An NBC Olympic exec said that NBCUniversal is "planning what will likely be its largest effort in advertising the Games" ahead of the '12 London Olympics. In the "first milestone" of the effort, NBC during its Thanksgiving Day Parade coverage will "highlight the Olympics." The net also will "capitalize on the large viewership" for the Super Bowl and NFL Playoffs by having its "marketing 're-emerge' for the months of January to February." NBC documents indicate the net plans a "mild increase" in Olympic promotion for March and April, "and will see a significant increase in May, June and July" (AROUNDTHERINGS.com, 7/29).

Michael Waltrip Racing has withdrawn its No. 99 Toyota from Saturday's NASCAR Nationwide Series Kroger 200 "because sponsor Boost Mobile wanted its paint scheme and sponsorship to remain associated" with the injured Travis Pastrana. Michael Waltrip said, "We understood that he might get hurt. I'm naive and when I think of Travis Pastrana, I think of Superman and I just assumed it would all be OK. ... We've waited a long time for someone like Travis Pastrana. I guess we'll just have to wait a little bit longer" (SCENEDAILY.com, 7/29).

When Boost, which is owned by Sprint, negotiated its deal with Pastrana Waltrip Racing, the company made sure to include some protections in case Pastrana injured himself and could not compete in the NASCAR Nationwide Series. In an interview before the X Games, Sprint Dir of Sports Marketing Tim Considine said, "When you associate with Travis, you're buying into his persona and his persona means he's going to go out at the X Games, the very weekend of his nationwide debut, and do a trick never before done in the X Games. We went into that with eyes wide open and you try to protect yourself within reason, but we understand he's going to be Travis and that's why we want to be with him" (Tripp Mickle, SportsBusiness Journal).

Several NBCUniversal websites had banner days yesterday amid the NFL's truncated offseason. ProFootballTalk.com yesterday had its best day ever in all key Web traffic metrics, with 5.3 million page views, 838,000 unique users and 1.3 million visits for the day. This marked the first time ever the site was over 5 million page views and the second day in a row it was over 1 million visits. Rotoworld, HardballTalk.com and the NBC Sports Talk App also set records in all key metrics. Rotoworld, like ProFootballTalk.com, set records for the second day in a row (NBCUniversal).

Real Madrid has agreed to a five-year sponsorship deal with Dubai-based airline Emirates. Club President Florentino Perez said, "I believe we are at the start of an intense relationship" (REUTERS, 7/29). Per the deal, Emirates becomes a partner and the team's official airline. The airline's roster of European soccer sponsorships also includes deals with Arsenal, AC Milan, Hamburger SV, Paris Saint-Germain and Olympiacos (GULFNEWS.com, 7/29).

The Yankees' third annual Hope Week was featured on NBC’s “Today” Friday morning. NBC’s Matt Lauer said the effort consisted of various charitable events, beginning with “a beach party in downtown New York City” for children who lost loved ones on 9/11. Yankees manager Joe Girardi and Dir of Media Relations Jason Zillo, who originally conceived the program, appeared in-studio with Lauer. When asked about the goals for the program in the future, Zillo said, “I just want it to go places, wherever that is. It doesn't have to be a baseball team. It can be a company, it can be a football team. ... A lot of people are reaching out to us, saying, ‘How can we get involved?’” (“Today,” NBC, 7/29).

The USSF has hired Juergen Klinsmann to coach the men's national soccer team. He will be formally introduced Monday in N.Y. and will make his U.S. coaching debut in an Aug. 10 friendly against Mexico at Lincoln Financial Field (WASHINGTONPOST.com, 7/29).

Acushnet announced that the completion of its sale from Fortune Brands to a consortium led by Fila Korea and Mirae Asset Private Equity was completed on Friday. The sale was first announced May 20 (Acushnet).

Bottled water producer Highland Spring Group has agreed to a multiyear "sponsorship and supply deal" with IMG Golf for three tournaments in the U.K. The deal covers the Ricoh Women's British Open, the Johnnie Walker Championship and the Alfred Dunhill Links Championship (SPORTSPROMEDIA.com, 7/29).

"The interview that I did and the comments that I made about Roger Goodell were inappropriate, at the least. They were way out of line, and I was speaking out of anger and frustration at the time" – Steelers LB James Harrison, on his comments about Goodell in Men's Journal (USATODAY.com, 7/29).

"No one doubts the success of the Premier League in revitalising English Football. But it has been accompanied by serious financial problems throughout the football league pyramid" – John Whittingdale, who chairs a parlimentary committee on U.K. sports, on the committee suggesting that England's FA overhaul its debt levels or face the possibility of legislation (FT.com, 7/29).

HBO.com Associate Editor Michael Gluckstadt: "So there's officially no Hard Knocks, despite the Patriots best efforts to put together the most interesting team to ever be filmed."

NHL Panthers President & COO Michael Yormark: "Bringing panthers hats to my daughter's camp right now. Every child needs to see RED!"

AP’s Jenna Fryer: "Somewhere @eddiegossage is writing #JG a check and a thank you note: Gordon considers Texas among 'the big four' in #nascar."

NFL Network's Rich Eisen: "Take his talents to North Jersey? RT @mattykyte: @richeisen I think ndamdi should have a 1 hr special like lebron but show it on NFL network."

If you see a tweet we won’t want to miss, send it to us at editorial@sportsbusinessdaily.com.

UFC heavyweight champion Cain Velazquez meets Real Madrid F Cristiano Ronaldo during the soccer club's practice session on the UCLA campus as part of its recent U.S. tour.

Watch The Clip

FRIDAY

The Mariners will host a tribute to the Sonics, featuring several former players and coaches, at Safeco Field prior to their home game against the Rays.  

SATURDAY

MLS Sporting KC will give away Teal Bunbury dolls to the first 10,000 fans at Livestrong Sporting Park for their night game against the Revolution.

SUNDAY

The White Sox will unveil a statue of former MLBer Frank Thomas at U.S. Cellular Field prior to their afternoon game against the Red Sox.

21 – Tiger Woods' world golf ranking heading into his expected return to pro golf in next week's WGC Bridgestone Invitational, his lowest ranking since Jan. 26, 1997 (AP, 7/29).