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Volume 24 No. 117

Marketing and Sponsorship

Depend, the adult incontinence brand by Kimberly-Clark, "takes a decidedly different approach" in a new commercial set to debut Monday that includes Cowboys LB DeMarcus Ware, Packers LB Clay Matthews and Patriots WR Wes Welker, according to Andrew Adam Newman of the N.Y. TIMES. The campaign is to "introduce brieflike products, Silhouette for Women and Real Fit for Men." After the players "reluctantly comply" to wear the product in the ad, they "run drills as the camera lingers on their form-fitting football pants, the absorbent undergarments undetectable." Another Depend ad features actress Lisa Rinna, and both commercials promote a new website, "The Great American Try On," where consumers can request samples. The company donated $75,000 on behalf of Ware, Matthews and Welker to the V Foundation, "which finances research for cancers, including prostate cancer, which players point out often leads to bladder dysfunction." The campaign is by Ogilvy & Mather Worldwide, N.Y., along with Organic, S.F. (N.Y. TIMES, 3/29). In Milwaukee, Duane Dudek writes under the header, "Sign Of Apocalypse? Clay Matthews Does Adult Diaper Ad" (, 3/29).

KPMG has signed a sponsorship deal with golfer Stacy Lewis, whereby she will wear the KPMG logo on her golf shirt and shirt collar beginning today with the LPGA Kraft Nabisco Championship at Mission Hills Country Club in Rancho Mirage, Calif. KPMG has also sponsored Phil Mickelson since '08. Lewis won the Kraft Nabisco Championship last year (KPMG). In L.A., Diane Pucin writes the deal is “not bad company for a young woman with one major title to her name.” Lewis said that it was “a feel-good moment for her when she was approached by KPMG.” She was “proud for herself and also for the LPGA Tour.” Lewis: “We’ve had a couple of years where we were struggling. To have a great company step up and see the value that our tour provides, not only to put a logo out there but to see the relationships and how we interact in pro-ams and entertain people, that’s how our tour is different.” KPMG Chair & CEO John Veihmeyer said, “Women are continuing to emerge in leadership roles in our company. We’ve had a great relationship with Phil and I felt something was missing in our golf sponsorship and what was missing was a relationship with the LPGA. … We want to send a very direct message to our women and the women clients that we serve" (L.A. TIMES, 3/29). In N.Y., Karen Crouse notes Lewis played golf at the Univ. of Arkansas, where “she completed her undergraduate degree in finance and accounting in five years" before turning pro in ‘08. Veihmeyer said that “education was a critical asset for women climbing the corporate ladder, which made Lewis’s background a plus.” Veihmeyer: “Stacy will help us both externally in the marketplace as well as internally with our continuing large emerging pool of women who are really becoming leaders in KPMG.” Lewis said that her career challenges “were not so different from those women working in an office setting.” Lewis: “You look at professional sports, women are still playing for a lot less money than men. We’re struggling to gain equal pay, and I know that’s an issue in the workplace.” She added, “It’s definitely hard to work up the corporate ladder. Just with my story and what I’ve been through, it provides a lot of inspiration for women” (N.Y. TIMES, 3/29).

COLOR ME HAPPY: Golfer Morgan Pressel Tuesday announced that she has “signed a new deal to represent the Lilly Pulitzer clothing line.” In California, Larry Bohannan noted Lilly Pulitzer is “a quite feminine and colorful line of clothing,” and based on Pressel’s outfits “the last two days, that seems an apt description.” Pressel won the ‘07 Kraft Nabisco Championship (, 3/28).

