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Volume 27 No. 13
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Marketplace Roundup

In K.C., Leslie Collins noted when Goodcents Deli Fresh Subs "started brainstorming marketing ideas" for '19, one employee "suggested teaming up" with Chiefs QB Patrick Mahomes. After agreeing, Mahomes now appears in commercials for the Kansas-based chain. The spots, instead of "focusing on price," play up the chain's "focus on quality, including baking fresh bread daily for its subs" (BIZJOURNALS.com, 2/10).

COVETED REAL ESTATE: PRO FOOTBALL TALK's Mike Florio noted the XFL Dallas Renegades have a "subtle but unmistakable Bud Light Seltzer ad" on the lower-left corner of the back of their helmets. An XFL spokesperson said that the Renegades are the "only team" in the new league to "have uniform advertising, for now." Florio noted the XFL uniforms include "no logos or other designation" from provider Custom Outfitters of Miami. It is "obvious that the XFL is willing to enhance its revenue with uniform and helmet ads, at the right price" (PROFOOTBALLTALK.com, 2/9).

BLADES OF FURY: Gillette is bringing back its Gaming Alliance streamer program, where it will sponsor five gaming influencers and collaborate with Twitch to create branded content. Gillette will most notably work with Ben "DrLupo" Lupo, alongside four other streamers, and the deal includes a "Bits for Blades" call to action, where a fan will get different amounts of the Twitch Bits virtual currency in exchange for buying Gillette products. The gaming alliance first started in '17. Twitch Senior Dir of Global Partnerships Nathan Lindberg said in a statement: "We are always looking for new and innovative ways to excite our viewers and fans while further supporting our streamers, and Gillette is the perfect partner for this!" (Adam Stern, THE DAILY).