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Marketing and Sponsorship

Marketplace Roundup

Unilever Senior Dir of Axe & Men's Grooming Matthew McCarthy said that while the men's grooming product line has been a Super Bowl advertiser the past two years, there are "no current plans to be there" in '15. AD AGE's Jack Neff noted Axe instead will have a campaign for the new Axe White Label line that will "air on College Football Playoff games Jan. 1." McCarthy: "It's a bit of an experiment for the entire college football world, and on Axe, we love to try new things. Fans are super excited. I think it's going to be huge, and frankly I wanted to put the brand there" (ADAGE.com, 12/22).

WAITING GAME: In Toronto, Josh Rubin notes among the jerseys, sweatshirts, headbands and socks at Air Canada Centre's Real Sports Apparel shop on Monday, there "was something that couldn’t be found: anything" with the Raptors' new logo, which was unveiled last week. An MLSE spokesperson said that new jerseys "won’t be available until early summer." Other apparel with the new logo "will be available" before the beginning of the '15-16 season (TORONTO STAR, 12/23).

THROW THEM BOWLS: The AP's Michael Liedtke noted this holiday season's "blitz of college football bowl games will feature a reshuffled roster of corporate sponsors spending millions to thrust their names in front of fans watching on TV and in the stands." Sports marketing experts estimated that the annual cost for top-tier games "ranges from" $25-$30M, which is up from $16-20M previously. Twelve of the 33 bowls returning from last year "have sold their naming rights to new sponsors, including several that defected from one game to another" (AP, 12/21).

JUICY DEVELOPMENT: In DC, Vicky Hallett reported a call this summer from the Wizards to Virginia-based Lumi Juice "led to a partnership between Lumi and the basketball team, and a flood of new ideas for drinks." Lumi "has also begun providing drinks to athletes" at VCU and Lumi Founder & President Hillary Lewis is "eager to pursue additional partnerships" (WASHINGTON POST, 12/23).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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