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Volume 25 No. 155

Marketing and Sponsorship

Warriors G Stephen Curry is making his signature Under Armour shoes "available to girls after a nine-year-old fan wrote him, saying she was disappointed her dad couldn't find them on the company's web site," according to Amelia Lucas of Riley Morrison wrote to Curry in a letter her father posted on social media, and in it she said that she and her father were "disappointed to see there were no Curry 5s under the girls section." Curry responded with a "handwritten letter of his own posted to his Twitter account on Thursday." Curry said that he had "spent the previous two days in talks with Under Armour about the issue." Curry in the letter wrote, "Unfortunately, we have labeled the smaller sizes as 'boys' on the website. We are correcting this now!" Lucas noted Curry's shoes now "appear available under the girls section" of UA's website (, 11/29). ABC's Janai Norman said UA stated "they're correcting a simple, yet critical error" ("GMA," ABC, 11/30).

MAN OF THE PEOPLE: In Baltimore, Lorraine Mirabella noted UA plans to "immediately switch from 'boys' to 'grade school' sizing for its co-gender youth shoes on the website, and starting this spring on boxes of Curry 6." The issues of labeling co-gender shoes as boys "came up at a time when Under Armour is working to attract more women to its brand" (, 11/30). CNBC's Sara Eisen said Curry is an "asset for Under Armour for so many reasons and now especially because they're dealing with these cultural problems after it was revealed they were allowed to charge strip clubs to their corporate cards up until February." Eisen: "This is exactly the kind of athlete they need right now." CNBC's Sue Herera: "They need that kind of PR" ("Closing Bell," CNBC, 11/29). ESPN's Rachel Nichols said Curry's "awareness of the next generation of fans is keen as anyone's and bravo NBA Twitter, NBA Instagram for helping this happen" ("SportsCenter," ESPN, 11/29).

Elk Grove Village, Ill., officials are "making final preparations on promotional and advertising efforts ahead of the village's unconventional sponsorship of a college football bowl game in The Bahamas," the Makers Wanted Bahamas Bowl -- which "uses Elk Grove's business marketing tagline," according to Christopher Placek of the Chicago DAILY HERALD. Elk Grove Mayor Craig Johnson "just signed off on the design of 'Makers Wanted Elk Grove Village Illinois' logos that will be placed on the 25-yard lines of the field." The "Makers Wanted" slogan will be "nestled in between two palm trees as part of the bowl game logo on the 50-yard line." Locally on cable TV, Elk Grove "promoted its bowl game sponsorship as part of a new set of commercials touting the industrial park." Crews are also "set to drape large banners with the bowl game logo on the side of village hall and the public works building" in Elk Grove. The intent is to "gain some national -- even international -- exposure, when curious bowl game watchers search online for 'Makers Wanted' and are directed to the village's business promotional website." In the lead-up to gameday, the village's marketing campaign also "includes targeted online ads and email blasts to business owners across the country who have some previous connection to college sports" (Chicago DAILY HERALD, 11/29).

RENTAL PROPERTY: Travel site VRBO has reached a deal with ESPN and Florida Citrus Sports to become title sponsor of the VRBO Citrus Bowl in Orlando. The game will take place on Jan. 1 at Camping World Stadium with teams from the SEC and Big Ten. VRBO replaces Overton's, which sponsored the '18 edition of the game. Other past title sponsors include Buffalo Wild Wings and Capital One (THE DAILY). 

The NHL has signed a multiyear North American partnership with Canadian travel company Travel Nation, making it the official online travel partner of the league. The new partnership will aim to help fans create road trip experiences to NHL games, bundling the selection of game tickets, hotel, flights, and rental car into one purchase. Through a newly launched website -- -- fans can select what team they would like see, which game they would like to attend, and build the rest of their trip around that. The website has both desktop and mobile versions. Ticketmaster, the NHL’s ticketing provider, is integrated into the Travel Nation purchasing process. Terms of the deal were not disclosed.