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Volume 24 No. 115

Marketing and Sponsorship

The NFL Giants and Quest Diagnostics have "reached a sponsorship agreement" for the team's practice center near MetLife Stadium, according to Eben Novy-Williams of BLOOMBERG NEWS. Quest is replacing Timex as sponsor for the facility. Giants Senior VP & CMO Mike Stevens yesterday said that the facility "will become the Quest Diagnostics Training Center under the agreement." The company also will "work with the team in an effort to expand its sports diagnostic business." Terms of the agreement were not disclosed. Giants President & CEO John Mara has said that the Timex deal reached in '09 was "worth more than" $35M in total, or $2.33M per year. The new agreement also will "give Quest the opportunity for brand exposure within the 82,500-seat stadium and on the team’s website" (BLOOMBERG NEWS, 7/25). In N.Y., Ralph Vacchiano reports the partnership will "allow several Giants players to volunteer to work with Quest to develop new diagnostic tests." Meanwhile, Timex marks "still appear on the sides" of the Giants' buildings (, 7/25).

Boeing is the newest corporate partner of the Seahawks. The longtime member of the Seattle corporate community gets branding on the Seahawks’ press conference backdrop under the deal, along with permanent signage for all events at CenturyLink Field. Seahawks President Peter McLoughlin said, “We’ve been on a push to attract more sponsors looking for national exposure and to take advantage of the growing popularity of our team." The press conference backdrop exposure for Boeing, which McLoughlin said will result in 250 million annual television impressions, begins with the opening of training camp today. The Seahawks also are scheduled to be on four national TV games this year. McLoughlin said the multiyear deal makes Boeing one of the team’s five largest corporate sponsors. He added that after the ascension of QB Russell Wilson last season and the Seahawks’ run in last year’s playoffs, ticket demand is higher than ever. Season-ticket renewals were at 98% and the 62,000 season tickets sold are both franchise highs, McLoughlin said. An additional allotment of 3,500 single-game tickets went on sale Monday and sold out within a day. The Seahawks’ press backdrop had been sponsored by Oberto Beef Jerky, another Seattle-based company, which will continue as a team sponsor.

Miami (Ohio) Univ. yesterday was one of 12 schools nationwide to roll out the adidas TECHFIT uniform with ShockWeb technology, and is the only school in adidas apparel to have the school name on the shoulders of the jersey. Uniform maker Hydrographics Inc. has created an exclusive Miami numbering and lettering font for all sports to use to strengthen the brand (Miami). SPORTING NEWS' Troy Machir linked to two pictures of the Miami uniforms and wrote, "The Redhawks are trying to bring a bit of #MACtion into the uniform game. Unfortunately, too much #MACtion can be a bad thing" (, 7/24).

BLACK DOG: In Fresno, Anthony Galaviz notes the Fresno State athletic department “revealed the mostly black uniform” the football team will wear in a game against Nevada on Nov. 2. The look “includes a black helmet with a red stripe down the middle, with the player’s number on one side and the Bulldogs logo on the other.” The black jerseys “have the player’s name and number in bright red.” The uniforms and helmets are “only to be worn that one game.” The school “spent about $50,000 for the uniforms,” and merchandise sales are “expected to offset the costs” (FRESNO BEE, 7/25).

SUBTLE CHANGES: In Austin, Dave Doolittle noted Texas has "released a video showing some changes to their uniforms." UT has "kept the classic design," and the changes are "what you'd call subtle." The video notes there are a "few new twists to a classic look." Doolittle noted the changes "include a small Longhorn added to the center of the chest, the secondary numbers have been placed on the shoulders instead of the sleeves, and the two stripes on the sleeves appear slightly higher" (, 7/24).

PLENTY TO CHOOSE FROM: In Houston, Joseph Duarte noted the Houston football team debuted its "new looks Tuesday, which includes a white helmet for the first time." UH will have "eight different uniform combinations to choose from this season." UH’s home red jersey will "feature a more prominent 'Houston' across the chest with white shoulders and red pants." White pants "can also be used" (, 7/23).

ROCK THE RED: In Birmingham, Tommy Hicks noted South Alabama will "don new red jerseys as well as a new-look helmet this season." The new jerseys feature an "all-red design minus the white accents that were part of the original red jerseys." The name "Jaguars'' is still "featured across the front of the jersey above the number, but it is now in blue and much smaller than before." Originally, it was in "white with blue trim." The numbers "remain white with blue trim and are easily recognizable." The helmet will be "white again, but instead of the school's trademark Jaguar logo on each side, the word JAGS is featured in dark blue with red trim" ( 7/24).

NEW YORK STATE OF MIND: In Buffalo, Aaron Mansfield noted the Univ. at Buffalo "showed off a new look" at MAC media days on Tuesday. This year's uniforms will "have a new patch on the chest that reads 'State University of New York Buffalo.'" The "New York" section "jumps off as the clear emphasis with the other words in smaller font" (, 7/24).