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Volume 24 No. 156

Marketing and Sponsorship

While Jets QB Mark Sanchez "remains the face" of the franchise, newly-acquired QB Tim Tebow "owns the early momentum as the franchise's new football and evangelical force of nature," according to Jim Corbett in a sports section cover story for USA TODAY. Cortland County (New York) Convention & Visitors Bureau Dir Jim Dempsey said that Tebow is “expected to draw 53,000 fans" and pump more than $5.8M into Cortland’s economy before the Jets break training camp. Corbett notes the team’s last trip to Cortland for training camp in ’10 “drew 41,000 fans” (USA TODAY, 7/27). ESPN’s Sal Paolantonio reported from Jets training camp on the campus of SUNY-Cortland and said a storefront in downtown is "obviously ready for one of the biggest icons in professional sports, Tim Tebow.” The broadcast showed the storefront window display that featured Tebow-branded merchandise, including a T-shirt that read “This Is Tebow Town.” Paolantonio: “I’ve been told by a number of people in town here, people who are involved in the Chamber of Commerce and also the business community, that they hope that Tim Tebow’s arrival here will generate a lot of fans and a lot of cash registers ringing downtown” (“SportsCenter,” ESPN, 7/26).

Under Armour Thursday unveiled new football uniforms for Northwestern Univ. to debut during the ‘12 season. The schools’ partnership with UA was announced in December and the company will outfit all teams in a multiyear agreement. The focal point of the football jerseys is a prominent stripe. Known as the “Northwestern Stripe,” the feature will be integrated for 19 sports teams (Northwestern Univ.). YAHOO SPORTS’ Jeff Eisenberg wrote the stripe “across the sleeves, chest and back is the most striking and unusual feature of the new Northwestern football uniforms.” The school’s signature thin-thick-thin striping pattern was “pioneered in 1928.” Most assumed the pattern “would go on Northwestern's socks or sleeves when Under Armour indicated it wanted the stripe to be part of the new jerseys, but the designers had a bolder option in mind.” Reaction to the jerseys has been “largely positive among Northwestern fans thus far” (, 7/26). In Chicago, Paul Banks wrote the uniforms incorporate “the famous arch at Chicago Ave on campus” as well. The team’s “slogan of W.I.N. What’s important now is stitched into the bottom.” The new look incorporates “a unique design aesthetic, taking inspiration from the different elements of the Northwestern campus, including the gothic-style architecture and intricate stonework.” These details are “strategically woven into the uniform through the font style and numeral design” (, 7/26).

BULLDOG BLITZ: In Jackson, Brandon Marcello notes Mississippi State Univ. will “keep it simple in the fashion department this season." The school Thursday released “images of its new home and away uniforms, which include a broad ‘banner’ stripe but no gaudy adjustments.” The maroon jerseys “for home games include a white stripe on the shoulders and a large ‘Mississippi State’ wordmark on the chest.” Away uniforms “will include white uniforms with a maroon stripe.” MSU also “added a maroon helmet with a white stripe down the middle, and a pair of silver pants.” In addition, the school will “unveil special uniforms in advance of its ‘Snow Bowl’ reunion game against Texas A&M on Nov. 3, and the Egg Bowl against in-state rival Ole Miss on Nov. 24” (Jackson CLARION-LEDGER, 7/27).

WALK LIKE A DUCK:’s Craig Morgan noted Univ. of Oregon RB Kenjon Barner took “a subtle jab at some of the other teams that have tried to copy Oregon’s fashion sense -- the Terrapins" of the Univ. of Maryland in particular. Barner said, “I look at teams and kind of wonder what exactly was the reasoning behind it. But everybody wants to be fresh, and everybody wants to be brand new and innovative, so I can see where you're coming from” (, 7/26).

Oilers RW Nail Yakupov, the No. 1 overall pick in last month’s NHL Draft, has signed a multiyear equipment and apparel deal with Warrior Sports. The deal includes helmet, stick, protective gear and undergear, said Ian Pulver, who represents Yakupov along with lead agent Igor Larionov. Pulver declined to discuss financial details. Yakupov’s reps had discussions with other equipment manufacturers before signing with Warrior, which was founded in ‘92 and acquired by New Balance in ‘04. “He liked their stick; he liked their product; he liked their message,” Pulver said of Yakupov's decision to sign with Warrior. The company plans to promote the endorsement through a multimedia campaign. Warrior has a number of sports sponsorships with athletes and teams around the world, including a kit deal with EPL club Liverpool.

The Rams named Boxing Clever, St. Louis, their advertising agency of record. The deal will encompass print, TV and radio ads, as well as promotions, events, social media and digital marketing. The firm's first assignment with the team will be to create branding and messaging for the '12 NFL season, including TV ads that Boxing Clever is already producing. The Rams' previous agency of record was WhiteSpace, Akron, which worked on miscellaneous marketing efforts in '10 and partnered with the team in '08 for its "Bring It" campaign (THE DAILY).

:’s Lee Spencer reported the Chevrolet Camaro “will compete in the NASCAR Nationwide Series beginning in 2013.” Chevy on Thursday “unveiled the Camaro SS at Indianapolis Motor Speedway.” The Camaro was “just re-introduced into the new car market three years ago.” In ‘10 and ‘11, Camaro “led its segment in sales and once again tops the chart in 2012.” While the ‘13 Camaro has “yet to hit the racetrack,” Chevy Racing Oval Track Group Manager Pat Suhy said that the teams “will be testing in earnest before the car debuts in competition at Daytona in February” (, 7/26).

MONEY MAKERS: Data from sponsorship measurement firm Joyce Julius shows that among auto brands during Sprint Cup Series telecasts (points races), Chevy tops all brands in exposure value to date with $57.62M. No driver received more exposure value in the first half of the Sprint Cup season than Jimmie Johnson, who has received $45.28M of exposure value, compared to Dale Earnhardt Jr., who ranks second with $44.91M in exposure (Joyce Julius).

: In Portland, Allan Brettman reports adidas Thursday “introduced the adizero Primeknit, its version of a one-piece knit upper running shoe.” This follows Nike's introduction in February “of the Flyknit running shoe.” The Primeknit construction “is virtually identical to that of Flyknit,” but Nike officials have “emphasized Flyknit’s sustainability features.” Primeknit appears to “feature the same environmental benefits,” but a news release from adidas on Thursday “emphasized the shoe's appearance” (Portland OREGONIAN, 7/27).