Group Created with Sketch.
Volume 24 No. 156

Marketing and Sponsorship

A company making its first appearance on a Super Bowl broadcast “is a rite of passage that has built -- or broken -- many a marketer,” according to Bruce Horovitz of USA TODAY. It can be “nerve-racking for first-timers, because there's no larger stage than the Super Bowl, which could have more than 110 million TV viewers, plus a social media audience that will amplify the buzz -- or criticism -- for weeks.” BBDO Creative Chief David Lubars, whose company is creating M&M's Super Bowl spot, said, "There is no middle ground on the Super Bowl. You either kill or get killed." Horovitz notes H&M will be a first-time advertiser this year and will roll out ads for free agent MF David Beckham’s line of body wear. H&M Dir of North American Advertising & Marketing Steven Lubomski said, “We’ve got everything we need to make this ad a success. We’ve got a global sports icon. The biggest stage in the world. And an amazing product” (USA TODAY, 1/18). AD AGE’s Emma Hall wrote H&M is “a surprising player in the Super Bowl ad lineup.” The Swedish company is “well-known for its tie-ups with big fashion names and celebrity style icons.” It has “produced collections with Madonna, Lanvin, Chanel designer Karl Lagerfeld, Stella McCartney and, most recently, Versace” (, 1/17).

ANOTHER FIRST-TIMER: Lexus is making its debut as a Super Bowl advertiser this year, and its 30-second spot that is scheduled to air in the first half will feature the '13 GS, which launches in February. A 15-second sneak-peek of the commercial can be seen on Lexus social media channels, including and The ads were created by Attik, a Lexus roster agency. Leading up to its Super Bowl commercial, the automaker is embarking on a unique social media activation called TweetDrive Engineered by Lexus (Lexus).

Golfer Ryan Moore has signed a multiyear deal with Arnie, a partnership between Arnold Palmer Enterprises and Quagmire Golf. The Arnie apparel line is inspired by the outfits Palmer wore during the '50s, '60s and '70s. Moore will wear Arnie during all competitions with a brand logo on his shirt, make appearances for the company and appear in marketing efforts (Arnie). Moore said he was approached by a rep from the clothing line last year and, “I pretty much instantly said yes.” Moore: “He showed me the ideas and the concepts and the clothing and just how it was going to use the classic looks of Arnold Palmer, but modernize it and make it with great materials and comfortable. I loved it and I was on board pretty much instantly.” Palmer said, "Ryan is just perfect for it." Moore said he will try to emulate the style that Palmer wore during his playing days. Moore: "That's very much the branding and the style of the clothing -- just taking a lot of his great looks and refining it and just making a whole clothing brand around it. They definitely have a lot of stuff to work with. I think he’s always had great style and I think to me he had that great still athletic look of golf, but with style, and I think that’s that balance I think that I want to achieve” (“Morning Drive,” Golf Channel, 1/18).

Grey Goose today announced that it has signed golfer Matt Kuchar as an endorser, with activation tied to Golf Channel's "Grey Goose 19th Hole" show. Kuchar will appear on the Jan. 26 season premiere of the show. He also will represent the vodka brand in all facets of its golf marketing program. This includes supporting retail POS, hosting meet-and-greet sessions at PGA Tour events and helping develop the Grey Goose Collection of golf gear (Grey Goose).

Bradley will serve as global ambassador for
Tommy Hilfiger golf line through '14
CASHING IN ON ROOKIE SUCCESS: The Tommy Hilfiger Group announced that golfer Keegan Bradley will serve as global ambassador for the Tommy Hilfiger golf line through '14. Bradley beginning this month will represent the brand by wearing select pieces from the men's golf collection. Tommy Hilfiger launched men's golf apparel in '94 and expanded into women's golf apparel in '00 (Tommy Hilfiger).

PRIDE IN THE PLAYERS: In Jacksonville, Ashley Gurbal Kritzer reported PricewaterhouseCoopers has "renewed its sponsorship of The Players." The accounting firm has "signed on to be one of the golf tournament's two 'Proud Partners' through 2017." Terms of the sponsorship "were not disclosed." The tournament's other Proud Partner is Jeld-Wen Windows and Doors (, 1/17).

SPEAKING FOR THE BRAND: Bridgestone Golf yesterday announced that it has signed a deal with broadcaster David Feherty to serve as a brand spokesperson over the next two years. Per the deal, Feherty will be featured in the company's latest ad campaign alongside Kuchar, Fred Couples, Davis Love III, Brandt Snedeker and Lee Trevino (Bridgestone Golf).

In Illinois, Orrin Schwarz notes as part of the jersey sponsorship deal between Quaker Oats and the MLS Fire, Quaker will provide the players "with breakfasts and snacks to help them fuel their performance throughout the season." One key partnership highlight "includes being the title sponsor of the Chicago Fire Juniors." In addition, Toyota Park will now "feature the 'Quaker Corner,' a seating section dedicated Fire supporters, where they can show their passion and love for the game" (Illinois DAILY HERALD, 1/18).

OUT OF DATE: In Sydney, Quayle & Hanlon note for a "long while, Roger Federer and Rafael Nadal have turned up to press conferences wearing their own, personalised Nike T-shirts." Novak Djokovic now has a personalized T-shirt as well, but there appeared to be a problem the shirt, which "had his nickname, Nole, emblazoned across the front." It included the phrase "Established 1966." However, that is the year apparel line Sergio Tacchini "was brought to life, not the 24-year-old Serb" (SYDNEY MORNING HERALD, 1/18).

SPLIT DECISION? Comcast SportsNet Chicago's "Chicago Tribune" yesterday included a discussion about a report that Magic C and adidas endorser Dwight Howard may turn down a trade to the Bulls due to the presence of fellow adidas endorser G Derrick Rose. The Chicago Tribune's Bob Foltman said, “Whether or not adidas is pulling the strings or how much effect they have there, it was an interesting theory. … How much weight that holds, who knows." Comcast SportsNet Chicago’s David Kaplan: “If a shoe company is getting involved to that degree, that’s a joke.” Foltman: “Would it surprise you?” Kaplan: “No. Those shoe companies are telling kids what colleges to go to” ("Chicago Tribune," Comcast SportsNet Chicago, 1/17).

SWIMMING ENDORSEMENT: Gold Medal-winning U.S. swimmer Janet Evans has signed an endorsement deal with swim brand Arena. Evans, who is attempting a comeback after retiring following the '96 Atlanta Games, qualified for the U.S. Olympic trials in the 400 and 800-meter freestyle events (THE DAILY).