SBD/August 16, 2017/Marketing and Sponsorship

Marketplace Roundup

In Columbus, Tom Knox reported Ohio State has "filed a trademark for '10th unit,'" the name football coach Urban Meyer "christened fans in an attempt to pump them up before big games." There are "nine positional units on the football team." OSU "filed the trademark for use in clothing, especially shirts, and for entertainment services during college football games and exhibitions" (, 8/15).

NEW FITNESS REGIMEN: In Phoenix, Mike Sunnucks reported the NFL Cardinals and their cheerleaders have "inked a new three-year sponsorship and marketing deal" with Scottsdale-based Mountainside Fitness. The fitness chain will get signage at Univ. of Phoenix Stadium, while the cheerleaders will "make appearances and practices" at Mountainside locations. Mountainside also will "sell Cardinals gear at its centers" (, 8/15).

WASH, RINSE, REPEAT: In Boston, Mark Shanahan reported Patriots TE Rob Gronkowski is appearing in a "new spot for the laundry detergent Tide wearing braided pigtails." Gronkowski's first ad for Tide "appeared during the Super Bowl" in February (BOSTON GLOBE, 8/15).
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