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Volume 20 No. 42


Putting a new twist to “Irish spring,” the Cloudbreak Group, New York, will roll out a Notre Dame-licensed fragrance for the next college football season. The firm, which made the New York Yankees scent a $10 million-plus retail brand since it was introduced last spring, will introduce the Fighting Irish scent at the Notre Dame college bookstore in August.

Pricing will be similar to the Yankees’ eau de toilette, at $60 for a 3.4-ounce bottle.

“Notre Dame’s got this appeal way beyond just football fans,” said Cloudbreak Group President Tom Butkiewicz. “It also has a lot of global reach.”

The Yankees proved team-branded scents can sell.
With the success of the Yankees fragrance, Cloudbreak proved that team brands can be successful as a scent license. It followed the Yankees scent with products bearing the logos of the Boston Red Sox, Los Angeles Dodgers and Texas Rangers, and it has fragrances coming out this holiday season for the Chicago Cubs, Philadelphia Phillies, St. Louis Cardinals and San Francisco Giants. Each scent is unique.

“Frankly, we’d been asked to do this before and said no,” said MLB licensing chief Howard Smith. “They started with a high-end marketing and distribution strategy and backed it with extraordinary resources and execution.”

Distribution for the fragrance remains based in department stores, where Macy’s and Lord & Taylor are its largest retailers.

Cloudbreak has extended into other channels, with an array of Yankees-branded toiletries, including a $10 kids bubble bath and shampoo set, which comes with a Yankees rubber duck. Those lower price points have put Cloudbreak’s Yankees products into Duane Reade, Walgreens and Wal-Mart.

“You look for authenticity, tradition, national appeal and a team brand that translates well to products outside of sports,” Butkiewicz said.

No word on an NFL fragrance yet, but the Dallas Cowboys and Pittsburgh Steelers are obvious targets. An attempt at a U.S. Olympic Committee scent deal using the Olympic rings was rejected in deference to the USOC’s large sponsorship deal with health and beauty aid leader Procter & Gamble.

A Los Angeles agency has agreed to represent all of the Pac-12 Conference recreation departments in sponsorship sales.

Entertainment Management Group, the same firm hired to sell naming rights to UCLA’s Pauley Pavilion, will take the lead on sales for the conference’s recreation directors.

“College students are on the cutting edge of many trends … and on-campus activation can offer significant branding and engagement opportunities for corporations,” said Joe Heitzler, chairman and CEO of EMG. “This partnership creates a great opportunity for value-driven sponsors.”

Recreation departments often have to generate half or more of their own revenue to cover operating costs. Student fees cover only a portion of the revenue that’s needed, said John Pariseau, the director of recreation at the University of Washington.

“Schools need the support of programs like this,” Pariseau said.

Mitch Huberman, the former head of Pac-12 Properties when it was managed by Fox Sports, will lead the sales effort for EMG. Huberman left Fox two years ago when the conference took its marketing rights in-house.

“I’ve heard a lot of sponsors complain that it’s really hard to navigate on campus,” Huberman said. “They want to engage with the students and find those opportunities that might be there on campus. We know that 85 percent of the students on Pac-12 campuses participate in recreation.”

EMG’s agreement is signed with NIRSA, the national association for campus recreation departments. NIRSA helped facilitate the arrangement with all of the Pac-12 schools.

EMG’s selling sponsorships to generate revenue for the schools while providing sponsors access to a valuable audience would be the best-case scenario, Pariseau said. He would like to see a company’s branding woven into a health and wellness theme.

“Some schools have sold sponsorships like this before, but we’ve never really ventured into it,” Pariseau said. “A lot of commercial entities have reached out to us before, but it usually doesn’t work. We hope we can come up with a program that’s palatable for each of the schools.”