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Volume 24 No. 137

Marketing and Sponsorship

Mets P Noah Syndergaard has signed on to endorse Citi, supplementing the financial service company’s existing partnership with the club and Citi Field. He stars in an ad that debuted Thursday for Citi’s Double Cash rewards card mocking the traditions of typical postgame press conferences. Syndergaard joins CF Curtis Granderson among Mets players individually working with Citi. He also will be featured in other Citi campaigns during the year and participate in various activities on behalf of the financial services company. The latest iteration of Citi’s “Means What It Says” marketing campaign also features SNY broadcasters Keith Hernandez and Ron Darling and comedian Jim Breuer (Eric Fisher, Staff Writer).

THAT'S SO HOT: MARKETING DAILY's Tanya Gazdik reported Cholula Hot Sauce has signed its "first official celebrity partnership" with Syndergaard to "launch a fans-only community and release a limited-edition flavor." The "Order of Cholula" effort is debuting with a short film "featuring inspiring stories of real Cholula fans who credit the role the flavorful hot sauce plays in their lives, including Syndergaard." Cholula Food Company Head of Brand Marketing Sharon Nevins said that Syndergaard will share the video with his social media followers and will "encourage viewers to join him." While this is Cholula's first official deal, it has "received unpaid endorsements on social media" from celebs like Matt Damon, Lin-Manuel Miranda and Katie Couric (, 6/8).

Cubs P Pedro Strop has created his own eponymous clothing line, Believe by Strop, which sells "T-shirts, sweatshirts and hats that feature Strop’s personal emoji, the word 'Believe' or just a cursive 'B,'" according to Lauren Comitor of THE ATHLETIC. Strop: "It’s just starting right now and it’s going well, I expect it to be better in the next couple months." The line also features "some designs that reference the Dominican Republic, where Strop is from." Items "range from $28 for a T-shirt to $65 for a sweatshirt." Strop said that he "comes up with the ideas for the designs, and has started putting more time into it in the past year." He added that it will be "nice to have a fallback when he’s done with baseball." Strop: "Hopefully by the time I don’t play, it’s really in a good place." Comitor noted Strop’s Instagram page is a "never-ending marketing campaign for his line" (, 6/8).

GOING IN STYLE: WOMEN'S WEAR DAILY's Rosemary Feitelberg noted F1 driver Fernando Alonso's "latest business venture" is Kimoa, a lifestyle clothing brand. Alonso in a Q&A said he initially "thought of starting a restaurant or a cycling team." But he wanted to start a brand that "reflected a lifestyle" he enjoys. Alonso: "After a year and a half of preparations, we’ve come out with Kimoa. Now we have T-shirts and the proper collection will come next year. This is not my only investment but it is one that I really like." While Alonso said he does not have designers he works with regularly, Michael Kors is a McLaren sponsor, so Alonso will "dress in Michael Kors sometimes" for an event to "be a little more elegant than Kimoa." Alonso: "But for normal life, I have Kimoa and a more relaxed style" (, 6/8). 

AD AGE's Anthony Crupi cited sources as saying that the first Super Bowl that "may feature in-game liquor advertising is Super Bowl LIV," which will air on Fox in February '20. A-B InBev's category exclusivity with Fox expired after last year's Super Bowl, though the brewer's existing deals with NBC and CBS "grant it exclusivity in the alcohol category during the Big Game." Thus far, the networks "haven't made much hay out of the NFL's decision to open the liquor floodgates, although one broadcast ad sales boss said the move has been a long time coming" (, 6/8).

PLAYING KETCHUP: Monster Energy NASCAR Cup Series team JTG Daugherty Racing still has a deal in place with Kraft Heinz, according to a source. There had been some questions in the industry about the status of JTG’s deal after yesterday’s announcement that Richard Childress Racing had landed a new deal with Kraft Heinz brand Velveeta Shells & Cheese. But there is no change to JTG’s deal with the overarching Kraft Heinz company, the source said. Companies can sponsor multiple different teams in NASCAR, according to sanctioning body rules (Adam Stern, Staff Writer).

: GOLF DIGEST's Ashley Mayo noted golfer Rickie Fowler will "swap out his week-to-week golf bag for a green and yellow version" at next week's U.S. Open at Erin Hills in Wisconsin, in a nod to the Packers. As for his attire, Fowler will "pump some patriotic hues into his Friday and Saturday looks, while remaining true" to his Oklahoma State-orange apparel on Sunday (, 6/8).