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Volume 24 No. 155

Marketing and Sponsorship

The Maaco Bowl Las Vegas "will have a new sponsor next year," according to Mark Anderson of the LAS VEGAS REVIEW-JOURNAL. The bowl's "four-year contract with Maaco ends" after Saturday's Boise State-Washington game at Sam Boyd Stadium. Maaco Bowl Exec Dir Dan Hanneke said that the automotive paint company -- which "underwent management changes -- already has said it won't renew the deal." Hanneke said, "This bowl is strong. We're going to go forward." Anderson reports the bowl, which began in '92, has "one year remaining on its contracts with the Mountain West and Pac-12 conferences." Because UNLV "owns the stadium, the bowl is virtually certain to agree to a new deal with the Mountain West ... unless UNLV joins the Big East." Nevada state legislature next year is expected to "consider a proposal ... for an on-campus stadium for UNLV football and other events that presumably would include the bowl." Should the new stadium "be approved, that could give the bowl considerable bargaining power, especially in future negotiations with the Pac-12 or another power conference." If UNLV is able to "upgrade from Sam Boyd Stadium, with a capacity of 36,800, to a state-of-the-art facility that seats in the range of 60,000, the bowl probably could guarantee a higher payout and move up the Pac-12 ladder" (LAS VEGAS REVIEW-JOURNAL, 12/21).

Lionel NASCAR Collectables released its list of the best-selling die-cast cars of the year, and Dale Earnhardt Jr. holds “three of the top four die-casts this season, with his standard No. 88 Diet Mountain Dew Chevrolet out-selling all the rest,” according to Jeff Gluck of The “Dark Knight Rises” car he drove to vicotry lane in Michigan this June also was “eagerly snatched up by Junior Nation.” His race-used die-cast came in at No. 2, and the "standard version of his Michigan car was the No. 4 bestseller.” Lionel NASCAR Collectables VP & GM Howard Hitchcock said, "Dale Jr. is still the most influential personality in the sport, so we weren't surprised to see his Diet Mountain Dew car pop to the top of our bestsellers list. Plus, when Dale won in the ‘Dark Knight Rises’ car at Michigan, it really delivered a knockout punch from a sales perspective." Danica Patrick's No. 10 Chevrolet was No. 3 on the list. Gluck wrote Patrick “definitely has a strong fan base” (, 12/20).

Dale Earnhardt Jr. No. 88 Diet Mountain Dew Chevrolet
Dale Earnhardt Jr. No. 88 Diet Mountain Dew/"The Dark Knight Rises" Chevrolet (Michigan win car)
Danica Patrick No. 10 Chevrolet
Dale Earnhardt Jr. No. 88 Diet Mountain Dew/"The Dark Knight Rises" Chevrolet (standard car)
Jeff Gordon No. 24 DuPont Chevrolet
Kasey Kahne No. 5 Farmers Insurance Chevrolet
Jeff Gordon No. 24 AARP/Drive to End Hunger Chevrolet
Dale Earnhardt Jr. No. 3 Goodwrench Chevrolet Monte Carlo
Kevin Harvick No. 29 Budweiser Chevrolet
Brad Keselowski No. 2 Miller Lite/NASCAR Sprint Cup Series Champion Dodge

AD AGE’s Michael McCarthy noted MetLife, which holds the naming rights to the stadium shared by the Jets and Giants, is “already gearing up to market its role in the first cold-weather Super Bowl at an open-air venue on Feb. 2, 2014.” The company is “sending a team to New Orleans for Super Bowl XLVII to kick off its yearlong activation effort.” MetLife Assistant VP/Sponsorships & Promotions Daniel Pincus said, "We're looking at opportunities in '13 in New Orleans that will help seed and build toward '14 here in the New York area." In addition, Pincus said that the 25-year naming-rights deal “is working.” Meanwhile, MetLife Stadium President & CEO Brad Mayne said that the “new eight-foot-high Snoopy statue at the MetLife gate has become a popular rendezvous point for fans” (, 12/20).

SAY WHAT? Redskins QB Robert Griffin III has applied for trademark protection for phrases like “light you up," "unbelievably believable" and "dream big, live bigger." ESPN's Tony Kornheiser said, “Are you kidding me? Like nobody ever said ‘light you up’ before Robert Griffin? ‘Go catch your dream’ -- you think Robert Griffin invented that? No, you can’t do this. Why doesn’t he trademark one of those Subway sandwiches. ... This is a misstep” (“PTI,” ESPN, 12/20).

: In London, Jonathan Russell reported soccer player David Beckham and his wife Victoria’s licensing company Beckham Brand “ditched its dividend last year as profits more than halved” to $1.6M (all figures U.S.). The Beckhams’ company, which “commercialises the rights to their brand, saw profits slump” from $3.4M to $1.6M. Revenue also was down from $9M in ‘10 to $7.1M last year. The company is “understood to control a slice of Victoria Beckham’s clothing and fashion interests” (London TELEGRAPH, 12/19).

NUTS FOR COCONUT: In Chicago, Danny Ecker noted former NBAer Brian Scalabrine “stars in a series of videos promoting coconut water sports drink Greater Than.” The six-part series “plays out a storyline of Mr. Scalabrine trying to get his hands on bottles of the drink any way possible despite a league policy requiring that he drink only Gatorade.” Among other attempts, Scalabrine “dresses up like Abraham Lincoln and even chases down Greater Than's co-founders, brothers Mark and Jon Sider -- with whom, in real life, he has formed a strong friendship” (, 12/17).