Sports apparel brand Crons has reached a two-year agreement with the Big South Conference to become the league's official apparel and uniform provider. Crons will be the exclusive provider of Big South Conference championship apparel and gear for fans, championship participants and championship teams (BSC). SBJ's Michael Smith reports while Crons has "provided uniforms and apparel to more than 400 high schools, this is its first conference partnership," though "another deal is in the works with the Atlantic 10." Crons also has a deal with th Robert Morris University with plans to grow its college business in 2010." Crons Founder Pat Cavanaugh said that the company has "boosted its marketing and advertising budget to well into the six figures for next year" (SPORTSBUSINESS JOURNAL, 10/26 issue).
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Owater Uses Its Label To
Highlight Athletes Like Ellsbury |
LABELING ATHLETES: AD AGE's Natalie Zmuda reports sports drink owater has put "athletes and the athletically minded at the center" of its marketing efforts since launching in '04. The company "works with an overall marketing budget" of less than $1M and "uses its best real estate -- its label -- to highlight" athletes including Red Sox CF Jacoby Ellsbury. Ellsbury is "one of the only endorsers to receive a small amount of money as compensation." owater Dir of Marketing Kim Stewart said the brand will "probably experiment" with radio ads in some markets. Stewart: "We'll probably look at outdoor in our more developed markets. We're not ready for a TV campaign, but you never know" (AD AGE, 10/26 issue).
BIG APPLE BOUND: ISP Sports has signed St. John's Univ. as its "newest sports marketing client." The deal, set to begin July 1, will see ISP "market and manage a variety of corporate sponsorship opportunities with St. John's, including live play-by-play radio broadcasts for men's basketball, game publications, signage in on-campus facilities and corporate hospitality events." ISP also will "serve as a sales representative for RedStormSports.com," and have "some commercial opportunities available for St. John's contests" at MSG (BIZJOURNALS.com, 10/26).
