SBD/August 21, 2014/Marketing and Sponsorship

Serves & Volleys: Maria Sharapova Happy With Early Success Of Candy Brand

Sharapova's candy brand sells in more than 26 markets worldwide
Tennis player Maria Sharapova said she is "very happy" with sales of her Sugarpova candy brand. She said, "We're in over 26 different markets around the world with exclusive distribution deals, which is very unique after being on the market for only two years. We've still kept it very minimal and very unique, too, because when I started this, I wanted this to be ... something different that the market hasn't seen in the gummy world. And we've created that and it's created this type of reaction" ("Squawk on the Street," CNBC, 8/19). Meanwhile, SELF magazine's Alexandra Marshall notes Sharapova since '10 has "helped mastermind the Maria Sharapova Collection for Nike." Sharapova: "Designing for the mass market has really changed my thinking process and my on-court look. Even if I want to be the one pushing fashion on the court, today I want to do it in a way that a woman playing in a doubles league can wear, too" (SELF, 9/ '14 issue). She added, "I just love seeing the process. I love the creative aspect, the business, understanding why things work" (THE EDIT, 8/21 issue).

ALL ABOUT THE BEER: Heineken next week will bring back the Heineken House to the U.S. Open in N.Y. The house will include live screenings of the biggest matches, entertainment and other activities. Fans also will have a chance to compete in "Legend Setter," an interactive competition for patrons to participate in their own off-the-court challenges via a partnership with RecordSetter.com (Heineken). 

NOTES: Time Warner Cable on Monday announced that it will be the Official Wi-Fi Service Provider at the U.S. Open and will offer the service complimentary to all fans for the duration of the event. Time Warner Cable Studios will be featured at the Billie Jean King National Tennis Center. The TWC Studios have charging stations, a simulated control room feed of all televised match courts and an interactive area that features an umpire chair photo and video experience. A "test your swing" activation and other fan engagement elements also will be included (TWC)....Asics tomorrow will kick off its "Asics Serves NYC" campaign, featuring a number of consumer giveaways across N.Y., delivered by nearly 100 Asics ballpersons (Asics).
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