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Marketing and Sponsorship

MetLife Ending Use Of Blimps At Sporting Events, Reviewing Other Sponsorships

MetLife is "breaking ties with Snoopy, dropping the cartoon character that has served as its logo for the past 31 years," and it will no longer "use blimps for aerial coverage of sporting events," according to Alex Myers of GOLF DIGEST. That includes the "approximate 25 PGA Tour events 'Snoopy One' and 'Snoopy Two' visit each year." In addition to being the official life insurance provider of the PGA Tour, MetLife has also "served as the tour's official aerial coverage provider." Regarding a possible new provider of aerial coverage, a PGA Tour rep said, "We are in discussions" (GOLFDIGEST.com, 10/20). The WALL STREET JOURNAL's Leslie Scism reported MetLife, which has the naming rights to the Giants' and Jets' home field, is "reviewing future sponsorship activities." In addition to dropping Snoopy and the other Peanuts characters, MetLife is moving to a new logo that will show the company's name "in a slightly different typeface and in black not blue, accompanied by a new blue and green 'M' symbol" (WSJ.com, 10/20).

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