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Volume 24 No. 156

Marketing and Sponsorship

Procter & Gamble today announced it is launching its biggest ad campaign ever, as "Thank You, Mom" will focus on "thanking mothers of Olympians and would-be Olympians around the world,” according to Tanzina Vega of the N.Y. TIMES. The campaign is a “broader extension of the mothers campaign” created by Wieden & Kennedy for the ’10 Vancouver Games. The campaign includes “digital media, print and television ads and a mobile application.” The cornerstone of the campaign is an 80-second TV spot "showing the mothers of young athletes preparing them for their day.” The spots feature “mothers and children (played by actors) in four Olympic cities past, present and future: Los Angeles, Beijing, London and Rio de Janeiro.” Different versions of the ad “have been produced for specific countries, including China, Brazil and Russia.” P&G leading up to and throughout the London Games will also "show a series of minidocumentaries called 'Raising an Olympian,' which will tell stories about how mothers raise their children to be Olympians.” The documentaries will begin in “early May online, including social media sites like Facebook and YouTube.” Consumers can also use the “Thank You, Mom” mobile app to “upload videos, photos or texts to send messages of thanks to their mothers.” In addition to supporting the mothers of athletes, P&G will sponsor 150 Olympic and Paralympic athletes (and hopefuls) for the '12 Olympic and Paralympic Games. Some of the sponsorships “will include the athletes in commercials for certain Procter & Gamble products.” An upcoming commercial for Pampers will feature beach volleyball player Kerri Walsh and a spot for Gillette will feature track athlete Tyson Gay and swimmer Ryan Lochte (N.Y. TIMES, 4/17).

Dr Pepper Snapple Group has signed a seven-year deal to become the Bears' new official and exclusive soft drink partner. The deal is at the Bears' top HOF partner level. This is the first NFL exclusive for Dr Pepper Snapple, which shares the Cowboys with Pepsi, and the company will activate with lead brands Dr Pepper and RC Cola. RC Cola will also entitle the Bears training camp. Dr Pepper Snapple replaces Coca-Cola, which has been poured at Soldier Field for so long that the team has no records of when that relationship began. The company is generally heavy in college sponsorship assets. "They were aggressive in going after this and from what we have seen, they will be even more aggressive taking it to market," said Bears VP/Sales & Marketing Chris Hibbs. Snapple products will also be available in Soldier Field. The beverage maker will support with retail promotions and significant buys across Bears media partners, along with an outdoor campaign (Terry Lefton, THE DAILY). In Chicago, Danny Ecker cited sources as saying that the deal is worth $3M annually. The Bears "plan to open a new 'Dr Pepper Patio' this season in the south stands of Soldier Field." The new area will "include live entertainment, new food and beverage options and a lounge area among other amenities." Hibbs said that the team had "no intention of leaving Coca-Cola after its most recent contract with the beverage giant ended in February, but Dr Pepper's strong demographic impact in Chicago made it a good fit." Dr Pepper Snapple Group Corporate Communications Manager Chris Barnes said that "detailed advertising plans are still in the works" (, 4/16).

Nike and Boise State Univ. have “agreed to a new six-year contract worth more than $6.24 million,” according to Brian Murphy of the IDAHO STATESMAN. The State Board of Education “will consider the contract at its meeting this week,” which if approved, will “be applied retroactively to Aug. 2011 and runs through June 30, 2017.” As part of the deal -- which includes all sports in one contract -- BSU will receive $6M worth "of product and equipment.” The contract “calls for an additional $75,000 per year in product allowance when the Broncos' football program joins the Big East” in '13. Nike will “pay the university $30,000 each of the first two years of the contract, $40,000 in the third and fourth years of the deal and $50,000 per year in the final two years.” It can reduce the payments "if there is a change in Boise State's football coach from Chris Petersen.” Nike will become the school’s "exclusive footwear, apparel and accessories sponsor." Murphy noted the teams, coaches and staff “are required to wear Nike product at games and events.” The deal includes “bonuses that Boise State can earn in certain sports” (, 4/16).

: In Boise, Cripe & Murphy report Petersen “has formed Chris Petersen Enterprises LLC, which will receive $250,000 per year under a licensing agreement that will allow Boise State to use Petersen’s name, image, voice, signature and other distinctive attributes for marketing, promotion and merchandising.” The exclusive license requires the coach’s “approval for each use and will be renewed for the life of the contract.” The deal is “part of Petersen’s latest five-year contract" that is worth $11,748,333 (IDAHO STATESMAN, 4/17).

