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Volume 24 No. 156

Marketing and Sponsorship

Broncos QB Peyton Manning became the “newest franchisee for Papa John's pizza, signing a deal to own 21 stores in the Denver area Friday, the same day the pizza maker also announced it had signed a multi-year contract to continue as the official pizza of the NFL and the Super Bowl,” according to Eddie Pells of the AP. Terms were not disclosed. Manning connected with Papa John's “for a promotion at the 2011 Super Bowl and has since been featured in commercials with founder and CEO John Schnatter.” The most recent ad shows Manning “goading Schnatter into offering a total of 2 million free pizzas to fans who win weekly drawings, doubling the number of freebies the CEO gave away last year.” During Sunday's Saints-Broncos game, Manning will “star in a new commercial stating that, as a new franchisee, he, too, now gets to give away free pizzas.” He also “gives fans information about how to join him in becoming a franchise owner.” Papa John's signed with the NFL in ‘10 and “has been expanding the partnership since then” (AP, 10/26).

EPL club Manchester United has bought out of its training kit partnership with DHL, according to the club's 20-F annual report filed on Thursday. The training kit deal, signed in August '11 and set to expire on June 30, 2014, now expires June 30, 2013. Financial terms were not available. DHL remains the club's "global logistics partner." ManU believes it can secure an increase for its training kit sponsorship. The club wrote in the 20-F annual report, "The significantly increased value of agreements concluded since entering into this agreement, such as our recent $559 million world record shirt sponsorship with General Motors, leads us to believe that there should be strategic opportunities to further optimize the value of these rights" (Christopher Botta, SportsBusiness Journal). The PA noted after ManU announced its four-year, US$51.6M deal with DHL, most experts "were astonished at the sum as it exceeded all the actual kit deals of their Premier League rivals outside of the elite group of present and past Champions League qualifiers" (PA, 10/25). YAHOO SPORTS' Brooks Peck wrote, "Perhaps the most impressive part of this whole thing ... is that DHL is willing to stay on as their 'global logistics' sponsor despite this slap in the face" (SPORTS.YAHOO.com, 10/25).

"SNF" viewers living in areas that are still considered battleground markets for the presidential election will see an increase in political advertisements this weekend, as media buyers for President Obama and Mitt Romney have stepped up their ad purchases over the past several days. It does not hurt that this Sunday’s Saints-Broncos matchup will be played in Colorado, still considered to be a toss-up state when election day rolls around. Fans watching KUSA-NBC’s coverage in Denver will see six spots: one from Obama, four from Romney and one from Republican PAC American Crossroads. Total cost to the buyers is $236,200. Over the past month, SBJ/SBD reviewed and analyzed more than 5,000 purchase orders, contracts and invoices filed with the FCC by stations in 21 markets covering nine battleground states from Aug. 2 to Oct. 12 -- documents that before a recent FCC mandate were available only by request at station offices. Our findings, published in this week’s SportsBusiness Journal, revealed that of the $13.59M spent during sports telecasts dating back to the Summer Olympics, nearly two-thirds was during NFL coverage.

AD SPEND ON NBC AFFILIATES FOR SUNDAY'S "SNF" AND "FNIA"
CANDIDATE
# OF SPOTS
TIME (MINUTES)
SPEND
Obama
19
12
$193,550
Romney
19
6
$203,750
Republican PACs
8
4
$96,750

MARKET (AFFIL) CANDIDATE
# OF
SPOTS
TIME
(MINUTES)
SPEND
Denver (KUSA) Obama
1
1:00
$60,000
  Romney
4
2:00
$131,200
  Republican PACs
1
0:30
$45,000
Orlando (WESH) Obama
1
0:30
$7,000
  Romney
-
-
-
  Republican PACs
1
0:30
$20,000
Tampa (WFLA) Obama
2
1:00
$13,400
  Romney
-
-
-
West Palm Beach (WPTV) Obama
2
1:30
$9,250
  Romney
2
1:00
$3,650
Jacksonville (WTLV Obama
1
0:30
$2,500
  Romney
1
0:30
$1,600
Winston-Salem (WXII) Obama
1
0:30
$2,200
  Romney
-
-
-
Raleigh (WNCN) Obama
-
-
-
  Romney
-
-
-
  Republican PACs
1
0:30
$2,400
Las Vegas (KSNV) Obama
1
1:00
$20,000
  Romney
1
0:30
$2,400
  Republican PACs
2
1:00
$19,000
Columbus (WCMH) Obama
3
1:30
$12,200
  Romney
NA
NA
NA
  Republican PACs
NA
NA
NA
Cleveland (WKYC) Obama
2
2:00
$48,000
  Romney
-
-
-
  Republican PACs
1
0:30
$4,000
Cincinnati (WLWT) Obama
2
1:00
$4,500
  Romney
-
-
-
Portsmouth (WAVY) Obama
1
1:00
$5,000
  Romney
5
2:30
$20,400
  Republican PACs
1
0:30
$1,800
Milwaukee (WTMJ) Obama
2
1:00
$9,500
  Romney
2
1:00
$9,500
  Republican PACs
1
0:30
$4,550
Miami (WTVJ) Obama
NA
NA
NA
  Romney
4
2:00
$35,000

NOTES: NA = FCC has not posted online the final paperwork for this week for that station.

MLB auto sponsor Chevrolet this weekend will light up the Palms Building, located across from Comerica Park, with a digital car-themed projection, part of a comprehensive activation plan for the company. Chevy also is sponsoring the World Series MVP trophy, the Roberto Clemente Award for community service to be presented Sunday, and an LED version of the Tiger's Old English 'D' logo to be illuminated on the towers of General Motors' HQs at Renaissance Center (Eric Fisher, SportsBusiness Journal).

KUNG FU STYLE: USA TODAY’s Lacques & Ortiz notes after Giants 3B Pablo Sandoval's three-home run performance in Game 1 of the World Series on Wednesday, “everyone wanted in on leveraging a piece of the Kung Fu Panda's historic night.” Panda hats, already a “common sight at home games, were again flying out of the team stores -- in black and white, but also orange and black, and pink, as well.” Mini stuffed pandas selling for $15 were “nestled next to official 2012 World Series stuffed animals,” and the panda was “clad in a Giants jersey with ‘Pandoval’ on the back” (USA TODAY, 10/26).

YO QUIERO: YAHOO SPORTS’ David Brown notes when Giants CF Angel Pagan stole second base in Thursday's Game 2, he “activated a Taco Bell promotion that will award a free Doritos Locos Taco to anyone who claims the prize at participating locations next Tuesday from 2 to 6 p.m.” Pagan after the game said, "Actually, bring [a taco] over here. I'm hungry right now" (SPORTS.YAHOO.com, 10/26). Within minutes of Pagan's steal, the chain and promotion held three different top 10 U.S. trending slots on Twitter (Fisher).

CAN YOU HEAR ME NOW? Research firm Joyce Julius & Associates found that AT&T as the naming-rights sponsor of the Giants' ballpark has amassed $39.1M of media exposure value thus far during MLB’s postseason, more than $10M ahead of its World Series counterpart, the Tigers’ Comerica Park. AT&T Park hosted six playoff games and was mentioned by name during 1,851 TV news and highlight programs from Oct. 5-Oct. 22. In addition, AT&T Park was referenced in 14,574 internet articles and 749 print news stories (JJ&A).