Marketplace Roundup
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Yum Brands, Other Sponsors Likely To
Continue With Kentucky Derby Relationship |
Sports marketing execs said that they doubted Eight Belles' being euthanized following the Kentucky Derby "would damp enthusiasm for sponsorships" in the sport. In N.Y., Stephanie Clifford notes following NASCAR driver Dale Earnhardt's death in '01, "all the big sponsors stayed on board." Meanwhile, Derby presenting sponsor Yum Brands was "hoping for a brand lift from the race, but instead found itself on the defensive" after comments in Internet chat rooms "pilloried Yum for its seeming insensitivity" in postrace comments made by CEO David Novak on NBC that failed to note the filly's death (N.Y. TIMES, 5/7).
DOUBLES PARTNERS: Tennis Channel and California Giant Berry Farms (CGBF) have partnered to created "The Sweetest Match," a promotion surrounding the net's inaugural coverage of Wimbledon this summer. The effort includes a national retail campaign, multimedia outreach and a sweepstakes that offers the chance to attend the '09 event. The promotion launches Friday and runs through the conclusion of the tournament on July 6. Per terms of the deal, CGBF will place co-branded Tennis Channel messaging to promote the net's tournament coverage on 20 million packs of strawberries (Tennis Channel).
NOTES: Red Sox P Tim Wakefield recently extended his contract for another year as New England-based The Mortgage Specialists' spokesperson (BOSTON HERALD, 5/7)....Safeway has extended for two years its presenting sponsorship of the Golden Baseball League (GBL).
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