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Volume 24 No. 155

Marketing and Sponsorship

Streakers during '12 London Games could
face huge fine or even jail time
New U.K. government guidelines state that streakers at the ’12 London Games will face fines of US$31,500 or “a possible jail sentence if they have a company’s logo painted on their naked body,” according to James Hall of the London TELEGRAPH. The U.K. Department of Culture, Media and Sport (DCMS) has published “strict guidelines that ban ‘advertising on the human body’ in order to prevent what it calls ‘ambush marketing’ during the Olympic or Paralympic Games.” DCMS said that it “has imposed the rules after streakers with corporate logos painted on their bodies targeted previous Olympic events.” It said that it “was regulating advertising and trading during the Olympics and Paralympics to ensure that the games ‘have a consistent look and feel,’ to protect sponsors against ‘ambush marketing’” (London TELEGRAPH, 10/14). In London, Matthew Beard noted unlike the “usual position with criminal offences, perpetrators of so-called ‘ambush marketing’ will be presumed guilty unless they can prove their innocence.” This will involve them “showing either that they had no knowledge of the activity or that they took reasonable steps to prevent it happening.” Amid concerns about "human rights" and the “reversal of normal legal presumptions, the DCMS claimed the legislation is ‘reasonable and proportionate.’" London-based attorney Nick Johnson said that the legislation “could catch not just ambush marketers but also official sponsors who go beyond their contractual sponsorship rights” (LONDON EVENING STANDARD, 10/13). The FINANCIAL TIMES’ Vanessa Kortekaas notes companies are “being urged to introduce ‘anti-ambush marketing’ policies before next year’s games to avoid staff being held liable for infringing Olympic legislation.” The advertising and street trading regulations for the Games “aim to define zones of controlled advertising around venues and to protect sponsors’ rights by deterring ‘ambushing,’ where other companies associate their brands with the Games” (FINANCIAL TIMES, 10/14).

LET'S GET TOGETHER: MARKETING magazine’s Loulla-Mae Eleftheriou-Smith reported Coca-Cola is “in talks with fellow sponsor Visa to introduce cashless payment vending machines to the UK during the Games, within the Olympic park.” Visa is “already working with two other Olympic sponsors,” as it “struck a partnership with Lloyds TSB in May that included a tie-up with Samsung's Near Field Communication (NFC)-ready handsets to promote cashless payments in the run-up to the Olympics.” Samsung is “expected to issue the handsets to athletes and to put them on general sale” (, 10/13).

Oklahoma Lottery says EA partnership
lets them reach 20-30 year olds
The Oklahoma Lottery will launch a pair of EA Sports-branded scratch-off games Oct. 20 titled “It’s in the Game,” which is the advertising slogan for EA Sports. A total of $800,000 will be available in instant cash prizes, including four top prizes of $15,000. Oklahoma Lottery Dir of Marketing Jay Finks said the partnership allows them to reach a "late 20's to early 30's demographic" that has historically tough for the commission to reach. It is the first sports license for the video game maker and was brokered by Georgia-based Alchemy3. The commission will pay a programming fee to Alchemy3 as well as a commitment to purchase merchandise, in this case approximately $25,000 for 400 games. Alchemy3 co-Founder Jeff Schweig said the game will include a second-chance promotion where players can win EA Sports title used on XBox, Playstation and Wii game consoles. The commission and EA will promote the launch Oct 23 at a charity game hosted by Thunder F Kevin Durant. The state ran a Thunder $2 scratch-off game from December '08-April '10, which generated $1.06M in sales.

SCENE DAILY's Bob Pockrass reported following the departure of driver Clint Bowyer and the movement of General Mills' sponsorship to Jeff Burton’s No. 31 car, NASCAR team owner Richard Childress "expects his organization to go from four to three full-time Sprint Cup teams” in ’12. Childress said that RCR "could field a fourth car on occasion for Austin Dillon.” Bowyer last week announced that “he was leaving RCR to join Michael Waltrip Racing after this season.” Childress Thursday said, “Right now, we are looking at three Cup cars, with an occasional Cup race (with a fourth car). Who knows what may come up between now and (next year)? I’ve had offers to race people and race drivers and have another full sponsorship with a driver” (, 10/13).

