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Volume 24 No. 159

Marketing and Sponsorship

The PGA Tour yesterday announced Deutsche Bank has formally extended its sponsorship of the Deutsche Bank Championship by four years through ‘16. The announcement comes as the tournament celebrates its 10th anniversary this week. Deutsche Bank has been title sponsor since the tournament's Labor Day weekend debut at TPC Boston in ‘03. EMC Corp. also has renewed as the local presenting sponsor through ’16 (PGA Tour). In Boston, Michael Whitmer writes, “All signs pointed to the new deal, with Deutsche Bank Americas CEO Seth Waugh saying a month ago that a handshake agreement was in place.” The tournament has “always been held over Labor Day weekend, and since 2007 has been the second of four events in the tour’s FedEx Cup playoffs” (BOSTON GLOBE, 8/30).

Turner Sports yesterday announced that Bruce Springsteen and the E Street Band's song "Land of Hope and Dreams" will be featured as the musical accompaniment to a baseball highlight video to be shown during MLB coverage on MLB Network, Fox and MLB.com leading up to and during the '12 postseason. The spot, created by Turner Sports, will focus on some of the noteworthy performances from the '12 MLB season. It will air throughout the next six weeks and also will be featured on video boards at MLB ballparks (Turner Sports). In Newark, Mark Maurer notes the first video features Springsteen "strumming a guitar under overcast skies [which] is juxtaposed with baseball highlights and concert clips." Promos also feature "two of the year's perfect games thrown by" Giants P Matt Cain and White Sox P Phil Humber. While the video "shows the TBS logo emblazoned on the side of a moving train, other versions of the video will air on MLB Network, Fox and MLB.com leading up to and during this year's postseason, which begins Oct. 7" (Newark STAR-LEDGER, 8/30).

Basketball HOFer Patrick Ewing tomorrow is "relaunching his shoe company, Ewing Athletics," according to Darren Rovell of ESPN.com. The brand will "hit retail stores in New York on Friday and subsequently roll out in 33 stores nationwide before hitting Europe for the holiday season." Ewing said, "We're not going to mass produce and try to sell as many pairs as we can in the first year. We know that if we're patient, we'll do well for years to come." The first shoes "that will hit stores are dubbed the '33 Hi Retro.'" Ewing's signature is "on the tongue, heel and side and a '33' keychain comes attached to the shoe." The shoes "come in a box with an older picture of Ewing in the blue and white of Georgetown, where he led the Hoyas to a national title in 1984." The shoes "will retail for $100" (ESPN.com, 8/28). Ewing Athletic licensee GPF footwear President David Goldberg compared the two versions and said, "Every detail is the same. Take the height for example. A lot of times companies, when they bring a sneaker back, they slim things down because sneakers are slimmer now. But we kept these the exact same, from tongue to the strap" (GQ.com, 8/22).

NASCAR driver Carl Edwards yesterday said of a rumor that he will join Penske Racing next season, "There's been a lot of talk about me driving the 22 car. That's impossible. First of all, I haven't discussed that with anyone ever. And, two, I am contracted to drive the 99 car." Edwards added that he addressed the issue "because sponsors had heard the talk and asked the driver about his plans." The AP's Jenna Fryer wrote Edwards is a "centerpiece of Ford's marketing campaign," and it has "made sense that there could be interest in the No. 22 seat that opened when AJ Allmendinger was released after a failed drug test." However, it is "believed team owner Roger Penske is close to announcing a deal with Joey Logano" (AP, 8/29).

BY THE BOOTSTRAPS: ESPN.com's Darren Rovell noted there is a "humungous painting" of Patriots QB Tom Brady on a building across from N.Y.'s Penn Station, "commissioned by his sponsor" UGG shoe and apparel brand. Workers started painting the ad on Aug. 22 and it will "be completed by Saturday." UGG will be "rolling out a broader ad campaign next week" that will feature Brady in TV and magazine ads (ESPN.com, 8/29).

STAND BY YOUR MAN: In Milwaukee, Don Walker noted Waterloo, Wis.,-based Trek Bicycle Corp. "is standing behind" cyclist Lance Armstrong. Trek in a statement said, "Trek has had a long-standing relationship with Lance Armstrong and the Livestrong Foundation; as an individual he has made remarkable contributions to the sport of cycling and the fight against cancer. We are hopeful that Lance will continue to compete and make a positive contribution to the sport. Trek plans to continue to support Lance’s athletic endeavors and his efforts to combat cancer" (JSONLINE.com, 8/29).

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