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SBJ/May 9-15, 2011/Marketing and Sponsorship
Performance-enhancing TV: SNY ads show impact of sports
Published May 9, 2011, Page 10
It’s all part of a new effort from the RSN and ad agency
In “Libido,” a 95-year-old man goes from doddering to pandering while watching SNY. By the end of the spot, his comely companion, at least 60 years younger, is reaching for the oxygen tank. In “Muscles,” a skinny man’s physique is transformed from slender to one befitting a pro wrestler, and he rips off his clothes to reveal a leopard-skin suit. “Sasquatch” depicts a pasty-faced guy who turns into a hairy Bigfoot while watching SNY. Associated 15-second promos resemble a test pattern and confirm to viewers that their testosterone levels have been adjusted to proper levels.
“They support our brand position of having more New York sports on air than anywhere else and we think they will stand up for quite a while on the air,” said SNY President Steve Raab. Other than the RSN’s own air, the ads will run on a variety of cable outlets, in news, late night, and sports programming.
GOING SWIMMINGLY: Michael Phelps is back in the pool with Subway restaurants. The multiple Olympic gold medalist shot some ads in late April in and around the pool at Loyola University in Baltimore that could air as soon as next month. Phelps “is extremely popular across all of our customer demo and has done as good a job as any of our athletes at driving home our healthy, active brand message,” said CMO Tony Pace. Also appearing in those ads will be Fox TV talent Jay Glazer.
NET GAIN: Esurance, which came on as a sponsor of the U.S. Open just before the tennis tourney last August, has extended and renewed its sponsorship of the auto insurance category through 2012. Added to the deal is the sponsorship of four U.S. Open Series events in Atlanta; Stanford, Calif.; Winston-Salem, N.C.; and New Haven, Conn. The deal includes Esurance support of U.S. Tennis Association media rights holders and USTA digital assets, and continuing support of the U.S. Open’s green initiatives.
COMINGS & GOINGS: Ethan Green has been hired as vice president of sponsorship at Citigroup in New York. Green has held marketing/sponsorship spots with WWE, the Dew Tour, Redmandarin and Compaq. He will report to Tina Davis, senior vice president of corporate sponsorships and marketing.
Terry Lefton can be reached at email@example.com.