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SBD/July 15, 2014/Marketing and Sponsorship
World Cup-Branded Videos Get Big Viewership Numbers, Trouncing Those Of Super Bowl
Published July 15, 2014
TIM'S TIME: ADWEEK's David Gianatasio in a cover story writes U.S. G Tim Howard following his World Cup performance is "preparing for a big score," and is "looking to cash in on his newfound celebrity and break into the elite endorsement leagues." Howard "currently has six-figure deals with Nike and McDonald’s, making him a small fry in the rarified world of big-time sponsorships." Howard said, “People’s perception of me may have changed in the past two weeks, but I haven’t changed a bit." He added that he is "seeking the same kinds of deals as always." He said those include “blue-chip opportunities (with) really good companies with good reputations.” Howard's agent, Dan Segal of WMG, said that his client has "received dozens of offers in the past two weeks, and that he’s close -- perhaps just days away -- from inking deals with at least three national advertisers." Segal: "We don’t feel in any way, shape or form a desperation to try and grab everything that comes along.” CAA Sports Head of Global Sales Paul Danforth said Howard should "make deals as soon as possible" (ADWEEK, 7/14 issue).
CONFIDENCE IS KEY: The WALL STREET JOURNAL's Harriet Torry noted Germany was "so confident it would win the World Cup that it pre-printed a run of five million stamps commemorating its soccer victory" before Sunday's final against Argentina took place. The German Finance Ministry "declined to comment on the cost of the print run," but said that "no public money was spent on the ceremonial stamps" (WSJ.com, 7/14).