In Indianapolis, Anthony Schoettle reported the JW Marriott hotel and Lucas Oil both got "big-time exposure" from the Final Four. Since Marriott's "huge printed graphic displaying the NCAA men’s basketball tournament bracket was affixed to the building" late last month, the 33-story tower "has been viewed on almost every major television network and seen in scads of local and national print publications and websites." Former Front Row Marketing Senior VP Eric Smallwood estimated that by the time last night’s championship game concluded, JW Marriott "will have earned $390,900 worth of exposure from the updateable sign." Smallwood estimated that California-based Lucas Oil will have earned $15.8M in exposure from the games and surrounding activities at its namesake stadium. Smallwood said that this "is slightly less" than the $17M AT&T got from last year’s Final Four in Arlington (IBJ.com, 4/6).
FLEET OF FOOT: AD AGE's E.J. Schultz cited IEG research as showing that the NFL and its 32 teams "grew sponsorship revenue by 7.8%" to $1.15B for the '14 season, "more evidence that the NFL is resilient, at least when it comes to marketer interest." The spending jump comes despite the NFL "being plagued by domestic abuse controversies all year" and is "solidly ahead of the 4.9% increase across the total sports category." The NFL "lured three new sponsors" for the '14 season: Dannon, TD Ameritrade and Nationwide insurance. Schultz also offered an "up-to-date look at the NFL's current sponsor line-up, courtesy of IEG" (ADAGE.com, 4/6).
HEN HOUSE: The Univ. of Delaware and adidas have entered into a five-year partnership in which the company will be the school's official athletic footwear, apparel and accessory brand. The agreement will run through the '19-20 season. The partnership, which will begin in July, includes investment, product and uniform development for all 21 of the school's teams. It is the first all-sport footwear, uniform and apparel deal in the school's history (UD).
