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Volume 24 No. 159

Marketing and Sponsorship

BMW plans to use a product-placement strategy it debuted during the U.S. Open last month "during NFL and college-football coverage later this year,” according to Michael McCarthy of AD AGE. The automaker's ads on NBC during the golf tournament were "typical 'Ultimate Driving Machine' commercials  ... until the end -- when viewers suddenly saw a TaylorMade R1 driver banging a TaylorMade golf ball off a tee.” Both BMW and TaylorMade-adidas Golf "declined to say if -- or how much -- TaylorMade paid to integrate products within BMW's commercials.” The ads were developed for BMW by Kirshenbaum Bond Senecal & Partners, N.Y. TaylorMade recently tapped Eleven, S.F., as its agency of record, but it “was not involved with the ad.” BMW North America Marketing Communications & Consumer Events Head Trudy Hardy said that the product-placement idea “grew out of BMW's advertising and media strategy" for NBC's coverage of the '12 London Games. BMW inserted “end-tags in 13 Olympic spots to better transition into specific sports such as swimming, gymnastics and boxing.” BMW and TaylorMade are “planning similar spots for coverage" of the automaker's BMW Championship Sept. 12-15 (, 7/8).

AT&T has launched a website dedicated to the forthcoming retirement of Yankees P and all-time saves leader Mariano Rivera. "My Favorite Mo-Ment," located at, allows fans to upload video, photo and text greetings to Rivera. The site has already received contributions from Baseball HOFer Rickey Henderson and former MLB player and manager Lou Piniella. An outgrowth of the telecom company's existing sponsorship of the Yankees, AT&T also will have a booth at Yankee Stadium where fans can record messages to be posted on the site. Toward the end of the regular season, content from the site will be shown to Rivera and fans on the stadium videoboard. Rivera intends to retire following the '13 season.

Eldora Speedway has signed a title sponsorship with CNBC’s “The Profit” for its inaugural Camping World Truck Series race. The race, which takes place July 24, will be called the CarCash Mudsummer Classic presented by CNBC Prime’s “The Profit.” The show debuts July 30 at 10:00pm ET and features Camping World Chair & CEO Marcus Lemonis offering to invest in businesses in exchange for equity and a share of the profit. The first company featured on the show is 1-800-CarCash, a used car buyer. As of two weeks ago, Eldora GM Roger Slack expressed concern the speedway would not be able to find a title sponsor for its inaugural truck race. The race is sold out and has received considerable publicity as the first NASCAR race on dirt in more than 40 years. It landed the deal with “The Profit” and Lemonis this week. Lemonis cut the deal directly with Slack.

Some of the smaller companies that produce Univ. of Oregon merchandise "submitted proposals Monday to continue their official licensee status,” but none of them “believes they have much of a shot at staying with the program,” according to Allan Brettman of the Portland OREGONIAN. OU “announced a significant change earlier this year in the way it plans to select its licensee partners.” The school declared in a request for proposal that in the future it "would cost an apparel licensee a minimum $500,000 royalty guarantee to play on the Ducks apparel and headwear program.” It is expected the new licensee agreement “will be for five or 10 years, starting next summer.” Still, some longtime licensees “without hope of meeting the $500,000 submitted proposals on Monday anyway.” Complaints from local retailers “prompted some Oregon state legislators to urge the university to take another look at the apparel and headwear proposal.” It is "unclear when the new licensees will be named.” The university announced in the RFP's first version that new licensees “would be notified ‘approximately’ Aug. 9.” But OU Assistant VP/Strategic Communications Phil Weiler on Monday said that the date “may be changed to accommodate the two-week extension for submission of proposals” (Portland OREGONIAN, 7/9).

In DC, Rich Campbell writes Redskins QB Robert Griffin III is “rocketing to mega-stardom because of his accessibility through social media, controlled appearances in traditional media, and his innate attractive characteristics on and off the field.” He is doing it “as well as anyone ever has in the age of Twitter.” He is “more accessible online” than Broncos QB Peyton Manning or Patriots QB Tom Brady, and he “hasn’t turned heel” like Tiger Woods or Heat F LeBron James (WASHINGTON TIMES, 7/10).

FACING CONSEQUENCES: In Boston, Jordan Graham noted Stars C Tyler Seguin’s recent “controversial homophobic tweet could cost him lucrative endorsement deals as he struggles to establish himself in a new market.” Harvard Business School professor and sports marketing expert Stephen Greyser said that Seguin, who was traded to the Stars after three years with the Bruins, "may have just scared off any opportunities he may have had.” He said that Seguin has “not risen to the level of superstar that would allow him to weather this incident” (BOSTON HERALD, 7/9). Seguin yesterday said “My Twitter was taken over, along with a few other things that are with my name. It definitely didn’t feel good that my name was out there saying negative things.” Stars GM Jim Nill: "I think Twitter and social media are a major downfall of ours” (BOSTON GLOBE, 7/10).

: ADWEEK’s David Kiefaber noted Roxy’s “teaser ad for the Pro Biarritz 2013 surfing contest, which it's sponsoring, is more about butts than surfing.” The ad features surfer Stephanie Gilmore and critics have “sneered at the ad's focus on the surfer's body instead of her skills.” Kiefaber wrote, “I have to say, I agree with them.” Coming from a company “that claims to speak to female athletes, the teaser video pretty much ignored athletics for blatant eye candy” (, 7/9).