Sources: NASCAR Seeking $1B For Title Sponsor Nike's Converse Launches "Made By You" Campaign Powerade's "Just A Kid" Ad Features Rose Under Armour Focusing On Fitness Apps NASCAR Race Makes Title Sponsor's Site Crash PBR, Sonic Partner For Remainder Of '15 Marketplace Roundup Ovechkin Signs With Fanatics Authentic Kingsford Charcoal Bags To Feature O'Bannon Freddie Jacobson Debuting Three Microbrews
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SBD/March 6, 2014/Marketing and Sponsorship
Published March 6, 2014
DRIVER'S DREAM: ADWEEK's Tim Nudd noted a new 60-second NASCAR spot from Ogilvy & Mather, N.Y., "shows the sport's youngest fans talking about what they want to be when they grow up -- and they end up describing their NASCAR heroes pretty well." It is a "fun and different way to leverage one of the sport's great assets -- the star power of its drivers -- while touching on the truth of how people become fans in the first place" (ADWEEK.com, 3/4).
TICKLING THE IVORIES: In L.A., Eric Pincus reported Lakers G Kobe Bryant while rehabbing from Achilles and knee issues "apparently had time to build a custom piano." At least that is the "premise of his latest Nike commercial." While the spot "features Lionel Richie playing on a piano in the shape of Bryant's logo, the narrator admits that Bryant did not, in fact, make the instrument" (LATIMES.com, 3/5).
CANADIANS CASH IN: The CP's Lori Ewing reported Canadian Gold Medal-winning bobsledder Kaillie Humphries is "making the most of her medal before the small window for endorsements and appearances is slammed shut." Her agent, Sprint Management COO Kris Mychasiw, said that he is "receiving some 20 emails a day with requests for appearances or product endorsements for the bobsledder." Meanwhile, Mychasiw on Tuesday also signed deals with the members of Canada's Gold Medal-winning men's curling team, and "despite the 10 days or so that have passed since Sochi, he believes the curlers will be an easy sell" (CP, 3/5).