SBJ/May 15-21, 2017/Marketing and Sponsorship

Take the pair: Simms, Esiason line up for Investors Bank

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When Source Communications President Larry Rothstein called 16W Marketing partner Steve Rosner in mid-January and asked him to recommend someone from his talent stable to carry the ball for Investors Bank, Rosner had an alternative idea. Call it the BOGO of athlete endorsements. Instead of getting one former NFL quarterback with national broadcasting credentials, the bank signed a pair represented by 16W: Phil Simms and Boomer Esiason.

Each was on a short list of candidates Rosner originally had in mind. Everyone became convinced that two would be better than one.

16W Marketing represents Phil Simms and Boomer Esiason.
Photo by: SOURCE COMMUNICATIONS
Starting this week, the quarterback pair, who combined for 446 touchdown passes over a total of 28 seasons in the NFL, will appear in TV, print, out-of-home, social and point-of-sale ads for the bank, which has around 150 branches in the New York market.

Investors Bank has made a big enough radio buy on Esiason’s daily morning radio show on New York’s all-sports WFAN that it title sponsored the studio from which the program originates, in what’s described as a multiyear relationship. Additionally, the bank is establishing ties to the charities of Simms and Esiason.

Rosner has repped the pair for more than a combined 40 years.

A pair of 30-second TV spots will debut this month. There’s also more than a dozen content videos, hosted by Bonnie Bernstein, which will be distributed across social media channels.

The Esiason/Simms deal follows a Prudential Center/New Jersey Devils sponsorship that the bank signed late last year.

“That Pru Center deal lifted the bank’s exposure and credibility in a market where obviously there is a lot of media noise generally and enormous competition within financial services,” Rothstein said. “So the next step was to create something with a broad media platform to let the business community and consumers know who they were on both sides of the [Hudson] River.”

> STILL GAINING MOMENTUM: IPG’s agency sources tell us that Momentum Worldwide, which triumphed in last year’s biggest review by winning the SAP account, has emerged victorious in what will be one of this year’s largest, taking the Chevron account. After a review that stretched more than seven months, Momentum is now Chevron’s sponsorship and experiential agency of record.

The gas retailer’s portfolio includes sponsorships proximate to Chevron’s Northern California headquarters and its production facilities in Texas, including the Pac-12 Conference, San Francisco 49ers Foundation, Oakland A’s and San Francisco Giants. Other big-name sponsorships for Chevron include the Dallas Cowboys, Pittsburgh Steelers, Southern Cal and the Super Bowl LI Host Committee. Chevron also has title-sponsored the Houston Marathon since 2006.

Cleaning up and making sense out of that collection will be a big part of the assignment.

During the review, agencies were told to find ways to derive additional marketing value from those sponsorships, outside of tickets and hospitality. Chevron also was seeking enhanced measurement capabilities and associated sponsorship analytics. Competing agencies in the pitch included AdSport, which has worked with San Ramon, Calif.-based Chevron for more than a decade; WME-IMG, which also has done prior sponsorship work for Chevron; along with a handful of the country’s leading sports marketing shops: LeadDog Marketing/Chime, Momentum and Octagon.

Additionally, Momentum has won the experiential AOR business of Chobani yogurt without a review. A 6-year-old U.S. Olympic Committee rights deal is easily Chobani’s largest rights asset. GMR had the business, which Momentum took sans review, sources said.

Terry Lefton can be reached at tlefton@sportsbusinessjournal.com.

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