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Volume 24 No. 156

Marketing and Sponsorship

ESPN analyst Jay Bilas yesterday discussed the controversy he created Tuesday by tweeting photos of the website and said he "didn't intend for any of that stuff to happen," according to Laura Keeley of the Raleigh NEWS & OBSERVER. Bilas said, "I just went to the site and tweeted about it when I saw it. Truth be told, what made it an issue wasn’t necessarily the points that were being made, it was as soon as the NCAA or whoever is running their site shut the search capability down." He added, "I had gotten a message from somebody that included a screen grab. I had said something about (Johnny) Manziel and his jersey, so they sent me a screen grab of that site of a Manziel jersey that had Texas A&M and 2 on the front and then a big number 2 and football on the back where a player’s name would usually be. And that really caught my attention. It was pretty clear that they’re using his likeness and image without his consent. ... I tried it myself, and it came up. I tried (Jadeveon) Clowney, and it came up. I tried A.J. McCarron, and all these came up. It was unbelievable." Bilas said of the NCAA, "The problem I have with it is the rhetoric that they use and the fact that everybody in the sport, at every level, is getting compensated at market rate, and while they’re doing that they’re restricting the revenue drivers, the players themselves, from taking more than accepted" (, 8/7). ESPN's Mike Golic said, "To put ‘Football’ on the back of Johnny Manziel’s jersey, to make people think that they don’t mean him is ridiculous. It is really amazing that they're doing it on their site and then trying to deny it.” Bilas said it is "just another one of the contradictions that there are in the system." Bilas: “It’s one thing where if it’s on another site and it’s being sold. But the NCAA itself with the NCAA logo, they're selling the players while at the same time restricting the players from anything more than a scholarship” ("Mike & Mike," ESPN Radio, 8/8).

: In Kentucky, John Clay writes Bilas' website search "hit the gold standard for hypocrisy." What was "particularly embarrassing was the fact the have-no-shame NCAA continues to sell LSU No. 7 jerseys despite the fact Tyrann Mathieu was kicked out of school last year for drugs." The organization also "continues to sell Ohio State No. 5 jerseys despite the fact Terrelle Pryor's college playing career ended when he exchanged memorabilia for tattoos." There is "something wrong with a system in which, for example, the University of Kansas book store is currently selling baseball caps stitched with the No. 22 before Andrew Wiggins, who happens to wear No. 22, has even played a college game" (LEXINGTON HERALD-LEADER, 8/8).

REMEMBER ME? In L.A., Gary Klein notes on USC's team page on the NCAA website there is an item for sale under collectibles "titled 'Mounted Memories USC Trojans Reggie Bush Autographed 8" x 10" Photo.'" The signed photo shows Bush "sprinting away from Oklahoma players during the 2005 Bowl Championship Series title game." USC as part of the penalties for violations by Bush during his time at the school was "ordered to disassociate from Bush and to remove all references to him on campus, including photographs and the school's Heisman that was displayed in Heritage Hall." The NCAA yesterday did not respond when asked about the item. A USC spokesperson declined to comment (L.A. TIMES, 8/8).

NEXT CASE: USA TODAY's Steve Berkowitz reported lawyers for former Arizona State QB Sam Keller in his lawsuit against the NCAA have "filed a proposed class-action suit in a federal court in California against two companies involved with helping schools market and sell athletes' photographs and associated merchandise such as frames and calendars through their athletics websites." The suit's named plaintiff is former UTEP football player Yahchaaroah Lightbourne. This is "at least the fourth case related to college athletes' names and likenesses being pursued in a federal court" (, 8/7).

The new DirecTV ad featuring Giants QB Eli Manning and Broncos QB Peyton Manning rapping "Football On Your Phone" "has become a viral victory since its launch early Tuesday," according to Tom Hoffarth of the L.A. DAILY NEWS. More than 3.2 million views "were recorded on the YouTube clip" by last night. DirecTV VP/Revenue & Product Marketing Alex Kaplan said that the idea for the ad "came as a collaborative effort by the satellite dish company’s marketing and advertising divisions, along with its partner," Grey, N.Y. Kaplan said, "It was kind of a leap of faith in that we hoped it was as funny as it looked on paper. I think we pulled it off." The Mannings "filmed the spot in New Orleans in mid July." Kaplan said, "They’ve been bugging me to do something outside the box. We’ve been waiting for the right idea and this one popped up." He called the reaction to the video "unbelievable." Kaplan: "It’s exceeded everyone’s expectations already. This could be one of the all-time great viral marketing campaigns" (, 8/7). DirecTV Senior VP/Advertising & Communications Jon Gieselman said of Eli Manning, "He brings a lot. It's not just a director telling him what to do and him following directions" (N.Y. TIMES, 8/8).

