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Volume 24 No. 156

Marketing and Sponsorship

Kellogg to sponsor
USOC through '16
Two years after abandoning its sponsorship of the USOC, the Kellogg Company is back. The cereal company signed on as the official sponsor of the USOC through the '16 Olympics in Rio de Janeiro. Terms of the deal were not available, but official sponsors historically pay $10-15M over a four year period, which would put a five-year deal in the $12-18M range. Kellogg will have the right to feature the Team USA five-ring logo on cereal brands, toaster pastries, frozen waffles/pancakes, fruit-flavored snack pieces, cereal bars, cookies and crackers. Following the '08 Beijing Games, it coupled its USOC sponsorship with an endorsement of Michael Phelps that put the swimmer on the front of Kellogg's Corn Flakes and Frosted Flakes. Kellogg has a long history with the Olympics that included sponsoring the Games from '76-92 and the U.S. Olympic Team from '00-08. In an e-mail to USOC BOD members about the sponsorship, USOC CMO Lisa Baird wrote, "We are thrilled to welcome them back and look forward to working with them to create excitement for Team USA leading into the next three Olympic and Paralympic Games."

ESPN and MasterCard Worldwide are “joining forces for an extensive branded-entertainment project that is centered on soccer,” according to Stuart Elliott of the N.Y. TIMES. The partnership calls for four weekly episodes of a new series, “Capitales del Futbol,” or “Capitals of Football,” to be “shown across Latin America on four consecutive Sundays,” with the first airing yesterday. The series is “shown at the same time in 18 countries that speak Spanish as well as in Portuguese-speaking Brazil.” ESPN said that this is the "first simultaneous premiere of its type.” ESPN, production company 100 Bares and two MasterCard agencies -- McCann Erickson Worldwide and Universal McCann -- are developing the series, “a documentary-style look at four premier soccer cities: Buenos Aires, Madrid, Milan and Rio de Janeiro.” MasterCard branding is “interspersed in each episode,” and its commercials “will appear during each episode.” There are also microsites “devoted to the series, hosted by ESPN Deportes and billed as ‘presented by MasterCard’” (, 4/15).

Roush Fenway Racing on Saturday formally announced that both Greg Biffle and his primary sponsor, 3M, have renewed their contracts for three more NASCAR seasons. The new contracts will take 3M, Biffle and RFR through the '14 Sprint Cup season. Terms of the contracts were not disclosed (Roush Fenway Racing).'s Bob Pockrass noted 3M, an RFR sponsor for seven years, will be Biffle's primary sponsor "for the bulk of the 36-race Cup schedule." But RFR execs said that they "have retained a few races each year for other potential sponsors" (, 4/17). Biffle acknowledged that he "took a cut in salary, considering the current economic climate."'s David Newton noted with Biffle now signed through '14, RFR "will turn its focus to retaining Sprint Cup points leader Carl Edwards." RFR President Steve Newmark yesterday said that he is "cautiously optimistic a deal can be reached with Edwards, the biggest free agent on the NASCAR market." Newmark: "Clearly our main focus is to have Carl continue to run for the championship, and hopefully we can get (sponsor) Aflac and Carl a championship this year" (, 4/17).

In London, Ron Lewis noted Wenlock and Mandeville "have been working solidly" since LOCOG introduced them nearly a year ago as the mascots for the ’12 London Olympics. The mascots “have connected well with children and their remit involves delivering the Olympic message to a generation that has not watched the Games before.” A LOCOG spokesperson said, “We were 100 per cent sure that young people would like them. We got a lot of feedback that they connected with their target audience.” In nine months, Wenlock and Mandeville “have clocked up 200 public appearances, seldom together” (LONDON TIMES, 4/16).

BRAZILIAN DELIGHT: WORLD FOOTBALL INSIDER's Matthew Grayson noted FIFA on Friday named Brazilian brand Nescau the exclusive confectionary partner for the ’14 World Cup in Rio de Janeiro, giving the company “local marketing rights.” The deal allows Nescau to sell “pre-packaged chocolate bars and ice-creams” in all stadiums for both the World Cup and the FIFA Confederations Cup in ’13. Nescau is Brazil’s “fourth company to come aboard for the Cup,” joining Marfrig, Oi and Banco Itau (, 4/15).

GET A GRIP: In Boston, Frank Quaratiello examines Adrian Gonzalez's relationship with Tater Grip, the San Diego-based form-fitting batting grip manufacturer with which the Red Sox 1B “signed a two-year, low five-figure endorsement deal” in October when he played for the Padres. Under terms of the partnership, Gonzalez receives “a percentage of every sale." Global Tour Golf Owner Craig Pollard, whose company manufactures and distributes the Tater Grip, said that he has “sold 10,000 grips.” A national ad featuring Gonzalez in March “got sales going and Pollard plans another ad campaign next month” (BOSTON HERALD, 4/16).

IN THE KNICK OF TIME: The N.Y. POST's Page Six reports Knicks F Amar’e Stoudemire “will appear in the latest round of ads” for ESPN’s “This Is SportsCenter” campaign, the “first time a Knick has been featured in them since Bill Bradley and Walter McCarty appeared in a cookout-themed spot 15 years ago.” The ad “will go live today” (N.Y. POST, 4/18).