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Volume 24 No. 116

Marketing and Sponsorship

Church & Dwight Co., Inc., maker of Arrid Extra Dry Anti-Perpsirant Deodorant, has partnered with Yankees P Mariano Rivera to launch the brand's new ad campaign. The commercial featuring Rivera will premiere tomorrow on YES Network during the Yankees' game against the Rays, and it will air more than 650 times from September through November. The ad will be seen nationally on networks including ESPN, TBS, TNT, Spike and FX. It will also air locally in N.Y. and Philadelphia during TBS' MLB postseason coverage (Church & Dwight Co.).

SOMETHING TO SAVE: Rivera yesterday became MLB's all-time leader in saves with 602, and's Mark Newman reported the Shop "launched an expanded area of commemorative items." In addition to T-shirts and hats, the official "602 collection also features the milestone listed in a 14x18 wall-hanging ... complete with game-used dirt and the official 602 emblem." There is also a signed Rivera baseball that includes the "inscription of '602 Saves' and 'September 19, 2011.'" A gold coin set is also available that features a "Highland Mint 24-karat item" that is "limited edition, with 602 minted." One coin features Rivera's "color image embedded in the center, and the other coin features the official 602 emblem" (, 9/19).

Retailers in New Orleans "can’t stock their shelves fast enough" with Saints gear, according to Naomi Martin of the New Orleans TIMES-PICAYUNE. Retailers said that this year “has been particularly busy, with some even tripling their typical offseason sales.” Aside from the Saints’ "newfound popularity following their 2010 Super Bowl victory, retailers point to another phenomenon that has boosted sales: in recent years, women have overtaken men as their primary Saints shoppers.” The demand for women’s Saints gear “has especially soared, causing New Orleans stores to rush in more orders of women’s clothing and expand their merchandise selection.” Lauren Thom, owner of the Fleurty Girl shop in New Orleans, said she carries “mock jerseys” to avoid NFL copyright infringement. At $35 apiece, Thom said that they have been her “biggest seller this season.” The shirts have "puns on players' names," like "Rock ‘n’ sprol" for RB Darren Sproles, and "Moore of dat" for WR Lance Moore. There still "remains the issue of what to do with the products that don't sell, namely, the jerseys of injured players or those who were traded." Some stores "have been left with huge inventories of Reggie Bush jerseys, for instance," with many selling these items "at discounted prices" (New Orleans TIMES-PICAYUNE, 9/19).


FAN-FRIENDLY SHOPPING: The Saints and Ticketmaster announced Friday that fans can purchase tickets at the Superdome on gamedays through the NFL Ticket Exchange by Ticketmaster. Saints’ season-ticket holders can post their tickets for sale on the NFL Ticket Exchange, and will have the availability to connect directly with patrons seeking tickets to the sold-out Superdome. The ticket holder will determine the price of the seats, which are available and can be obtained by discussing availability with the Saints' on-duty ticket department reps (Saints).

In Charlotte, Scott Fowler in a front-page piece wrote QB Cam Newton and WR Steve Smith “best symbolize the re-energized Carolina Panthers, the NFL team that has gone from afterthought to interesting once more.” Newton's No. 1 jersey is “the No. 1 seller in the Panthers' team store, leaping off the shelves at $85 apiece.” Store manager Steve Roznowski on Friday said, "We've sold a ton of them. Cam was already our top-selling jersey before Sunday, but it's definitely been a lot busier since that Arizona game" (CHARLOTTE OBSERVER, 9/18).

A NICE RING TO IT: U.S. nutritional supplement company MusclePharm has announced a two-year partnership agreement with UFC as the official nutritional supplement provider for the MMA organization. MusclePharm as part of the partnership will have exclusive in-ring placement, including its trademark MP logo on the Octagon mat and bumpers up to 10 times per year during UFC live events. The mat and bumper placements will be in place for the UFC's network TV debut on Fox Nov. 11. In addition, the partnership includes digital media activation and will include a MusclePharm nutritional section on the UFC homepage. MusclePharm also sponsors UFC fighters Anderson Silva, Quinton "Rampage" Jackson, Clay Guida and Rashad Evans (MusclePharm).

TAKEOUT OR DELIVERY? Dolphins RB Reggie Bush is the first pro football player to star in a Pizza Hut commercial in more than a decade, appearing in a new spot developed by The Martin Agency, Richmond.  Bush in the commercial joins two fantasy football owners on a couch and discovers one owner has traded him in exchange for a $10 supreme pizza (Pizza Hut).

INSURING THE WINGS:’s Devon O’Neil reported Red Bull North America “recently signed a deal with a renowned Southern California sports-medicine center to provide its entire athlete roster top-tier medical coverage.” DISC Sports and Spine Center, which also provides medical care to USA Volleyball, the NHL Kings and “some 1,500 U.S. Olympians through the USOC, now will do the same for more than 200 Red Bull athletes -- part of what Red Bull calls its ‘complete athlete performance program.’" Red Bull said that its partnership with DISC “is a first-of-its-kind allegiance for the company” (, 9/19).