SBJ/Jan. 17-23, 2011/Coast to CoastPrint All
Celtics, Sun Life form partnership
Sun Life Financial will become an official partner of the Boston Celtics in a new deal announced last week. Sun Life will receive digital media and marketing assets as part of the deal, including courtside signage, in-game promotions, the rights to use Celtics official logos and marks, title sponsorship of the Celtics’ “ball kid,” tickets, and corporate hospitality opportunities.
A runner exercises along the Charles River near the Longfellow Bridge in Boston.
New Balance renewed a sponsorship agreement with the Massachusetts Department of Conservation and Recreation to ensure clear and safe running paths along the Charles River this winter. The partnership enters its second year less than four months before the Boston Marathon.
Celtics bring back Banner Moments
The Boston Celtics launched the second year of their Celtics Banner Moments program, an interactive and social media effort that encourages fans to share and describe their favorite moments in Celtics history. In March, the top 10 Banner Moments will be identified by members of the Celtics organization and posted on the team’s website.
IIHF sets attendance record
The 2011 IIHF World U20 Championship in Buffalo set an attendance record for an international hockey event in the United States. Organizers said attendance topped 330,000 for the 31 games of the tournament, which concluded earlier this month.
Bobcats, Wells Fargo extend partnership
The Charlotte Bobcats extended their marketing partnership with Wells Fargo, with the bank becoming the official community partner of the team. Wells Fargo inherited the relationship after buying Charlotte-based Wachovia Corp. at the end of 2008. The renewal also provides Wells Fargo with in-arena marketing and advertising rights.
Blackhawks plan Hull, Mikita statues
The Chicago Blackhawks plan to unveil statues of hall of famers Bobby Hull and Stan Mikita. The bronze, life-sized statues, which will be sculpted by the Fine Art Studio of Rotblatt Amrany, will be located outside of United Center.
Terrell Davis bottles ‘Mile High’
Terrell Davis, the running back who starred with the Denver Broncos during their Super Bowl victories of 1998 and 1999, launched his Mile High Salute Bar-B-Que Sauce in Denver last week. The sauce name is derived from Davis’ touchdown celebration moniker. Davis plans to donate a portion of the profits to the Terrell Davis Salute the Kids Foundation, the nonprofit organization he started 12 years ago.
FORT WORTH, TEXAS
TMS plans big tailgating area
Texas Motor Speedway is planning a new tailgating area called Pit Stop Park. At 146 yards long by 53 yards wide, the area will be larger than the size of an NFL football field and will have up to 76 reserved tailgating spots, rest rooms and a common area. Pit Stop Park is scheduled to be completed in time for the track’s NASCAR race weekend in April.
Lucas Oil naming NHRA facility
Lucas Oil Products acquired naming rights to O’Reilly Raceway Park in Clermont, Ind., according to a report in The Indianapolis Star. The park will now be known as Lucas Oil Raceway. Terms of Lucas’ multiyear contract with NHRA, which owns the facility five miles west of Indianapolis Motor Speedway, were not disclosed.
Greer Stadium tops in turf
The Tennessee Turfgrass Association named Herschel Greer Stadium and Nashville Sounds head groundskeeper Thomas Trotter as the recipient of the 2011 TTA Professional Field of the Year Award. Greer Stadium was chosen as the winner among all professional fields in the state with a natural grass playing surface and at least two full seasons of play.
Nets set for Russian culture at game
The New Jersey Nets will hold “An Evening of Russian Culture” presented by Aeroflot Russian Airlines when the team faces Russian star Andrei Kirilenko and the Utah Jazz on Wednesday at the Prudential Center. In addition, the Nets — owned by Russian billionaire Mikhail Prokhorov — and the Russian American Foundation held auditions for all Russian-speaking youth to perform the national anthem at the game.
Honor roll students earn Devils tickets
The New Jersey Devils are continuing their partnership with the Newark Public Schools this year by rewarding honor roll students in grades 3-12 with game tickets. Vouchers were distributed early this month to 3,500 honor roll students. The vouchers are redeemable for two free tickets to a Devils home game at the Prudential Center this month.
Magic piles on for pizza deal
Papa John’s and the Orlando Magic have teamed up to give Central Florida residents 50 percent off their online order the day after a game in which the Magic gets a win and scores 110 points. Fans do not need to attend the game for redemption, and the promotion is active after both home and road games.
Bimbo Bakeries also pledged to support youth soccer in the Delaware Valley.
Union to wear Bimbo logo
Philadelphia Union and Bimbo Bakeries USA struck a four-year partnership agreement that will put the baking company on the front of the Union team jersey and all team apparel. Additionally, the sponsorship gives Bimbo the right to use MLS league and club marks along with logos and marketing assets.
Kings begin ticket donation program
Players and staff of the Sacramento Kings donated more than 600 tickets to local youth and special groups for a Jan. 6 game as part of a seasonlong program to give away 10 times that many tickets. The first Kings for the Community Night is part of an effort called Kings for the Community, which is in its fourth season. Presenting sponsors are Wells Fargo and the U.S. Army.
Mascot “Leo” of Real Salt Lake greets a fan before a game at Rio Tinto Stadium.
Stadium late on property taxes
Real Salt Lake’s Rio Tinto Stadium in 2010 failed to pay its property taxes on time, according to a report in The Salt Lake Tribune. The taxes totaled more than $1.5 million. The report quoted Trey Fitz-Gerald, Real Salt Lake public affairs director as saying that the matter was “some sort of an oversight,” adding that “It should be paid within a couple of weeks.”
NLL Rock signs new sponsors
The Toronto Rock has several new names on their corporate sponsorship roster. PlayStation Canada, Bodog Network, Red Tag Vacations, Discount Car and Truck Rental, Booster Juice, Country Style Food Services, GP8 Sportswater and DHL are among the new partners joining the National Lacrosse League team this year.
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