in the Sabres Store at 10 a.m. Thursday, and they were gone in a matter of minutes." The otters, "wearing Ott’s jersey and accompanied by his autograph, sold for $25." All proceeds "are set to go to the Buffalo Zoo" (BUFFALO NEWS, 1/17).

A PREMIER DEAL: Dunkin' Brands Group on Thursday announced a multiyear sponsorship with EPL club Liverpool, making it the official coffee, tea and bakery partner for the team, with Baskin-Robbins becoming its official ice cream partner. Assets in the deal include Dunkin' Donuts and Baskin-Robbins match-day LED board signage at Liverpool home matches, as well as mentions of both brands on Liverpool digital media, TV spots and print ads in programs and the monthly magazine (Liverpool). See Friday's issue of SportsBusiness Daily Global for more on the Dunkin'/Liverpool partnership.

YOU MAKE ME FEEL LIKE DANCING: In Baltimore, Lorraine Mirabella notes ballerina Misty Copeland "will be the face of Under Armour in a marketing campaign this year to attract more women to the sports brand." UA said that the marketing campaign is its "biggest ... ever this year for its women's brand as it tries to expand sales in the category" Copeland in '07 "became the American Ballet Theatre's first African-American soloist in two decades" (Baltimore SUN, 1/17).

LET'S GET WEIR: Canadian juice and smoothie bar chain Boost Juice has partnered with golfer Mike Weir to launch a nation-wide initiative aimed at energizing Canadians in the pursuit of living a healthy and active lifestyle (Booster Juice).
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