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Lochte Scores First Endorsement Deal Since Rio Incident; 'Dancing With The Stars' Next?

Published in SportsBusiness Daily on 08 / 26 / 16

U.S. swimmer Ryan Lochte has signed his first new endorsement deal since his robbery scandal at the Rio Games, partnering with California-based Pine Bros. Softish Throat Drops. The 12-time Olympic medalist will appear in a series of commercial and print ads titled, "Pine Brothers Softfish Throat Dro...

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02/05/14
Marketplace Roundup

The WALL STREET JOURNAL's Sara Germano reports adidas yesterday sued Under Armour, "alleging it infringed on 10 Adidas patents used in the German company's fitness tracking system called miCoach." UA last year paid $150M to acquire MapMyFitness, and adidas' complaint alleges that MapMyFitness and ot ...

Tags: Marketing and Sponsorship

02/04/14
Wilson Already Seeing Benefits Of SB Win

Seahawks QB Russell Wilson remains under contract with Wisconsin-based American Family Insurance through the end of the year, but AFI Marketing Dir Myles Romero yesterday "wasn't ready to state definitively" that Wilson will appear in any additional commercials for the company, according to Lew ...

Tags: Marketing and Sponsorship, NFL, Seattle Seahawks

02/04/14
Coca-Cola, Cheerios Ads Draw Controversy

Coca-Cola's "It's Beautiful" spot is filling the role of this year's "Super Bowl ad that generates a bit of next-day controversy," according to Patrick Day of the L.A. TIMES. The one-minute spot "features children and adults from all walks of life, from across the country, singing 'America the B ...

Tags: Marketing and Sponsorship, Super Bowl

02/04/14
Super Bowl Roundup: Seahawks Gear In High Demand

In Tacoma, C.R. Roberts notes Seahawks Super Bowl XLVIII championship T-shirts at Northwest Embroidery in Milton, Wash., were "ready by noon" yesterday, and Owner Jim Mickelson's staff "had a difficult time keeping up with demand." Mickelson said, "As soon as we got a pile, they’re sold. ...

Tags: Marketing and Sponsorship, Super Bowl

02/04/14
Shaun White's Brand Keeps Evolving

U.S. snowboarder Shaun White since repeating as the Olympic Halfpipe Gold Medalist at the '10 Vancouver Games has "driven an evolution of his brand that has made him as much a celebrity as top action sports athlete," according to Rachel Axon of USA TODAY. White has become "a household name with witt ...

Tags: Marketing and Sponsorship

02/03/14
A-B Once Again Tops USA Today SB Ad Poll

Budweiser's "Puppy Love" commercial has "pranced off with the best-of-breed ribbon for Super Bowl commercials," marking the second consecutive year Anheuser-Busch has won USA Today's "consumer-judged Ad Meter," according to Bruce Horovitz of USA TODAY. It marks the "12th time in the past 14 yea ...

Tags: Super Bowl, Marketing and Sponsorship

02/03/14
Celebrities Prominent In Super Bowl Ads

Celebrities were "more prominent than ever" in this year's crop of Super Bowl ads, but the "way they were used varied from fun to flat to absolute splat," according to Jeanne Jakle of the SAN ANTONIO EXPRESS-NEWS. John Stamos and his “Full House” co-stars -- Dave Coulier and Bob Sage ...

Tags: Marketing and Sponsorship, NFL, Super Bowl

02/03/14
Super Bowl Ads Lack Shock Value

Most of the Super Bowl XLVIII ads "sought to invoke fuzzy feelings that would warm the cockles of consumer hearts," according to Stuart Elliott of the N.Y. TIMES. A Heinz ketchup commercial by Cramer-Krasselt "encouraged consumers to hum, 'If You’re Happy and You Know It.'" The "queen of n ...

Tags: Marketing and Sponsorship, NFL, Super Bowl

02/03/14
Disney Signs Seahawks' Smith For Classic Spot

Seahawks LB Malcolm Smith, who was named MVP of Super Bowl XLVIII, looked into the camera after the game and shouted, "I'm Going To Disney World!," as part of the production for Disney's traditional postgame spot. Smith is scheduled today for a parade at Disney's Magic Kingdom in Orlando in front of ...

Tags: Marketing and Sponsorship, Walt Disney, Seattle Seahawks, NFL

02/03/14
Tennessee Ready For Switch To Nike

Univ. of Tennessee athletics will "drop its partnership with adidas and switch to Nike in July 2015 for an eight-year deal" that is worth around $35M and could "bring even more money to UT," according to Ben Frederickson of the KNOXVILLE NEWS-SENTINEL. The "department-wide deal" will net UT $7.6M in ...

Tags: Marketing and Sponsorship, Nike, Adidas

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