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Volume 25 No. 155

Marketing and Sponsorship

Mercedes-Benz has become the "first automaker to confirm an ad buy" for Super Bowl LIII -- one year after the automaker decided it was "sitting it out," according to E.J. Schultz of AD AGE. M-B has been an "intermittent Super Bowl advertiser," running ads in '17, '15, '13 and '11. With this season's game taking place in Atlanta, the automaker's return "seemed inevitable." M-B has "called the city home" since '15, when it relocated its U.S. HQ from New Jersey. That same year, M-B "inked a 27-year naming rights deal for the new Atlanta stadium." Last season, 11 auto commercials ran during the Super Bowl "featuring six brands" (ADAGE.com, 11/9).

IN VINO VERITAS: ADWEEK's Kristina Monllos noted Australia-based wine brand Yellow Tail will return to the Super Bowl for the third straight year with a 30-second spot "using the same regional buy strategy that has helped it get around" A-B InBev's "exclusive rights to air ads in the alcohol category during the Super Bowl." Yellow Tail is "asking fans to post six-second videos on Instagram and Twitter by Nov. 28 with hashtags" about "what makes them happy." The brand "will use two videos produced entirely by fans in the ad it runs during the Super Bowl." The company "plans to spend" $6M on Super Bowl activities this year. It is "unclear" when the spot "will air or where it will air" (ADWEEEK.com, 11/9).

ASU's deal with Adidas ranks No. 13 among all collegiate apparel contracts across the U.S.
Photo: GETTY IMAGES

In Portland, Matthew Kish reported the Arizona State-Adidas apparel deal signed in '14 "more than tripled" the school's expiring Nike deal at the time. The eight-year deal between ASU and Adidas started July 1, 2015 and runs through June 30, 2023. ASU will get between $1.2-1.7M in cash each year as a "sponsorship payment," but $3M of that "came in a one-time payment made last academic year." ASU will also get between $600,000-1.375M each year for "'activations' designed to drum up support and excitement for athletics programs" and between $4.3-5.85M per year in Adidas merchandise. The deal ranks No. 13 among collegiate apparel contracts (BIZJOURNALS.com, 11/9).

DOING IT IN STYLE: Apparel brand Vineyard Vines has partnered with the Patriots to serve as the official style of the team and Gillette Stadium through '19. The collection consists of clothing and accessories and is available online and in select Vineyard Vines stores, including the brand's newly opened pop-up shop at Patriot Place next to Gillette Stadium (Vineyard Vines).

SENDING A MESSAGE: An airplane banner "criticizing the Jets' gaming deal partnership" with MGM Resorts Int'l "circled MetLife Stadium several times" before Bills-Jets yesterday. The banner read: "Shame on Jets/MGM #EndGunViolence #StopMGM." MGM in July "sued more than 1,900 victims" from last year's mass shooting in Las Vegas in a "bid to avoid liability" (AP, 11/11).