SBJ/November 5 - 11, 2007/This Weeks News

Wendy’s to title Portland tour stop

Wendy’s has signed a two-year agreement to become title sponsor of AST Dew Tour’s Portland stop, which formerly was titled by Vans. Sources valued the title package at $2.5 million to $3 million annually.

The deal gives Wendy’s category exclusivity, more than 30 ad units on the 23 hours of tour coverage on NBC and more than 20 spots on the 10 hours of coverage on USA Network. Other TV inventory includes opening and closing billboards and branded vignettes during broadcasts.

Wendy’s also receives signage, hospitality and on-site and retail activation rights for all events.

The sponsorship agreement is part of Wendy’s effort to reach 18- to 24-year-old consumers. Its recent “red wig” ad campaign, created by Saatchi & Saatchi, and first mobile sampling tour launched this year to reach younger customers.

“Our target audience now is a younger consumer demographic,” Wendy’s spokesperson Bob Bertini said. “This is a sport that’s gaining momentum and popularity. It’s an excellent fit for that target audience.”

Bertini said Wendy’s has not made any decision about how it plans to activate, though it hopes that it can incorporate its mobile sampling program into Dew Tour events. Its agencies include Momentum, and Bertini said he doubted the company would hire an action sports agency to help develop its activation.

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