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Volume 24 No. 112
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Marketplace Roundup

Vita Coco yesterday announced that MLB Rangers CF Josh Hamilton has agreed to an endorsement deal with the coconut water brand. Hamilton will join Red Sox 2B Dustin Pedroia and surfer Kelly Slater on the brand's athlete endorsement roster. He will be featured prominently in Vita Coco's U.S. marketing campaign, including billboard, radio, digital and in-store advertising, as well as social media and PR programs beginning this summer (Vita Coco).

Fowler’s Puma caps come in nine colors, and
are in high demand with young golf fans
RUN, RICKIE, RUN: PGA Tour Merchandise & Retail Manager Patrick Velasquez said that he “ordered eight boxes of the Puma ‘Rickie Fowler’ caps and they’re going fast” ahead of the The Players this week. Velasquez: “I expect them to sell out. As long as he’s in the top 20, we will probably sell about 250 to 300 hats. If he doesn’t make the cut, we might have a few left, but I don’t think that will be the case this week.” Velasquez added the hats are “definitely the hottest item on the shelf right now.”’s Michael Curet noted while Fowler is “partial to orange, each of the nine color varieties seems to be equally popular among the fans” (, 5/9).

WELCOME TO MOE’S! Major League Lacrosse yesterday announced that Moe’s Southwest Grille will be the official presenting sponsor of the ’12 MLL All-Star Game on June 30 at FAU Stadium in Boca Raton, Fla. The company’s logo will be prominently displayed on team uniforms, field signage board, video board commercials and in-stadium banners (MLL).

SERVICE GAME: Atlanta-based software and e-commerce services provider Ebix has signed a multiyear global partnership with tennis player John Isner, making him a brand ambassador effective immediately. Isner will wear an Ebix-branded patch on his right sleeve as part of the deal. The company will also title sponsor Isner’s annual charity event (Ebix).