Marketplace Roundup
 |
Volkswagen Signed New Four-Year
Renewal Of MLS Sponsorship |
Volkswagen has signed a new four-year renewal of its sponsorship of MLS, which began in '08. Volkswagen will continue as the league's official automotive partner (MLS). SPORTSBUSINESS JOURNAL's Tripp Mickle reports the deal "expands considerably" on the previous one-year pact and includes a "commitment to media buys with MLS broadcasters" ESPN, Univision and Fox Soccer Channel. Financial terms were not available. Volkswagen Sports Marketing Manager Ben Friedson: "For us, this sponsorship goes deep in terms of our positioning and marketing efforts to reach family and Hispanic audiences" (SPORTSBUSINESS JOURNAL, 3/16 issue).
BAILED OUT: CNBC.com's Darren Rovell reported GM, which will not use its luxury suites at Ford Field during the NCAA men's basketball Final Four, "won't have to pay for them, either." GM's Larry Peck, promotions manager for Buick, Pontiac and GMC, said the suites were "taken back into the NCAA inventory for resale and we were relieved of our obligation." NCAA Senior VP/Basketball & Business Strategies Greg Shaheen said, "General Motors never paid for the suites, nor was there any exchange for us to have them as part of our overall inventory" (CNBC.com, 3/17).
GETTING IN THE GAME: EA Sports said that Heat and Freestyle Interactive will team up to handle the company's "advertising and marketing chores." Both agencies have "worked for the company on various projects, promoting EA games," but their appointment "signifies their elevated status as EA Sports' lead creative partners across all game titles." EA Sports VP/Marketing Carolyn Feinstein said that the "ability of the shops to integrate online and offline efforts, as well as their strengths in communications planning, won the day" (ADWEEK.com, 3/13).
ROUNDUP: Kraft Foods last week took home the "top award" at the Promotion Marketing Association's annual meeting for its Oreo Double Stuf Racing League marketing campaign, which features Colts QB Peyton Manning and Giants QB Eli Manning (MEDIAPOST.com, 3/13)....Carib Brewery, KFC, First Citizens Bank and telecommunications company TSTT will give a combined $527,495 to Trinidad & Tobago in support of the country's effort to qualify for the '10 FIFA World Cup in South Africa (ANTIGUA SUN, 3/16)....Premium Golf Brands (PGB) has signed a multi-year deal to exclusively produce and distribute the Calvin Klein Golf line of apparel and accessories (PGB).
|
