In Chicago, Danny Ecker noted Mondelez “signed on as a sponsor of the U.S. Open, giving the company rights to promote brands like Oreo cookies and BelVita breakfast biscuits” at the tennis tournament. The deal “includes promotional rights in stores and digital media and advertising.” Financial terms “were not disclosed.” The deal “marks the first foray into tennis sponsorship for the company, which split from Kraft Foods” in ‘12. Its “largest investment in sports marketing to date has been in soccer," where it is an official partner of U.S. Soccer and MLS (CHICAGOBUSINESS.com, 8/18).
SANDWICH PICK: In Jacksonville, Drew Dixon reported the Jaguars have “inked a sponsorship deal” with locally-based Firehouse Subs. The Jaguars in a release said that the sandwich company will "have their products featured during in-stadium, radio and television advertisements.” Dixon noted Firehouse also will “feature community support programs through the sponsorship deal.” The Jaguars did not disclose the “value of the sponsorship deal” (JACKSONVILLE.com, 8/18).
EXPANDING HIS REACH: Frankie Higginbotham, the agent for Astros SS Carlos Correa, said that his client is “weighing more than 20 offers for endorsements and other endeavors.” USA TODAY’s Jorge L. Ortiz notes Correa “has a contract with Nike that expires during the offseason, and with the potential platform of postseason play ... Correa could be a desired free agent.” What “makes Correa particularly marketable is the multicultural dimension he brings, along with a willingness to play the role” (USA TODAY, 8/19).
CHILD’S PLAY: Yokohama Tire’s charitable partner, KaBOOM!, will once again have a presence at the Yokohama Tire LPGA Classic Aug. 26-30 in Prattville, Ala. All proceeds from the tourney will fund events such as playground builds. KaBOOM! will have a kid-friendly booth at the event, which will include an "Imagination Playground" with large building blocks for children to play with. KaBOOM! also will have a "Text to Donate" program (Yokohama).
