New Balance Signs Multiyear Deal With Lindor Crew Signs Jersey-Sponsor Deal With Acura Monster Won't Change NASCAR Model Outfits NHL Signs PPG For New Leaguewide Category Four Brands Sign Up As WBC Global Sponsors Marketplace Roundup Ravens Offering $200,000 Sponsorship Package Lear Corp. Presenting Sponsor Of Detroit IndyCar Monster Focused On Younger Audience At Daytona Brands Seemingly Reluctant To Sponsor '18 World Cup
SBD/January 28, 2014/Marketing and Sponsorship
Time To Shine: AT&T Set To Debut Sochi Ads Focusing On "Less-Heralded" Athletes
Published January 28, 2014
SOCIAL ISSUES? In N.Y., Stuart Elliott reports Coca-Cola, McDonald's and other big advertisers for the past week have been "having to fend off gay rights activists who have hijacked their Olympic promotions on social media." The "tug of war involving McDonald’s began Jan. 21 when the company introduced on its Twitter feed a hashtag, #CheersToSochi." Activists who have been protesting a Russia law against homosexual propaganda "filled Twitter with posts that used the hashtag for their own purposes." The "hijacking then spread to other sponsors of the Winter Games, most notably Coca-Cola" (N.Y. TIMES, 1/28).