The U.S. national soccer team primary uniform was unveiled yesterday, and the Nike-designed jersey “represented a dramatic departure for American soccer," according to Brian Straus of SPORTING NEWS. The U.S.’s "first-choice ensemble has comprised a white jersey, navy blue shorts and white socks” the majority of the past 25 years, but the “flag motif has returned.” For the next two years leading up to the ‘14 FIFA World Cup, both the U.S. men's and women's teams “will wear a red-and-white hooped jersey that, while distinctive, essentially rebrands both national teams.” Those jerseys will “be paired with dark blue shorts and white socks.” The men’s national team’s “away/secondary uniform, unveiled before February’s game in Italy, is all navy save for white sleeves.” The men will debut the new uniform May 26 during an exhibition against Scotland at EverBank Field, while the women will “wear the hoops for the first time when they meet China the following day at PPL Park” (, 4/16). In N.Y., Jack Bell noted the color blue “is reduced from dominant to complementary as the trim around the neck collar.” The jersey, “in continuing homage” to the ’50 World Cup win against England, has what Nike calls “a tonal sash to echo the same design” that team wore. The women’s jersey is “slightly more tailored” than the men’s, but both versions “will include the United States flag, the Stars and Stripes, inside the back of the neck.” The men’s jerseys will be “available at retail beginning April 26” (, 4/16). YAHOO SPORTS’ Brooks Peck wrote the jersey is “a lot for the eye to take in.” The fact that both the men's and women's team kits "feature the same design" comes after complaints "about the nurse vibe of the previous women's kit.” In addition to the U.S. kit, Nike also “released a new batch of Euro 2012 kits for Poland, France, Portugal, the Netherlands and Croatia” (, 4/16).

G'DAY, SOCCEROOS: The SYDNEY MORNING HERALD reports the Australian men’s national soccer team’s new home kit was released today, and the Nike jersey “has a traditional yellow body but includes a green stripe down the entire left side, which runs through the national coat of arms.” The right sleeve features “a smaller green stripe, which completes the stripe on the body of the shirt.” The new home shorts “are green with the Australian coat of arms on the bottom right leg, while the new home socks are yellow with 'Australia' on the back of each calf.” The uniforms will be worn for World Cup qualifying matches (, 4/17).

In Baltimore, Hanah Cho reports the NFL’s decision to allow casino advertising at stadiums “comes as Maryland's nascent casino industry begins to promote slots play to more gamblers.” Maryland Live VP/Marketing Mario Maesano said, “The announcement that the NFL made is very exciting for us. For those in the industry, we have been looking forward to something like this for years." TBC Advertising Exec VP Howe Burch said, “It's particularly important for the Ravens because of the emergence of the casino industry in Maryland.” Ravens Public & Media Relations Manager Patrick Gleason said that the team’s reps “handling regional partnerships and sales plan to reach out to area casinos” (Baltimore SUN, 4/17).

SHOP UNTIL YOU DROP: SPORTSBUSINESS JOURNAL’s Tripp Mickle reports Target “plans to promote its expanding grocery offerings at Charlotte Motor Speedway during this May’s Sprint All-Star Race and Coca-Cola 600.” The retailer, which has sponsored the speedway since ‘07, “will have nine branded vehicles that look like red Target shopping carts providing samples of grocery items in the campgrounds and parking lots at the racetrack.” The store “also will provide a Target Taste Shuttle that will ferry fans to its stores” (SPORTSBUSINESS JOURNAL, 4/16 issue).

JUST DEW IT: AD AGE’s Natalie Zmuda reported Mountain Dew “is amping up national TV buys, which could help it boost sales in underdeveloped markets around the country.” The brand is “nearly doubling its TV spend with the launch of the campaign and tagline ‘This is how we Dew.’” The launch spot for the campaign “features pro skaters and snowboarders, as well as race-car driver Dale Earnhardt Jr., country singer Jason Aldean and rapper Lil Wayne.” Zmuda noted it is “the type of work not seen from Mtn Dew in several years” (, 4/15).

: In San Diego, Mike Freeman reported Callaway Golf “has settled its long-running patent fights with rival Acushnet Co., the maker to Titleist golf balls and clubs.” The two companies “have been trading lawsuits over golf ball patents since 2006.” The companies “did not release terms of the settlement, other than to say no money changed hands.” As part of the agreement, each company “will have specific rights to make golf ball and club products under patents owned by the other." The deal struck late last week “ends all litigation between the companies” (, 4/16).