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SBJ/September 26-October 2, 2011/Marketing and Sponsorship
Sponsors warming up for activation around NYC Marathon
Published September 26, 2011, Page 10
Subway, Asics and Timex are among those getting programs ready for the ING-titled event.
New sponsors include Wonderful Indonesia, the tourism agency for the Southeast Asian nation, which is the world’s fourth most populous country. Indonesia shares the category with Andalucia Sports Bureau.
Each will participate in an International Taste of Travel event the Friday before the marathon, which will be run Nov. 6. Also new to the fold is Prestige Brands’ New-Skin, a liquid bandage and antiseptic in one, and Yurbuds earphones. The Magic Bullet handheld blender is coming as a hybrid sponsor/licensee and will produce a NYC Marathon-branded model for the many runners addicted to smoothies. All sponsors get media on a combination of national and local TV telecasts and with The New York Times, a marathon sponsor since 1997. Toting up her scoreboard, Crandall said that including rights fees and value-in-kind contributions to the organization’s bottom line, NYC Marathon sponsorship increased 30 percent this year over last from new partners.
TRUCKIN’: Fresh off a four-year renewal of its franchise position as the NFL’s official vehicle, GMC is expanding its activation in its second year of sponsoring the “Monday Night Football” tour. This year’s expansive program is held within a 120-by-120 footprint adjacent to shopping malls in “MNF” markets with a variety of football activities.
Fans are invited to test their football skills for a chance to win “Monday Night Football” game tickets, NFLshop.com gift cards and signed memorabilia. Active and retired NFL players from the local NFL teams will make appearances and sign autographs at malls in “MNF” markets in the weekend before games, where consumers can also sign up for test drives of GMC’s Acadia, Sierra crossover and Terrain and Yukon SUVs and qualify to win “MNF” tickets and other NFL prizes. Fans can try being a sportscaster with “MNF” talent Mike Tirico in a virtual broadcast booth. Adjacent lounges enable fans to watch football on big screens, and supporting cause-related programs fund Hispanic-themed Play 60 initiatives and build playgrounds in “MNF” cities. The activation will be supported through radio, digital and social media. Intersport, Chicago, handles for GMC.
Gone grape: Jeff Dubiel, formerly of Pepsi, is now EVP of marketing for The Wine Group.
Terry Lefton can be reached at email@example.com.