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Marketing and Sponsorship

Wheels & Deals: Danica Patrick Prominently Featured In Weekend Coca-Cola Spots

ADWEEK's Lauren Johnson noted NASCAR driver and Coca-Cola spokesperson Danica Patrick for yesterday's Sprint Cup Series Coke Zero 400 was touting the soda "through digital ads that target sports fans." NASCAR.com and Yahoo.com/NASCAR featured "homepage takeovers" on Saturday. In addition, Turner Sports "built a custom rich media ad for Coke -- dubbed a twig ad -- that lets users customize and send a virtual bottle straight from the unit." Mobile ads and pre-roll video from a TV spot debuting this weekend were "planned parts of the marketing mix" (ADWEEK.com, 7/3). Patrick's eighth-place finish was her second-best Sprint Cup performance since she moved to NASCAR's highest level (THE DAILY).

SEMINOLE WIND: In Jacksonville, Garry Smits wrote Brian Vickers is the "new favorite driver of Florida State football fans -- even those who had a long allegiance to other Sprint Cup stars," as his No. 55 featured a FSU paint scheme for yesterday's Coke Zero 400. The car was a "popular stop" for FSU fans. Michael Waltrip Racing "tried to work out an appearance by FSU coach Jimbo Fisher with the car and the crew but Fisher was unable to make it." Defensive coordinator Charles Kelly was "able to be at the track before the race." Vickers also "wore an FSU-themed driver’s suit and members of his crew had FSU hats with Vickers’ No. 55 on them" (FLORIDA TIMES-UNION, 7/6).

MARKET WATCH: NASCAR VP/Licensing & Consumer Products Blake Davidson said of drivers' influence in online market sales, "A driver’s on-track performance has a significant impact on merchandise sales, especially if that driver is winning. New or special paint schemes will often drive fan interest and therefore spike sales. When Hendrick Motorsports, through a partnership with DC Comics, featured Superman on the hood of Dale Earnhardt Jr.’s No. 88 Chevrolet earlier this season, there was immediate demand for the merchandise. Fans were already buying the die-cast replica of Brian Vickers’ Florida State car before the paint scheme’s debut" (NEWS-JOURNALONLINE.com, 7/6).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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