Tiger Woods may have won his first PGA Tour event in more than two years on Sunday, but America will "never quite forgive" him for his extramarital affairs, according to Jon Friedman of MARKET WATCH. The country "won’t fall in love with him all over again" even if he wins The Masters next weekend, and Woods will "never again be Mr. Madison Avenue." Woods "presents himself as an aloof, unlikable scandal-plagued golfer." He "seldom smiles in public and doesn’t seem in any way empathetic," and he is "only hurting himself by seeming so unappealing." Woods, for all his "worldliness and polish, doesn't seem to have a clue about how to get the public ... on his side." Friedman asked, "Does Woods understand that his greatest public-relations sin was making America feel foolish for swooning over him in the first place? We believed wholeheartedly in the (false) image that he foisted upon all of us. He made us feel like suckers." Woods "appealed to advertisers because even non-golf fans admired him." He "exhibited uncommon skill and exuded unusual drama on the links." He "seemed to have it all, and the fans wanted to identify with him." But since Woods "fell in disgrace, sports fans have moved on." We have "become obsessed" by Knicks G Jeremy Lin and Jets QB Tim Tebow. We "admire them for their Cinderella stories and their wholesomeness." They are "now our sports idols," while Woods "can never again hope to match their popularity" (, 3/28).

TWO REBOUNDING BRANDS? CNBC's Maria Bartiromo reported EA Sports “was one of the few sponsors to stick with Tiger Woods during his sex scandal and subsequent slump on the golf course,” and two days after his first PGA Tour win since '09, EA "is out with the 13th edition of the 'Tiger Woods PGA Tour' videogame.” Bartiromo asked, “Perfect timing for two battered brands?” CNBC’s Darren Rovell said it was “good timing” for EA just days after Woods won the Arnold Palmer Invitational, but “sales of just one game, which was the fourth-best selling game in the country in April of last year, isn’t enough to move the needle for Electronic Arts." The company's stock is "down more than 18% over the last three months,” but Rovell said there is “optimism on the horizon for EA.” Regional brokerage and investment banking firm Stifel Nicolaus is “now rating the stock a buy with a price target of $21, based off ‘Star Wars’ sales and the success of digital games in general." Rovell: "EA said earlier this month that there were 1.7 million active subscribers to the online game. EA sent $200 million building the ‘Star Wars’ game. But unlike the 'Tiger' game, which consumers buy and then use for however long they want to, players of ‘Star Wars’ pay $15 a month to continue playing” (“Closing Bell With Maria Bartiromo,” CNBC, 3/27).

NFL licensing officials and league licensees this morning offered a preview of a 10,000-foot Pop-Up Store in N.Y. that will open for the month of April and attempt to capitalize on the excitement around the NFL Draft. The Draft kicks off April 26 at Radio City Music Hall, seven blocks uptown from the store. More than 50 licensees have products in the store at 42nd Street and Sixth Ave. in Manhattan, just across from Bryant Park. Among the Draft-specific items on display were a “Commissioner Gnome” from Forever Collectibles, which has a gnome bearing little resemblance to NFL Commissioner Roger Goodell, holding up a jersey. Around half the store was open today, with the 5,000 square feet that will display products from new uniform licensee Nike and new sideline cap rightsholder New Era set to open next week. Part of New Era’s display will include a mock NFL Draft stage, on which shoppers can pose with the company’s new Draft Caps. “We’re doing this to grab all the energy from our new licensees" New Era and Nike, said NFL Senior VP/Consumer Products Leo Kane. Under Armour showed its expanded NFL Combine Line, which now includes womens' and kids' athletic apparel. Other licensed product in the space, which has a carpeted faux football field, included apparel from Outer Stuff, VF, Vineyard Vines and Mitchell & Ness. Hard goods licensees represented included Baby Fanatic, Style Pasifika, Pangea Brands and Wilson, which hold NFL game ball rights and will manufacture balls on site. Later in April, the Lombardi Trophy will be displayed at the store, followed by a showing of every Super Bowl championship ring. The store’s official opening is Monday, at which Goodell is scheduled to work behind a cash register. The store will be open from 10:00am-8:00pm daily through April 30. The last NFL Pop-Up Store was in New Orleans for the season kickoff after the Saints won Super Bowl XLIV.

TAKING ADVANTAGE OF THE EXCITEMENT: Kane said that the NFL ad licensees were sharing risk on the store, which is being operated by agency MKTG. “When the Draft went primetime two years, all the indicators zoomed up, but we had limited retail space there. Here, we can really take advantage of the excitement. ... I don’t know that we’ll do this every year, but for kickoff of next season, which will be here, and the Super Bowl in 22 months, you’ll probably see us do something." As for a more permanent retail storefront, like the NBA and NHL Manhattan storefronts, Kane said, “There’s always people asking, but this is more about taking advantage of a particular event than anything permanent and it’s a testimony to how big the draft has become."

