SBD/May 19, 2017/Marketing and Sponsorship

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  • Patriots QB Tom Brady Signs Long-Term Deal With Luxury Car Brand Aston Martin

    Brady is going to build special one-off features into the '18 Vanquish S

    Patriots QB Tom Brady on Friday signed a "long-term partnership" with British luxury automaker Aston Martin for a series "called 'Category of One,' which will be debuting" later this summer, according to Olivia Vanni of the BOSTON HERALD. Brady "gets to put together his own take" on the '18 Vanquish S car model. The public will "get to see snippets of his creation little by little, as it comes together, with the final product being revealed this summer." Brady is "teaming up" with Aston Martin Exec VP & Chief Creative Officer Marek Reichman on the project. Vanni notes Brady already drives the new '17 Aston Martin DB11 (BOSTONHERALD.com, 5/19). AUTOMOBILE MAGAZINE's Conner Golden notes Brady is "going to build special one-off features into the car, most likely including colors, wheels, interior touches, and bespoke design flourishes" (AUTOMOBILEMAG.com, 5/19). Aston Martin North America President Laura Schwab said that it "might be hard to tell if Brady's connection helps sell" the car, which starts at $211,995. ESPN.com's Darren Rovell notes only 12 of Brady's '18 Vanquish S cars "will be made and sold to the public" (ESPN.com, 5/19). FORTUNE's Daniel Bentley writes Brady is "somewhat selective about the brands he'll endorse." Brady's endorsement portfolio includes Under Armour, Tag Heuer, UGG boots and Purple Carrot meal kits (FORTUNE.com, 5/19).

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  • Hoosier Pride: Pacers' Jeff Teague Sponsoring Buddy Lazier's Indianapolis 500 Entry

    Pacers G Jeff Teague is sponsoring IndyCar driver Buddy Lazier's entry in the Indianapolis 500, which will see Lazier's Chevrolet "sport number 44, a Team Teague sticker and the Factory at D1 Sports decal," according to Jim Ayello of the INDIANAPOLIS STAR. D1 is the name of the 33,500-square-foot, state-of-the-art gym Teague is "opening in Indianapolis." Teague's business manager, Jamel Barnes, said his client "couldn't pass" on the opportunity. Barnes: "It’s perfect timing. Hometown kid. And he has the facility opening in a few months not too far from the speedway. ... Not many athletes, let alone a hometown kid playing for the hometown team have their own logos and decals on an Indy 500 car." A sponsorship deal of this magnitude "can take months to complete," though this one "took only a few weeks." Ayello notes it "began with Bruce Bohlander, a sponsorship developer" making a "cold call" to Teague. As Bohlander "drove by Teague’s facility, he wondered what it was, jotted down the number off the sign and decided to make a call." He "left a message, and not long after, he was on the phone with Barnes, who was thrilled with the idea" and three weeks later the deal "was done." Lazier said that there is a "good chance he would not be participating" in the Indy 500 if the deal with Teague "didn't happen." Lazier said that he "expects Teague, who is 'obviously a fan of motor racing,' to pay a visit to the team and the track in the coming days" (INDYSTAR.com, 5/19).

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  • Goodyear Already Reaping Benefits Of Cavs Deal As James Dons "Wingfoots" Throwback

    James said he just received the jersey this week as part of the partnership

    Goodyear's deal to place an ad on Cavaliers jerseys beginning next season is "paying off" already, as Cavs F LeBron James on Thursday "wore a throwback, Goodyear Wingfoots jersey" to practice, according to Joe Vardon of the Cleveland PLAIN DEALER. It was a No. 2 jersey with Cavs G Kyrie Irving's name "on the back." James said that he "just received the jersey this week as part of the Cavs' new partnership with Goodyear and Turner Sports." A Goodyear spokesperson said that each Cavs player was "given a jersey with his own name and number as a gift commemorating the new partnership." The spokesperson said, "The hope is always get exposure like this, but we had no idea he would be wearing it in post practice interviews." The Goodyear Wingfoots "were a professional basketball team and winners of the first championship in the National Basketball League" in '38. The jersey on James' back was from the '64 AAU championship Wingfoots team (Cleveland PLAIN DEALER, 5/19).

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  • MLB's Apparel Deal With Fanatics, Under Armour Slated To Begin Earlier Than Anticipated

    MLB’s apparel and licensing deal with Fanatics and Under Armour will be accelerated following Fanatics’ acquisition last month of VF’s licensed sports group that includes the Majestic Athletic brand. The deal, originally slated to take effect with the ’20 season, will now see the debut of licensed fan gear from Fanatics and UA in ’18 and the on-field uniforms from UA starting in ’19. “The timetable has been moved up. We’re really excited about the prospect of that change taking place more quickly than we originally thought,” said MLB Commissioner Rob Manfred on Thursday at the league’s quarterly owners' meeting in N.Y. (Eric Fisher, Staff Writer). In Lehigh, Jon Harris notes VF first announced the "agreement to sell the division to Fanatics on April 4." On Thursday, Fanatics and Under Armour indicated the VF Majestic plant in Palmer Township, which has been the longtime producer of on-field MLB uniforms, "remains an essential part of their partnership with MLB" (Allentown MORNING CALL, 5/19).

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  • Applebee's Tops Impressions For New Ads Debuting May 8-14 During Sports Programming

    Applebee's' "Perfect Pairing" spot gained the most visibility of any commercial that debuted from May 8-14 during sports programming, a week dominated by NBA and NHL playoffs, according to an SBJ/SBD analysis of data from real-time TV ad attention analytics company iSpot.tv. The ad, via by Grey Global Group, netted 59.1 million impressions in U.S. households across national linear (live and time-shifted), VOD, OTT and local TV. It was the only linear spot run by the casual dining restaurant last week, and it generated an estimated $2.42M in ad value for the brand. It aired 24 times during NBA programming. Meanwhile, McDonald's was the NHL's top advertiser during the week, lead by "Inspiration" app offer. The brand spent $2.2M in advertising during NHL and NBA programming over the seven-day span.

    NEW ADS WITH MOST IMPRESSIONS DURING SPORTS TELECASTS (MAY 8-14)
    BRAND (SPOT)
    IMPRESSIONS
    AIRINGS
    Applebee's Big and Bold Grill Combos ("Perfect Pairings")
    59,100,523
    89
    McDonald's Signature Crafted Recipes ("Inspiration: App Offer")
    29,571,744
    43
    Burger King Chicken Sandwiches ("Something Extra")
    24,447,379
    83
    2017 MINI Countryman ("Quotes")
    24,599,869
    47
    Infiniti Spring Event ("Driving Test")
    24,069,605
    201

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