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Marketing and Sponsorship

Marketplace Roundup

This year marks the first time perennial Super Bowl advertiser Go Daddy "has not gotten its initial [commercial] scripts turned down by the network hosting the game," and company Senior Exec VP & CMO Barb Rechterman said that Go Daddy has "learned what networks will and won't accept." Rechterman: "We're starting to get a little more aware of what they're looking for and what will pass and what won't pass." She added, "In earlier years, we weren't buying a lot of television at that point. We were buying the Super Bowl." AD AGE's Brian Steinberg noted the company now "understands that certain dialogue or flashes of skin can trigger network honchos' greatest fears" (ADAGE.com, 12/8).

LOOK SHARP: Ralph Lauren will design "the official uniforms for the American team to wear" in the '12 London Games Opening and Closing Ceremony. It will mark "the third time Lauren has been the official outfitter for the American teams," having designed clothing for the '08 Beijing and '10 Vancouver Games. The U.S. Olympic collection will hit retail on May 15, "except for the opening ceremony clothing, which won't be unveiled until July." Ralph Lauren will also create "apparel and accessories for American athletes to wear in the Olympic village" (AP, 12/8).

IT'S IN THE STADIUM: MARKETING WEEK's Michael Barnett notes Electronic Arts has "launched a 'permanent pop-up' at [EPL club] Manchester City's Etihad Stadium, as part of a wider content partnership that will see a range of club-specific content developed." The structure, "located in the stadium’s City Square event space, houses Playstation 3 and Xbox 360 machines playing EA’s FIFA 12 game." The partnership also "sees two staff at EA’s FIFA headquarters in Vancouver, Canada, dedicated to producing game-related content around Manchester City, which forms part of the club’s three-year mission to increase engagement with fans around the world using digital channels" (MARKETINGWEEK.co.uk, 12/9).

FLYING HIGH:
Frontier Airlines announced Thursday it had inked a deal to extend its sponsorship as the official airlines of the Rockies for four additional years, from '12-15. Frontier’s sponsorship includes providing a majority of the team’s corporate and group travel (Frontier Airlines).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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