SBD/August 8, 2014/Marketing and Sponsorship

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  • Social Company Zynga Reaches Deals To Feature Tiger Woods, NFLers In New Games

    Woods will be involved in the development of the new game

    Social games company Zynga announced Thursday that it reached deals with the NFL and golfer Tiger Woods "on a series of games for mobile devices," according to Brett Molina of USA TODAY. The golf game starring Woods, launching in '15, is "part of an exclusive multiyear partnership that will deliver a title available on multiple mobile platforms." Woods had "previously partnered" with EA on his namesake game. Meanwhile, Zynga "locked up licensing agreements" with the NFL and NFLPA to "launch several mobile football games bearing the brand." The first title, "NFL Showdown," is a "manager-style mobile game in which players build out their rosters with real stars from NFL teams." The games will be "developed by Zynga's studio based in Orlando, and feature designers who worked on sports games" including Woods' EA game (USA TODAY, 8/8). Woods' agent, Mark Steinberg, confirmed that the deal "will include not only the use of Woods' likeness," but he also will be "involved with the development of the game." Steinberg: "It's considerably different than what we did for all those years successfully with EA. EA was a fantastic partner for us for so many years, but it's different" (GOLFWEEK.com, 8/7). See the full business portfolio for Zynga at Resource Guide LIVE.

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  • Canada Goose Banking On Raonic's Marketing Appeal To Grow Brand Worldwide

    Raonic was the first tennis player to sign an endorsement deal with New Balance

    Cold-weather clothing manufacturer Canada Goose on Sunday announced a new partnership with tennis player Milos Raonic, hoping that his "global appeal can help spread the Canadian brand worldwide," according to Rachel Brady of the GLOBE & MAIL. He "is the first warm-weather athlete with whom Canada Goose has partnered, and he will appear not in their iconic winter coats, but in light jackets." He "joins a list of endorsers that includes arctic adventurers and scientists." Meanwhile Raonic's marketing appeal overall "has widened along with his portfolio of sponsors," including Rolex, which "added him to its elite list of athletes." New Balance "signed him to a mega-deal to make him their first-ever tennis player" and gave him "creative input into the design of things he wears, even brought him to see clothing and shoes being made." Raonic "helped design the specially-made Canadian Maple Leaf t-shirt he’s worn at Rogers Cup (it has five small stars on the chest for the number of ATP titles he had won, but was made before he won another Sunday in Washington)" (GLOBE & MAIL, 8/8).

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  • Marketplace Roundup

    Fanatics was cautious with Wiggins jerseys as reports of a possible trade swirled

    ESPN.com's Darren Rovell noted a spokesperson for Fanatics, which services the NBA's online store, on Thursday said that the company "actually never made" the No. 21 Andrew Wiggins Cavs jerseys that fans ordered from the sites. Fanatics.com VP/Communications & Corporate Branding Meier Raivich said that the site "had up until a month after Wiggins signed (until Aug. 23) to deliver the jerseys, but as reports swirled that Wiggins could be traded in a deal for the Timberwolves' Kevin Love, as was confirmed Thursday, the company decided to be cautious and not print the replicas" (ESPN.com, 8/7).

    TAG, YOU'RE IT: In Indianapolis, Anthony Schoettle noted Verizon IndyCar Series officials said that a Tag Heuer "print campaign noting the brand’s involvement" in the series is forthcoming, and the watch maker is "planning a massive IndyCar-centric marketing campaign for next year." IndyCar officials confirmed that Tag Heuer in '15 is "planning a national print advertising campaign as well as a nationwide IndyCar-themed marketing push at retail outlets that sell Tag watches" (IBJ.com, 8/7).

    T-SHIRT TIME: In Louisville, Jennie Rees notes the Nike-branded shirts that are scheduled to be worn on Saturday and Sunday at the PGA Championship by Rory McIlroy were "sold out of all sizes for those days, at least on Thursday morning." Tiger Woods' black and red Sunday shirts -- which "PGA merchandise staff said always ranks among the most popular sold -- also were out." PGA of America Senior Dir of Merchandising Michael Quirk said that the Woods and McIlroy shirts "are the No. 1 seller of all the golf shirts" (Louisville COURIER-JOURNAL, 8/8).

    FIELD OF CORN: The Northern Illinois football team will "wear special Corn Fest jerseys in the team's season opener against Presbyterian on Aug. 28 at Huskie Stadium." In addition to "recognizing the region's agricultural roots," the special Corn Fest jerseys will "be auctioned online to benefit three local causes" (DAILY-CHRONICLE.com, 8/7). 

    Print | Tags: Marketing and Sponsorship
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