SPORTING NEWS' Bob Pockrass asked marketing execs to weigh in on Sprint ending its NASCAR Cup Series title sponsorship after the '16 season. Wasserman Media Group Senior VP Will Pleasants said, "There is still value in the entitlement in this setting. We saw it with Nationwide. You can make an impact in a relatively short amount of time." But Bespoke Sports & Entertainment CEO Mike Boykin said, "That could be a challenge to get somebody to invest 10 years. Do I think there is a brand out there that will see this as a huge opportunity? Yeah. … There might be brands that are willing to put 70-plus (million dollars) but three or four years. The longer the length, the more traditional the partner, somebody who has been around" (SPORTINGNEWS.com, 12/17).
NOT UNDER THE RADAR: Baker Street Advertising Senior VP & Exec Creative Dir Bob Dorfman said Under Armour “seems to be following Nike’s formula for trying to get the big-name athletes,” with the reported signing of tennis player Andy Murray. Dorfman: “Tom Brady, Murray -- they are getting some big names. Obviously Nike has got the deepest pockets. But I think Under Armour has done a good job with the coolness factor. It’s probably very difficult but I think they’ve done a really good job of cutting into Nike a little bit" (BALTIMORESUN.com, 12/16).
TALKIN' PLAYOFFS? AD AGE's E.J. Schultz wrote it "might take another year before" the College Football Playoff "reaches its full marketing potential." ESPN Senior VP/Sports Management Rob Temple said, "This year was about the sales teams and the lawyers getting the deals done. Next year is about the marketers and the fun." Schultz noted ESPN's deals with the sponsors "include multimedia ad buys," with ads during the CFP title game and the six bowl games affiliated with the CFP. The net also "plans to promote the games using other Disney properties, including promoting the playoff on ABC's telecast of 'Dick Clark's New Year's Rockin' Eve with Ryan Seacrest'" (ADAGE.com, 12/15).
STAYING LOYAL: Urban clothing brand Panic Switch Army has sponsored NASCAR driver Kurt Busch since '13, and following recent allegations that Busch abused his ex-girlfriend, Panic Switch Army CEO Luke Burrett said, "We support Kurt all the way to the end on this." Burrett: "We're not going to go anywhere. It's not going to change what we're doing." In Delaware, Jon Offredo notes Busch was in court yesterday, "calling his ex-girlfriend's allegations that he smashed her head into a wall a 'fabrication'" (Wilmington NEWS JOURNAL, 12/18).
