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Volume 24 No. 156

Marketing and Sponsorship

NASCAR driver Brad Keselowski, who has been an outspoken proponent of using social media, discussed the impact Twitter has had on his sponsors and prospective sponsors in a Q&A with’s Darren Rovell. Below is an excerpt of the interview.

Q: What will you do and what won’t you do?
Keselowski: I will only do something for financial gain if it generates revenues toward my fundraising goals. I recently did something with Waste Management because they were giving military veterans great salaries and I do a lot with veterans and they gave a donation to my foundation, so I tweeted about it. I'm adamant that you can't buy me. I'm not trying to make money off Twitter. I'm trying to be genuine. So yeah, I'll tweet about a commercial I'm in for Discount Tire (his Nationwide sponsor) or Miller Lite (his Sprint Cup sponsor), but I'm doing it because I'm in it. If I tweet about the new Ford Mustang, I'm not tweeting about it because Ford told me to. I'm tweeting about it because it's really badass.

Q: How about companies that have come to you and offered money to tweet about them?
Keselowski: I had a couple supplement companies come to my race team and ask if I would tweet out that I used their supplement with my workouts. And it was a significant amount of money, and I just had to tell them no. Team Penske supports me on this. They know that if I sell out my Twitter feed, we all lose (, 3/19). Meanwhile, Keselowski will make an appearance tonight on Fox’ “American Idol” (THE DAILY).

In Portland, Mike Tokito reported Safeway is “returning as title sponsor” of the LPGA event held at Columbia Edgewater Country Club, scheduled for Aug. 29-Sept. 1. Tournament Golf Foundation President Tom Maletis, whose group coordinates the event, said, “We’re happy to have Safeway back, and we’re going to be working with them, hopefully before this year’s tournament, on their participation for 2014 and beyond.” Tokito noted the event returns to Edgewater with “an expanded, 72-hole format for the first time.” Maletis said TGF “has options for 2014 and 2015 to return to Columbia Edgewater, although the tournament’s future remains up in the air, with Safeway -- as it has the last two years -- signing on for a one-year extension” (, 3/19).

: IndyCar has named Jostens and SOS Global Express as official partners and extended its partnership with Novo Nordisk. SOS Global Express will be IndyCar’s official logistics supplier and its primary responsibility will be to handle the transport of equipment and team cargo to the Sao Paulo Indy 300 on May 5. Jostens will provide championship trophies and rings to the Izod IndyCar Series and Firestone Indy Lights champions. Jostens also will provide the trophies for the Fuzzy's Triple Crown and pole awards in both series. Novo Nordisk will increase its promotion of the sport by sponsoring the Emergency Care Vehicle for ’13 (IndyCar).

: ESPN FC's Graham Ruthven cited sources as saying that EPL club Manchester United officials "already have met to discuss a possible move" to reacquire MF Cristiano Ronaldo. However, it “wasn't Real Madrid that United were said to have met with in London, but representatives of Nike.” It was “reported that Chevrolet, United's shirt sponsor for the 2014-15 season, also is willing to help finance a move for Ronaldo, having identified the Portuguese attacker as the man to front the American car manufacturer's advance into the European market.” Should ManU “utilize their extensive commercial portfolio to manufacture a deal for Ronaldo, it would set a compelling precedent -- a transfer pushed through by what's best for a corporate partner, rather than what's necessarily best for the club” (, 3/18).