The WALL STREET JOURNAL’s Jason Gay writes professional sports “are nothing if not an advertising vessel” as sponsors “invade nearly every inch of the action.” But there is “still a slice of taboo territory in U.S. sports: the uniforms.” This is “generally regarded to be a good thing; not too many people sit and watch a major league game and think the experience would be preferable if the players wore a fast-food hamburger ad on their sleeves.” Gay writes, “No matter what the NBA says, no matter how classy the sponsor is, the patches will be lame. ... Still, let's not delude ourselves that advertisements will ruin all uniforms. Many professional sports teams -- if not most -- are perfectly capable of ruining their uniforms all on their own” (WALL STREET JOURNAL, 7/25).
SHOOTING STAR: In Charlotte, Erik Spanberg wrote NFL Panthers QB Cam Newton’s “star is clearly on the rise” as next month he will begin “a regional advertising campaign with Carolinas HealthCare System.” Newton’s marketing agent, IMG’s Carlos Fleming, said that print, billboard, online and TV ads for the hospital system featuring the QB "will be the only ones he does this year for a regional company.” Another national endorsement deal, “with more of a lifestyle theme than hard-core sports, is set to be announced in the next few weeks.” Spanberg noted a new deal would be in addition to Newton's existing deals with Under Armour and Gatorade, which “pounced on Newton’s early success soon after last season ended.” Newton’s deal with UA “is worth a reported $1 million-plus annually.” Later this month, Newton also will “film an ad at Bank of America Stadium as part of the NFL’s ‘Play 60’ public-service campaign” (CHARLOTTE BUSINESS JOURNAL, 7/20 issue).
JOINING FORCES: Michigan State Univ. and Huntington Bank yesterday announced they have entered into a 10-year sponsorship agreement. Huntington’s investment will help fund the current $10M Spartan Stadium improvements project. The bank will receive sponsorship recognition on the scoreboards and video displays in football, basketball and hockey venues, including the new video scoreboard system that will be installed in Spartan Stadium for the ‘12 season. The bank also will receive title sponsorship of the Huntington Club and the Huntington Club Suites. The club and suite levels in Munn Ice Arena will be branded in a similar manner (Michigan State).
BACK TO SCHOOL: In Tennessee, Allen Gregory reported the Univ. of Northwestern Ohio announced Monday that it “will sponsor both the UNOH Perfect Storm 150 Whelen Modified event and UNOH 200 Camping World Truck Series event Aug. 22” at Bristol Motor Speedway. Track Exec VP & GM Jerry Caldwell on Monday also “unveiled a new ticket package that will allow local fans to watch the Aug. 22 doubleheader for just $20” (BRISTOL HERALD COURIER, 7/25).
