Lenovo Exec Dir of Marketing David Rabin said that the computer manufacturer's NFL sponsorship "has scored points for sure and the company 'likes the trajectory.'" FOX BUSINESS' Robert Gray noted Rabin "stopped short of saying the partnership has hit paydirt." Lenovo claims that since the deal began in '12, it "has seen a 24% increase in NFL fan awareness of its brand and a 42% increase among fantasy football players." Lenovo has "managed to immerse itself in the die-hard realm of fantasy football by sponsoring a digital mockumentary series, 'Tough Season,' that is produced by The Onion." It also has "hired luminaries as spokesmen," including former NFLer Doug Flutie, Colts QB Andrew Luck, Broncos WR Wes Welker and Bengals WR A.J. Green. Rabin "calls the NFL 'the king of marketing' -- high praise when compared to Lenovo’s other" deals with the Olympics, NBA and F1 (FOXBUSINESS.com, 12/19).
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Gatorade is one of many brands Newton picks to
endorse that fit him and his personality |
TALE OF TWO CITIES: In Charlotte, Johnathan Jones noted Panthers QB Cam Newton has "added endorsements with Gatorade, Beats by Dre, GMC, Belk, Drakkar cologne and others" since signing with Under Armour prior to being drafted in '11. Bespoke Sports & Entertainment CEO Mike Boykin said of Newton: "He and his team have done a pretty good job of picking brands that fit him and his personality. Look at that list: Contemporary, major fashion with the lifestyle piece with clothing, cologne and headphones. GMC is big, rough and tough, and it fits his persona in football. I think it’s a pretty wide swath. Aaron Rodgers, Peyton Manning and Tom Brady are also pretty broad, but Cam’s got to be in the top five." But Jones noted when the Panthers this season "were in the midst of a two-month winless streak and Newton wasn’t playing well," it led to a "chorus of fans proclaiming Newton should focus more on football than endorsements." Meanwhile, Browns QB Johnny Manziel "had endorsements locked up with Nike before the draft and with MusclePharm and Snickers before he got his first start." Boykin: "If he continues to lose, I think brands then will start pumping the brakes and do more research and ask how do we effectively use him and is he relevant. I think it’ll be too early to make that decision based on three or four games" (CHARLOTTE OBSERVER, 12/21).
FOOTBALL FASHION: ESPN.com’s Greg Garber yesterday narrated a segment about fashion on NFL sidelines. Garber: “The days of dressing to the nines are gone. Since 2010, Nike and New Era have been responsible for outfitting coaches on the sideline. And the choices have become as scripted as offensive plays.” GQ Senior Style Editor Will Welch said, “Everything you put on yourself is a choice so to throw your hands up, to me, it's a bit of a cop-out." Welch said of Cardinals coach Bruce Arians, “I'm just going to say it right now; Bruce is the most stylish coach in the NFL. ... He wears a Cardinals red driving cap. That's swag.” Arians said of the hat: “This is actually New Era. It was a hat they made for us and I wish the league would let me wear it on the sideline" (“Sunday NFL Countdown,” ESPN, 12/21).
PATS ON THE BACK: The Patriots and JumpStart on Friday announced that they have teamed up to offer the company's NFL-themed games to young fans of the team. Two mobile game titles -- "NFL Rush Gameday Heroes" and "NFL Rush Heroes & Rivals" -- will be promoted on the team's website and highlighted in Patriots newsletters (JumpStart).