Toronto-based Pizza Pizza and the Raptors “have combined for years on a points-for-pizza promotion that is normally a tasty hit with fans,” but after losing to the Magic on Monday, fans “opened up with lusty cheers in the dying seconds of the game as their club hit the 100-point mark, which left some explaining to do,” according to Mark Zwolinski of the TORONTO STAR. Under terms of the promo, should the Raptors score 100 points in a game -- win or lose -- "everyone in the house gets a free slice.” After hearing of the promotion, Magic coach Stan Van Gundy joked about the promo and said that fans should get a whole pizza. Raptors coach Dwane Casey said, “I heard what coach Van Gundy said and I agree. If we get 100 points, we should get a whole pizza. A slice is not enough for us to score 100 points. That’s a lot of labour for us to get 100 points. We should get a whole pizza. So let’s talk to the pizza company and make sure we get a bigger piece than just one slice.” He added, “It’s tough when your fans get more excited about a slice of pizza than us winning.” Pizza Pizza CMO Pat Finelli said that the “pizza-for-points affair has received a mention on ESPN.” Finelli: “I’m kind of speechless. It’s getting all this attention.” Zwolinski noted the pizza company “also stages variations of the promotion for the Blue Jays and Maple Leafs.” Finelli said, “We’ve done it probably 10 years now. I don’t know what’s different with this game. I think the fans just want to go away with something.” He added that he has “received numerous phone calls about Monday’s game, from both sides of the border” and if it “became a big enough issue, the pizza maker would consider altering the promotion.” Finelli: “I’m a Toronto fan and I’ve always been a team player. If they want to change it to maybe 100 points in a win, then sure, we’d look at it.” MLSE Exec VP & COO Tom Anselmi said that the fans “seem to like the promotion.” Anselmi: “It’s been harder to hit 100 points than in some years but our fans love it.” He added that MLSE “is not considering any changes to the promo” (TORONTO STAR, 3/28).

The EA Sports "Madden NFL 13" cover vote is down to 16 players after more than 8.5 million votes were cast since the start of the bracket phase on March 21. Fan voting continues this week to determine the final eight players. The following are the Round of 16 matchups (ESPN).

Panthers QB Cam Newton
Chargers TE Antonio Gates
Eagles RB LeSean McCoy
Cardinals WR Larry Fitzgerald
49ers LB Patrick Willis
Jaguars RB Maurice Jones-Drew
Jets CB Darrelle Revis
Giants WR Victor Cruz
Packers QB Aaron Rodgers
Seahawks RB Marshawn Lynch
Ravens RB Ray Rice
Saints QB Drew Brees
Lions WR Calvin Johnson
Texans RB Arian Foster
Vikings DE Jared Allen
Patriots TE Rob Gronkowski

TALKING TRASH: Jets CB Darrelle Revis and Patriots TE Rob Gronkowski made the rounds on various ESPN shows yesterday to promote the latest phase of the "Madden" tournament. Revis said he needs to beat Giants WR Victor Cruz because “we lost in the regular season to them. I gotta win” (“First Take,” ESPN2, 3/28). Revis said of his matchup with Cruz, “Here we go again with the New York versus the New York teams.” Meanwhile, Gronkowski said, "Everybody always talks about that curse, too. I believe I had my curse already, and it was my injured ankle going into the Super Bowl. I’m done with injuries for awhile.” ESPN’s Hannah Storm said, “This is a twist: The first curse-free cover guy, that’s what he’s saying here” (“SportsCenter,” ESPN, 3/28). Meanwhile, Texans RB Arian Foster defeated Jets QB Tim Tebow in the Round of 32 matchup. ESPN's Skip Bayless said he is "bombarded" by fans who do not like Tebow, and "those are the kind of people -- the gamers, the haters if you will -- who voted for the EA competition." Bayless: "They either say he can’t play or, ‘We’re sick of him!’ So it’s no real upset." ESPN’s Stephen A. Smith: "This is about football, and clearly, if it’s about football, (Tebow) should have lost" ("First Take," ESPN2, 3/28).