In N.Y., Natasha Singer reported the “pinking of America has become a multibillion-dollar business, a marketing, merchandising and fund-raising opportunity that is almost unrivaled in scope.” Cowboys Exec VP/Brand Management and President of Charities Charlotte Jones Anderson said that the team’s partnership with the Susan G. Komen for the Cure Foundation is “an example of synergistic co-branding.” Jones Anderson said, “We felt we could do our part in loaning our visibility to increase their visibility to a scale that was even larger.” Singer noted the partnership “enhances the Cowboys’ stature as a manufacturer of fashionable sports gear.” Anderson “designed the pink T-shirts and approached Old Navy to be the team’s retail partner.” This month, the line of pink T-shirts for women, men and children “is on sale at all 1,000 of the chain’s stores nationwide,” with 5% of the purchase price going to Komen. Old Navy President Tom Wyatt said that “in the first week of sales, the three top-selling items at Old Navy were pink Komen logo T-shirts.” Komen this year has “216 such corporate partnerships and expects about $50 million in revenue from them” (N.Y. TIMES, 10/16).
BANKING BUCS' BOUNTY: In St. Petersburg, Jeff Harrington reported Community Bank & Co. “has been named the official bank” of the Buccaneers “under a five-year marketing agreement.” Community Bank as part of the agreement “will offer Buc fan checking accounts at all 17 of its locations and run the ATMs at Raymond James Stadium.” The bank also “gains rights to use Buccaneers' logos and display signage throughout Raymond James Stadium.” The bank in a promotion running this season and next “will add $5 to a new Bucs fan checking account whenever the team wins a game.” Harrington noted the Bucs “have not had an official bank since an agreement with BB&T ended in 2008.” Community Bank has been “eager to expand its brand name and physical presence in the Tampa Bay area” (TAMPABAY.com, 10/14).
FLYING SOLO: In Ireland, Nick Webb noted Irish airline Ryanair “snubbed an approach” from EPL club Manchester United reps, who were “seeking to sell the low-cost airline a massive shirt sponsorship deal.” ManU officials reportedly “contacted Ryanair about the deal when former sponsor US insurance firm AIG imploded.” AIG was replaced as shirt sponsor by Aon last year at the start of the ’10-11 season. Ryanair CEO Michael O'Leary said that the airline “was offered the shirt sponsorship” for around $34.5M. He added, "It was too expensive for what it was worth to us" (IRISH INDEPENDENT, 10/16).
CHIPPING FOR CHARITY: The WALL STREET JOURNAL’s John Paul Newport noted the “notion of linking a golf tournament to an issue, rather than to charity (though some charities will still benefit), represents a new sponsorship model for the PGA Tour.” Next year's Humana Challenge on Jan. 19-22 “will be built around a weeklong health-and-wellness conference whose objective is to publicize the benefits of healthy lifestyles and to change behavior” (WSJ.com, 10/15).
