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Volume 24 No. 113

Marketing and Sponsorship

Fox has begun “making early outreach to advertisers” about involvement in next year's Super Bowl XLVIII as part of “broader talks with marketers about supporting Fox sports-oriented media outlets,” according to sources cited by Brian Steinberg of AD AGE. A source said that talks “also include Fox's coming NASCAR broadcasts as well as the tentatively named Fox Sports 1” national cable network. A source said that in these discussions, "Fox executives have cited the New York setting ... and the excitement the location will bring to the proceedings” held at MetLife Stadium. The source also suggested that Fox would seek to "secure an increase in the price of Super Bowl ad inventory.” CBS saw ratings for Super Bowl XLVII “decline from the year-earlier broadcast on NBC.” But those figures “don't mean the Super Bowl's TV power has dimmed,” as the telecast remains a “marketer favorite precisely because it thwarts all of those ad-undermining behaviors.” Fox' approach to Super Bowl sales “has typically centered around offering something new and intriguing to potential sponsors.” The net in ’07 “partnered with then-corporate sibling MySpace and the NFL to offer Super Bowl advertisers the chance to have an extended web presence around the event, suggesting a movie studio might use the various media to run extended trailers of movies previewed in Super Bowl TV ads” (, 2/5).

TOPPING THE METER: TiVo on Monday released its top 10 most-engaging Super Bowl commercials and moments from this year, with Taco Bell's "Live Mas" commercial taking the top spot. TiVo’s top 10 commercials from Super Bowl XLVII all aired in the first half. after Taco Bell was Doritos' "Goat For Sale" and the Hyundai Santa Fe "Pick Your Team" spot (TiVo). The Northwestern Univ. Kellogg School of Management's Super Bowl Advertising Review gave Tide top marks for its miracle stain spot. Other top-ranked ads included M&M’s, Best Buy, Axe, Wonderful Pistachios and Jeep. BlackBerry and Lincoln ranked at the bottom (Northwestern). Meanwhile, Zimmerman Advertising’s Z Super Poll found movie trailers aired during the game scored the highest this year. Disney’s “Lone Ranger” (+19%) and “Oz The Great and Powerful,” (+15%) along with Universal’s “Fast & Furious 6” (+15%) all had the greatest change in purchase intent. In addition, got milk? had an 11% increase in purchase intent following the ad. The brands that dropped the most in purchase intent were Samsung (-15%), Calvin Klein (-13%) and Oreo (-10%) (Zimmerman).

NO TISSUES NEEDED: REEL CHICAGO’s Lewis Lazare wrote viewers’ “tear ducts most assuredly did not go into action” during Budweiser’s Clydesdale spot, “perhaps because we sensed about 10 seconds into the spot that it was warmed over.” The ad was a “rip-off of other, better, more emotion-laden spots from longtime Anheuser Busch roster agency DDB/Chicago that aired in previous Super Bowls” (, 2/5).

If the MLS Dynamo do not have a new shirt sponsor when the '13 season begins in March, the club will opt to have a blank space across the chest. The jersey will have only adidas and Dynamo patches near each shoulder. "This gives us options," Dynamo President Chris Canetti said of the decision. "We hope to have a new sponsor soon enough." The Dynamo and Greenstar Recycling announced Friday that their three-year, $7.5M deal would end 11 months early after Greenstar was purchased by Waste Management. The Dynamo join the Rapids and Earthquakes as the only MLS franchises without a jersey sponsor. Primarily for retail reasons, MLS gave the Dynamo two choices: commit to a charitable partner to front the jersey for an entire season or leave the sponsor space blank at the start. Choosing the latter affords the Dynamo the ability to add a sponsor logo during the season. The move would not be unprecedented, as FC Dallas added AdvoCare during the middle of last season. Since the Dynamo was informed of Greenstar's impending sale months ago, it already has begun discussions with prospective shirt sponsors. Canetti hopes to have a valuation report completed in the coming weeks. The Dynamo could get a better deal than the $2.5M annually it received from Greenstar. "When Greenstar did its deal with us, few people knew what the company was," said Canetti. "We opened a new stadium this year and reached MLS Cup both years. Without a doubt, our metrics have increased."

Yahoo's has signed a three-year marketing deal with Under Armour in which the brand will become the presenting sponsor of its prep sports camp series and its college football recruiting rankings. The "Rivals Camp Series presented by Under Armour" is a new, invitation-only set of regional and national football camps for elite high school football players. Rivals' Five-Star Challenge, also now carrying a presenting sponsorship from Under Armour, serves a similar purpose. Under Armour now becomes the first presenting sponsor of the Rivals 100 and Rivals 250 recruiting rankings. "We've gone all-in with Under Armour in a very strategic way," said Head Eric Winter. "This brand meaningfully resonates with our audience." in the deal also becomes an official selection partner for the annual Under Armour All-America Game. "We helped validate Rivals with this audience and they've given us valuable bandwidth and platforms to help reach consumers," said Under Armour Sports Marketing, NCAA & Grassroots Senior Dir Walker Jones. "There's meaningful lift both ways here."