BMW takes VIP cue from Masters A-B to sports: Adapt to a new world The Lefton Report: Selling air Smithfield commits to NBC, NASCAR Microsoft adds NASCAR, Hendrick deals Event, experiential marketing roundtable Heineken adds buzz to MLS Rivalry Week Quicken Loans boosts military program Van Wagner to sell NFL field-level ads New daily fantasy to sponsor Eisen show
SBJ/September 5-11, 2011/Marketing and Sponsorship
Return of football could be part of Fenway Park anniversary
Published September 5, 2011, Page 12
Sam Kennedy announced the 2012 “Frozen Fenway” hockey date last week, one event being planned for the centennial.
STAR POWER: Coordinating talent for a commercial shoot can often be the most daunting part of the creative process. Imagine how many handlers it takes to coordinate nine Heisman Trophy winners for a production. Sources tell us that is how many assembled recently in New Orleans for Nissan House of Heisman branded-content vignettes as part of Nissan’s sponsorship of ABC’s college football schedule. Included in the Big Easy shoot were nearly enough Heisman winners to field a starting 11: Marcus Allen, Doug Flutie, Vinny Testaverde, Tim Brown, Barry Sanders, Charlie Ward, Eddie George, Troy Smith and Mark Ingram.
Bart Starr (left) and Roger Staubach, shown in 2006, are among the legends in Allstate’s “Hometown Heroes” program.
“This fits well with our mission to get our Hall of Famers out of the building and to their fans,” said George Veras, president of Pro Football Hall of Fame Enterprises.
As part of the deal, Allstate will also take the lead sponsorship of the Hall of Fame selection show on NFL Network the day before the Super Bowl. Van Heusen was last year’s HOF selection show presenting sponsor.
Considering that Long appeared in so many ads for Chevrolet and that former GM marketer Mark LaNeve is now Allstate CMO, this also could portend a broader marketing relationship for Long with the insurer.
COMINGS & GOINGS: After quietly selling media for NBC’s late-night “Poker After Dark” series for a year, Scott Becher has parlayed it into a new game of chance. He is now senior vice president of partnership marketing for Federated Sports & Gaming’s new five-tournament Epic Poker League, where former World Series of Poker Commish Jeffrey Pollack is CEO. The “other EPL” started play in Las Vegas in August and will continue through next May, with seven hours on CBS beginning Oct. 8 and 13 hours on the Discovery Channel’s new Velocity network starting Sept. 30. “Building a sports league from scratch is an opportunity I could not resist,” said Becher, who’s seeking a presenting sponsor for the league for low seven figures and other top-level sponsors for mid-to-high six figures. … Amos Dylan Varon moves to MSG, New York, as director of sports sales, reporting to Todd Melfi, the new vice president of sports sales. Varon worked for Brett Yormark at NASCAR and the New Jersey Nets for a total of seven years. … Former NBAer Brian Mieth is now vice president, new business development at integrated marketing agency Peppercorn. Mieth was vice president, sports marketing at corporate barter specialist Icon International.
Terry Lefton can be reached at email@example.com.