THE TALK OF THE TOWN: ESPN N.Y.'s Ohm Youngmisuk reported the ad is "all the rage at the Giants' team facility." Eli Manning said, "I will stay with my day job and keep playing football for as long as possible. A one and done. A one-hit wonder probably." Manning said for the shoot he wore a "lot of makeup and just kept it on for four or five hours during the commercial and then take it off and back to normal life and try not to think about it." Giants P Steve Weatherford said, "It's a consensus that Peyton is a little more outgoing, a little more outspoken, but I thought Eli stole the show there." Eli Manning said of the ad's "Football On Your Phone" tune, "That song gets stuck in your head all day" (, 8/7). The ad was discussed on "SportsCenter" this morning, and ESPN's Bram Weinstein said players "were humming the tune of 'Football On Your Phone' while Eli was unwittingly standing behind them at the team cafeteria" ("SportsCenter," ESPN, 8/8). ESPN’s Michael Smith said the ad is the "greatest commercial of all time” and is a “first-ballot commercial Hall of Famer.” ESPN’s Jemele Hill said it “may be the best athlete commercial” ever ("Numbers Never Lie," ESPN2, 8/7).

FATHER KNOWS BEST: In L.A., Sam Farmer wrote the "hands-down funniest part of the video" is when Archie Manning "makes a cameo, sitting on his throne while wearing a coiffed blond wig and a glittering jumpsuit." Archie Manning said, "I didn’t know what my part was, I just did what they told me to do. ... When I got there, I was told I was going to be Neil Diamond. I just said, 'Whatever.' I didn’t really like the wig that much, but I’m a team player" (, 8/7). Manning noted when the video was filmed, he was coming off back surgery and he "couldn't do much, so I had a small part." CBS' Tim Brando said, "Eli I thought just was into this. He was tremendous in this video." Manning: "I thought Eli was kind of into it and ... I particularly liked Eli's hairdo." He said Peyton and Eli "laugh at themselves, they don’t take themselves too serious, and they jumped in with both feet" ("The Tim Brando Show," CBS Sports Network, 8/7).

UMB Bank has signed a seven-year deal with MLS Sporting KC "to become the title sponsor of the Field Club at Sporting Park," according to James Dornbrook of the K.C. BUSINESS JOURNAL. The K.C.-based bank plans to "post signs throughout the area, including iconic photographs of the Kansas City area and of Sporting KC matches." The agreement also includes the stadium entryway, "where all the premium ticket holders enter." The deal marks the team's "third major sponsorship at the stadium." Jersey sponsor Ivy Funds also sponsors the Exec Level Suites, while Boulevard Brewing Co. "is the sponsor of the Members Club." Sporting KC Chief Revenue Officer Jake Reid said, "We've been trying to find the right fit for them for a while and I think the Field Club works great. Obviously commercial is an important area they are looking at with us, and that is where many of our top business community leaders are at during our matches." UMB President & COO Peter deSilva: "The Field Club is just a perfect place for us to entertain our clients, to show them the power of the UMB and Sporting Kansas City brands working together" (, 8/8).

SMU's Cox School of Business sports marketing students have developed a "detailed marketing campaign complete with a commercial script that will be used to promote FS Southwest’s college football programming this fall," according to Ryan Osborne of the DALLAS MORNING NEWS. The commercial, entitled "Sofa Stadium: The Best Seat in the House," was "shot in July at two Dallas locations and centers on bringing an in-game experience to the living room." Fifteen- and 30-second spots will "run this month and throughout the college football season." The campaign "features friends gearing up for a game with body paint and tailgating food before loading into a truck and driving it through a living room wall into the 'Sofa Stadium.'" The project was "coordinated through Fox’s Creative University, a program that partners the network with colleges across the country, giving students an opportunity to design a campaign." Fox "provided the class at the beginning of the semester with a rough objective of the campaign." The students "worked independently" after that. This marked the second time FS Southwest partnered with SMU professor Judy Foxman's Honors Practicum class. But the winning campaign last year, designed for Stars broadcasts, "wasn't used because of the NHL lockout" (DALLAS MORNING NEWS, 8/8).

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