Startup water brand uses NFL star power Busch, Boykin shake up business model Sponsors kicking off activation The Lefton Report Madden campaign tilts toward digital Yuengling finds fit with Childress Mazda signs up to Rock ’n’ Roll Change lets sponsors cut to the Chase Retailers buy into CLC platform Yonex re-signs Wawrinka
Upcoming Conferences and Events
SBJ/March 25-31, 2013/Marketing and Sponsorship
Chase putting the Fuse name, and its own, on the Forum
Published March 25, 2013, Page 11
The new name will combine the branding needs of Chase with those of Fuse, the MSG-owned music cable network, though not necessarily artfully.
|The former home of the Los Angeles Lakers is getting a new name with its renovation.
Those who aren’t fans of retrofitted naming-rights deals will have ample reasons to dismiss this one. Since MSG is recasting what was the home of the Lakers and Kings (from 1967 to 1999) as a music-only alternative to AEG’s Staples Center in downtown Los Angeles, we understand the Fuse connection. We also appreciate Chase’s desire for branding in Los Angeles to match some of what it has in New York. But combining all those into a singular moniker seems to be a case where more will be less.
> IN THE PINK: Longtime MLB official rights holder Rawlings is adding a bit more color to this year’s MLB Mother’s Day program with a pink ball that will add to the pink bats, gloves, shoes, wristbands and lineup cards in a program that dates to 2006 designed to raise awareness of breast cancer. Rawlings’ Mother’s Day baseball is white but has pink stitching and the image of the breast cancer ribbon. Other printing on the ball, including the commissioner’s signature, is also in pink.
> COMINGS & GOINGS: Adam Pennington, the founder and longtime CEO of Game Time licensed sports watches, has jumped to Sparo, which will develop a line of licensed timepieces under the aegis of longtime hard-goods licensee Rico/Tag Express. Development of the watches is in the early stages, as there were pictures but no product to show at the recent NFL Consumer Products Summit. Pennington said the new line of two women’s and eight men’s styles will range from $30 to a $150 chronograph and will initially ship in July with licenses from all four major leagues. … Paul Phipps, former MLS executive vice president and International Speedway Corp. CMO, is the new CMO at Visit Florida, the Tallahassee-based, state-owned tourism agency, where he’ll be armed with a budget that was $54 million last year and could grow to as much as $75 million this year. In leaving Florida State University, where he was general manager for Seminole IMG Sports Marketing and assistant athletic director, Phipps goes from working for IMG College to having IMG as a vendor, since Visit Florida buys sponsorship assets from IMG for both the University of Florida and Florida State. With an eye toward tax revenue and job creation, Visit Florida’s goal is to increase tourist visits from its current level of 89 million people to 100 million. “Tourism is now the biggest industry in Florida, not development of agriculture, so we’ve got a lot of support from the state,” Phipps said.
Terry Lefton can be reached at email@example.com.