Since NFL sideline deals are among the most expensive marketing inventory at the country’s top sports property, we pay close attention upon hearing that one might be shaking loose from the agency that put its deal together.
Sure enough, there’s a crack in Bose’s relationship with CAA Sports Consulting, which crafted the headphone and audio product brand’s NFL sidelines strategy and, more impressively by our standards, convinced a bunch of engineers to pay the going rate for NFL sidelines, which we have heard is more than $30 million annually.
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Bose is wanting to get more out of its NFL sideline rights.
Photo by: GETTY IMAGES
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Rival sponsorship marketing agency
Team Epic won a retail marketing assignment for which Bose held a review — one in which CAA did not participate since that is not within its capabilities. “CAA remains the lead NFL and sponsorship agency,” insisted a source familiar with the situation. “Their business could not be healthier.”
Sources tell us that CAA has increased the Bose business geometrically since winning it a few years back. Certainly, the player-based marketing has gotten broader and more artfully executed.
Still, other sources familiar with the situation tell us that what began as an agency review for “shopper marketing” morphed into a more broad assignment from Bose for Team Epic, one which sees the agency additionally handling a broad NFL sponsorship strategy mission for Bose. Whether that will duplicate CAA’s efforts is unclear, but clearly it is independent of them.
Multiple sources told us that while CAA’s player-based strategy has helped close the “coolness gap” between Bose and headphone competitors like Beats, the client’s other desired messages of quality and performance under conditions as potentially hostile (and noisy) as NFL sidelines is not being communicated to Bose’s satisfaction. CAA Sports Consulting would not comment and Team Epic Principal Mike Reisman said his agency is handling “shopper marketing, along with NFL strategy and activation” for Bose.
Stay tuned to see who recovers this fumble on the NFL sidelines.
> NO SUDS AT LUNCH: Another sign of the times at Anheuser-Busch: For the first time in memory, A-B is not the luncheon sponsor of the annual March of Dimes Sports Luncheon in Manhattan on Dec. 2 in New York City, which usually draws a crowd of 700.
The 32nd version of the March of Dimes luncheon, one of the few events to unite all sides of the sports industry, will honor soccer’s Carli Lloyd as Sportswoman of the Year. Fox Sports President Eric Shanks will receive the corporate leadership award, while former SEC Commissioner Mike Slive will be honored with a Sports Leadership Award. The Sportsman of the Year Award is to be determined.
New sponsors this year include CAA Sports, Octagon and the American Athletic Conference. Sponsorships range from $13,000 entry level to $40,000 for luncheon sponsor and $75,000 for the presenting sponsor. Returning sponsors include CBS Sports, Fox Sports, NBC Sports, ESPN, WME-IMG, MLB, MLS, the NBA, NFL and NHL.
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Claude Giroux is supporting the sponsorship of one of the NHL teams in AAA’s Mid-Atlantic region.
Photo by: AAA |
> CARS ON ICE: Newly minted Washington Capital
T.J. Oshie is now a new endorser, joining Philadelphia Flyers captain
Claude Giroux, in supporting sponsorships of the two NHL teams in
AAA’s Mid-Atlantic region, which serves nearly 4 million members in New Jersey, Delaware, Maryland, Pennsylvania, Virginia and Washington, D.C.
The players will appear in ads and do clinics at rinks in the Philadelphia and D.C. markets, via additional agreements with local rinks.
“The target is young parents, and youth sports are a great way to reach them, especially considering all the travel involved,” said Matt Haas, AAA Mid-Atlantic’s director of marketing and advertising.
Marc Bluestein’s Aquarius Sports and Entertainment handles for AAA.
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| PARKER |
> COMINGS & GOINGS: Premier Partnerships is continuing to expand with a Chicago office and has hired
Chris Parker as a senior vice president to run the new location, which will soon have five people. Parker was with the Nashville Predators/Bridgestone Arena for seven years as executive vice president/chief sales and marketing officer. He’s also worked for the Detroit Pistons/Palace Sports & Entertainment and spent nearly 10 years in California with the San Jose Sharks/Silicon Valley Sports and Entertainment. … Former SBJer
Amos Varon adds an “S” to his VP, sports and entertainment partnerships title at Madison Square Garden, where’s he’s been since 2011. Varon also has sold for NASCAR and the Brooklyn Nets/Barclays Center.
Terry Lefton can be reached at tlefton@sportsbusinessjournal.com.
