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ISC Renews Deal With Geico That Includes Naming Rights To Restart Zones At 11 Tracks

Published in SportsBusiness Daily on 10 / 21 / 16

ISC on Friday announced a multiyear extension with Geico that includes a renewal of some current assets and the addition of some notable new ones. With the deal, whose financial terms were not released and which is not exclusive in the insurance category, Geico will continue entitling Talladega Supe...

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Tags: Marketing and Sponsorship, Geico, International Speedway Corp.

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Super Bowl To Feature Wireless Ad Targeting

In N.Y., Nick Wingfield reports in a front-page piece a "new kind of advertising -- personalized and based on physical location down to a matter of feet -- will greet fans in Times Square and MetLife Stadium" during the days around Super Bowl XLVIII. The NFL has "sprinkled tiny wireless transmitters ...

Tags: Marketing and Sponsorship

L.A. D-Fenders Sign Jersey Deal With Gatorade

The L.A. D-Fenders, the NBA D-League team owned by the Lakers, this week unveiled a jersey naming-rights deal with Gatorade that will see the company’s name etched onto the bottom of the D-Fenders’ jersey for the rest of the season. Gatorade is a longtime sponsor of the Lakers, so the D- ...

Tags: Gatorade, Marketing and Sponsorship, NBA

Guinness Ad A Victim Of IOC Rule 40

The Guinness commercial featuring U.S. Olympic biathletes Tracy and Lanny Barnes lasted 65 seconds and lived 48 hours, but it attracted 600,000 views and more than 4 million media impressions. The Diageo brand developed the spot in less than 10 days. It is the first, real-life story about people ...

Tags: Marketing and Sponsorship

Super Bowl Ads Taking More Mature Approach

The ads scheduled to run during Super Bowl XLVIII "promise something surprising: Maturity," according to Mae Anderson of the AP. There "won't be any close-up tongue kisses" in GoDaddy's ad, nor will there be "half-naked women running around in the Axe body spray spot." VCU creative brand manage ...

Tags: Marketing and Sponsorship, Super Bowl, NFL

Hendrick Still Searching For Earnhardt Sponsor

NASCAR team Owner Rick Hendrick will "wait patiently for the right sponsor to come along for Dale Earnhardt Jr., spending his own money or leveraging other business partners to fill the races for the sport’s most popular driver," according to Bob Pockrass of SPORTING NEWS. Hendrick for the sec ...

Tags: Marketing and Sponsorship, NASCAR

A&M, Seahawks Renegotiating "12th Man" Deal

Texas A&M interim VP/Marketing & Communications Shane Hinckley said that the school and the Seahawks "talk often and are already in discussions about the future" of their licensing agreement for the school's trademarked "12th Man" slogan, according to Kate Hairopoulos of the DALLAS MORNING N ...

Tags: Seattle Seahawks, NFL, Marketing and Sponsorship

'14 Boston Marathon Apparel Criticized

Early reaction to the "eye-catching new design" on the '14 Boston Marathon jacket "has been split," according to Jill Radsken of the BOSTON GLOBE. The '14 Celebration Jacket is a "fluorescent orange with contrast blue and white striping around the shoulders and across the back." Boston Athletic Asso ...

Tags: Marketing and Sponsorship, Adidas, Boston Marathon

Marketplace Roundup

ADWEEK's Emma Bazilian noted JCPenney over the next few weeks will be "encouraging customers to round up purchases to the nearest dollar to support" the USOC. To promote the campaign, JCPenney "came up with an extremely random but also sort-of-genius concept: an Olympics-themed remake of Blacks ...

Tags: Marketing and Sponsorship

A-B Buys Extra 30 Seconds Of Super Bowl Ad Time

Anheuser-Busch has "tacked on another 30 seconds" to its Super Bowl XLVIII media buy, giving the brewer a total of four minutes of ad time, according to Matthew Hibbard of the ST. LOUIS BUSINESS JOURNAL. The extra time "will be added to Budweiser’s 'Hero’s Welcome' ad, bringing the t ...

Tags: Super Bowl, Marketing and Sponsorship

Lynch Signs Endorsement Deal With Skittles

Seahawks RB Marshawn Lynch, who has long maintained an affinity for Skittles, has formally signed a deal to endorse the candy, marking the first time the brand "ever has paid an athlete," according to Darren Rovell of ESPN.com. Terms of the deal were unavailable, but in addition to compensating Lync ...

Tags: Marketing and Sponsorship, Skittles

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