RENOVATING ITS DEAL: SCENE DAILY's Pockrass noted Dollar General yesterday officially announced it will sponsor Joe Gibbs Racing's No. 20 Sprint Cup car for 12 races in ’12, and while the deal appears “to be a good thing,” it also "could be looked at as a sign that primary sponsor The Home Depot wants to cut back from its 38-race commitment" to JGR and driver Joey Logano. JGR officials said that they “went to Home Depot officials about sharing the car with Dollar General and paying less for its sponsorship.” Team Owner Joe Gibbs: “It wasn’t Home Depot coming to us, it was us coming to Home Depot. … We’re planning on a long-term relationship for a long time with Dollar General.” He said that the “team has a ‘long-term’ deal with Home Depot." However, JGR President J.D. Gibbs "would only say that it’s beyond next year” (, 10/13). ESPN's David Newton said, “If you look at the model for most of NASCAR right now, most teams have more than one sponsor on the car, and this is just the way it’s going to be for the future on” (“NASCAR Now,” ESPN2, 10/13).

REACHING INTO ASIA: REUTERS’ Victoria Bryan cited a Puma spokesperson as saying that the German sporting goods company “plans to use a new Formula One partnership to gain consumers in Asia’s emerging markets and reassert its sports performance credentials.” Puma earlier this week “signed a deal to provide Formula One team Mercedes GP Petronas with a fire-proof racewear for drivers and pit teams, and to produce licensed apparel.” The Puma logo “will also be displayed on the 2012 Mercedes race car and teamwear” (REUTERS, 10/12).

SPONSOR NEWS: Ingersoll Rand will sponsor Front Row Motorsports’ No. 55 Ford Fusion driven by Travis Kvapil at the Bank of America 500 Cup race Saturday at Charlotte Motor Speedway (Ingersoll Rand)....Key Motorsports announced PrecisionWerx will be the primary sponsor of the No. 40 Chevrolet driven by Charles Lewandowski in Friday's Dollar General 300 Miles of Courage Nationwide Series race (Key Motorsports).

In Detroit, Jaclyn Trop reports Tigers and Lions merchandise “continued to sell fast last week, as both teams posted big victories.” SportsOneSource reported that Tigers gear “leapt to third” among MLB teams “from fifth place a week earlier, claiming 6.67 percent of sales by market share for the week ended Saturday.” Meanwhile, the 5-0 Lions “more than doubled their market share” in the NFL in the week leading up to Monday night's win over the Bears. SportsOneSource noted that the Lions “ranked 17th in merchandise sales among the 32 NFL teams, with 2.2 percent of the market” (DETROIT NEWS, 10/14).

FEELING SQUIRRELY: In St. Louis, Matthew Hathaway noted there is “money to be had in peddling squirrel gear" to MLB Cardinals fans "thanks to the Rally Squirrel frenzy.” Missouri-based grocer Dierbergs reported that the “first batches of ‘squirrel shirts’ at its stores sold out within hours on Saturday.” Cardinal Glennon Children's Foundation is “selling its own Rally Squirrel trading cards, shirts and hats that come with or without an attached squirrel tail.” The charity saw its merchandise “sell out at various businesses around town." At least “11 other T-shirt styles inspired by the bushy-tailed Busch beastie were listed on eBay Tuesday afternoon” (ST. LOUIS POST-DISPATCH, 10/12).

ROUNDUP: Burton Snowboards and MINI announced a partnership for the ’11-12 season with the car manufacturer serving as the presenting sponsor of the Burton Global Open Series. The two companies will also collaborate on more snowboard events throughout the upcoming season (Burton)….The Ravens announced ThompsonGas will serve as the team’s official propane gas partner to benefit the Ravens All Community Team Foundation (Ravens)….Phiten announced an endorsement deal with T'Wolves F Derrick Williams to serve as a brand ambassador for the company. Williams joins Knicks F Carmelo Anthony, Heat F Chris Bosh and Clippers G Eric Gordon as Phiten endorsers (Phiten).