AD AGE noted A-B InBev "will dedicate one of its Super Bowl ads to Shock Top for the first time ever." The move "marks a departure from the past two Super Bowls, in which the brewer used in-game ads to spotlight its two biggest brands: Budweiser and Bud Light." Those brands are "expected to still get air time in Super Bowl 50." But the Shock Top spot is "another signal that the wheat beer is stepping up its fight against MillerCoors-owned Blue Moon." Beer Business Daily "first reported Shock Top's Super Bowl plans" (ADAGE.com, 9/30).
JEWEL OF DENIAL: In Chicago, Kim Janssen notes Michael Jordan "is in settlement talks" with Chicago-based grocery chain Jewel-Osco for an "allegedly unauthorized use of his name" in an '09 issue of SI. Lawyers for Jordan and Jewel yesterday "confirmed that they are discussing a possible deal." While both sides "say they are ready and willing to go to trial in December, U.S. District Judge Gary Feinerman told them that, in the wake of the Dominick's judgment, they each may have an interest in a speedy resolution to the case" (CHICAGO TRIBUNE, 10/1).
MAKING A RUN FOR IT: Puma yesterday announced an endorsement deal with Jamaican sprinter Asafa Powell, a former 100-meter world record holder. Powell will be featured in global marketing activations promoting the brand's running training products, as well as campaigns leading up to the '16 Rio Games. The deal also will see Puma work with Powell to design a line of sportswear and spikes called "Sub-10 King." Fellow Jamaican sprinter Usain Bolt also endorses Puma (Puma).
UNDER THE LITE: Chicagoland Speedway yesterday announced a multiyear sponsorship extension that will keep Miller Lite as the official beer of the track and Route 66 Raceway through '18. The MillerCoors brand will continue to support all events at both tracks, adding to its Route 66 partnership with naming rights to the Rooftop Party Deck. Other assets include the Miller Lite Pit Stop beer garden and Miller Lite Turn 1 Party Deck at Chicagoland (Chicagoland Speedway).
