Marketplace Roundup

ESPN CHICAGO's Jeff Dickerson reported the Bears "have filed for the trademark to the phrase, 'Vamos Bears,'" in a push to further connect with their Hispanic fan base. The organization's "Vamos Bears" platform was conceived in '13, "when the club began participating in various community events and league-wide initiatives, such as Hispanic Heritage Month." The Bears also host an annual "Vamos Bears Day" at training camp (ESPNCHICAGO.com, 8/25).

THE GUESS HOOSIER: In Indianapolis, Anthony Schoettle reports Indiana Univ.'s eight-year, $53.6M apparel deal with adidas is worth "even more" than AD Fred Glass "expected to score when school officials started down this road a year ago." Glass said that his eyes "were opened after the school hired Chicago-based Navigate Research last year to do a year-long study of the school’s brand value." Based on the research, IU officials "asked for a more valuable apparel deal than they previously thought they could get." The agreement "also includes a marketing commitment" in which adidas will "co-brand with IU Athletics in marketing campaigns" (INDIANAPOLIS BUSINESS JOURNAL, 8/24 issue).

JOIN THE SCRUM: In Australia, Nick Walshaw reports 49ers RB and former National Rugby League player Jarryd Hayne could earn a "staggering" $8.59M annually in endorsement deals if he makes the team's final roster. Baker Street Advertising Senior VP & Exec Creative Dir Bob Dorfman said that apart from becoming the face of "energy drinks and sports cars," Hayne could also ink deals with Australian companies involved in the U.S. market such as Qantas, Foster's and Outback Steakhouse (Sydney DAILY TELEGRAPH, 8/25).