SBD/June 18, 2014/Marketing and Sponsorship

Marketplace Roundup

Panasonic yesterday announced that it has signed a new multiyear agreement with Hendrick Motorsports that includes a primary sponsorship of the No. 24 car, driven by NASCAR Sprint Cup Series driver Jeff Gordon. Panasonic will be featured as a primary sponsor of the No. 24 team in two Sprint Cup races annually and as an associate-level partner in all other events. The agreement covers the '14, '15 and '16 NASCAR seasons. Gordon’s No. 24 Panasonic Chevrolet SS will debut this weekend at California’s Sonoma Raceway and will again appear Aug. 31 at Atlanta Motor Speedway (Panasonic).

HE'LL NEVER TIRE: In Denver, Mike Klis reports Broncos DT Terrance Knighton recently "spent three days" in L.A. filming a national Bridgestone tires commercial in which he stars "alongside a French bulldog." Knighton "is enjoying the recognition and will take more endorsements if they come, but he also understands he's lucky to be in this position" (DENVER POST, 6/18).

An image of Harper recently tweeted by Under
Armour features "Transformers" imagery
HARPING ON SOMETHING
: In DC, Scott Allen noted Under Armour recently tweeted an image of company endorser and Nationals CF Bryce Harper "as a Transformer." The ad "labels Harper as one of the athletes of the NEXT generation." UA "has a line of 'Alter Ego' gear, which features graphics of various Transformers and superheroes such as Batman, Superman and The Flash" (WASHINGTONPOST.com, 6/17).

LOCKERDOME'S DOMINION: Social media site LockerDome said that its monthly user count "has doubled since a major redesign in December." In St. Louis, Dave Nicklaus notes the site "now counts 40 million unique monthly visitors, up from 20 million before the redesign." Several major publishers -- including the London Telegraph and U.S.-based political site The Daily Caller -- "have begun sharing content on LockerDome since the redesign" (ST. LOUIS POST-DISPATCH, 6/18).

EXTRA INSURANCE: Symetra Life Insurance yesterday announced that it has expanded its national consumer advertising platform this month with a new TV and digital media campaign on ESPN. The company’s "I Just Want to Fly" spot will debut on June 23 during ESPN’s Wimbledon coverage. Symetra’s ESPN campaign will feature on-air advertising in high-profile televised sports events and programs, including Wimbledon and the tennis U.S. Open, MLB, the British Open, and "SportsCenter." Advertising will appear prominently on ESPN.com as well as on WatchESPN during its live coverage of Wimbledon and the U.S. Open tournament (Symetra).
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