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Volume 24 No. 156

Marketing and Sponsorship

Utah State Univ. officials said that they are "still deciding how to respond" to San Diego State Univ.’s attempts to trademark the slogan "I believe that we will win," according to Lya Wodraska of the SALK LAKE TRIBUNE. USU in '12 "trademarked variations of the slogan" and in February of this year "trademarked the whole slogan." However, USU "used a state trademark, whereas San Diego State is going after a federal trademark." USU officials said that the school "started using the chant" in '10-11 and "wants full control of how the slogan is used." SDSU "filed with the U.S. Patent and Trademark Office for usage of the slogan on any caps, hats, jackets, bottoms, shirts, T-shirts, sweatshirts and other clothing articles that use the words." Tuesday "marked the beginning of a 30-day period in which others can file concerns with the patent office over the request" (SALT LAKE TRIBUNE, 7/24). In Birmingham, Creg Stephenson noted the chant "became a national phenomenon earlier this summer when used in conjunction with the U.S. Men's National Team's run through the FIFA World Cup." USU fans "have also been doing the cheer since" at least '09. Navy is "widely credited with originating the chant" at a '03 game against Air Force, and one "enterprising Midshipman began selling t-shirts bearing the slogan later that year." But it appears that SDSU is the "first to file for federal trademark protection" (, 7/22).

Jeans company and lifestyle brand Buffalo David Bitton is "showing off its Fall 2014 marketing campaign" with NFL Jets WR Eric Decker and supermodel Erin Heatherton, according to MEN'S FITNESS. The campaign is the "second installation of the brand’s sports marketing initiative 'Buffalo Pro.'" The ads were shot by photographer Jerome Duran. Decker said, "It was my first time modeling, so I was grateful to have Erin on set to give me some tips and make me feel comfortable" (, 7/23). PEOPLE magazine noted Decker poses "in everything from vegan leather motorcycle jackets to thermal henleys and hoodies." The photoshoot "wouldn't be out of place on the cover of a steamy farmer romance novel" (, 7/23).

In L.A., Meg James writes TV networks had been "banking on an improving economy this year to help drive demand" from advertisers. But the annual upfront advertising market "was unexpectedly weak." ABC, CBS and Fox collectively booked $600M "less this summer than during last year's market." Cable network execs also "struggled to find buyers for their commercial time." Two major sporting events -- the Sochi Games and the FIFA World Cup -- "soaked up" more than $1.5B in advertising dollars this year, "leaving fewer dollars in the upfront market." NBCUniversal took in $1.1B in ad revenue "for its broadcasts of the Olympics" (L.A. TIMES, 7/24).

STILL IN PLAY? Following the firing of PGA professionals in all Dick's Sporting Goods stores nationwide Tuesday, Pittsburgh-area Golf Galaxy PGA pro Matt Trimbur said that those employed at his chain "remain employed." Dick's owns Golf Galaxy, and in Pittsburgh, Fleisher & Cohn note only those "working at Dick's" were laid off. Trimbur said, “We had some internal restructuring that affected the Dick's stores." Illinois-based golf business analysis firm Pellucid Corp. President Jim Koppenhaver said that PGA pros "offer more value to Golf Galaxy than a general sporting goods store like Dick's" (PITTSBURGH TRIBUNE-REVIEW, 7/24).

THEY JUST DID IT: In Oregon, Sherri Buri McDonald noted adidas is the official sponsor of the Int'l Association of Athletics Federations World Junior Track & Field Championships in Eugene, and organizers have "covered up Nike swooshes and pinned adidas posters to the fence alongside the track" at Hayward Field. adidas as part of the contract receives a "'clean venue' at Hayward Field, free of its rivals’ logos, although the agreement does stop short of throwing a paper bag over the statue of Nike co-founder Bill Bowerman" (Eugene REGISTER-GUARD, 7/23). 

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