Marketplace RoundupPublished March 16, 2012
SUPPORTING THE ALMA MATER: MARKETWATCH’s Sam Mamudi cited an IBISWorld study that found that “one-fourth of all goods sold through licensed sports apparel stores in 2012 will be college-branded.” The NFL, the “highest-earning sports league in the world, is expected to rank second this year, with a 22.6% share,” and MLB third with 22.9% of sales. MLB-licensed goods until recently had been the “biggest sellers at licensed sports apparel stores.” But a combination of “more television exposure and an increasingly professional approach to merchandising has seen college products rise from third in 2009, behind MLB and NFL, to number one in 2010 and last year -- and likely in the years ahead.” IBISWorld analyst Brian Bueno said that the “top-selling colleges last year" were Texas, Alabama and Florida (MARKETWATCH.com, 3/15).
CHEERS TO THIS: MillerCoors Marketing Communications Manager Scott Bussen said that the company is “running advertisements for three of its top brands -- Coors Light, Miller Lite, and Miller64 -- during the run of the NCAA men’s basketball tournament.” In Milwaukee, Rich Rovito noted MillerCoors also is airing a Miller Lite “responsibility” spot, which “emphasizes the importance of having a designated driver.” Bussen said that the beer brewer also “has a partnership with DirecTV that gives it ‘an increased presence’ during tournament broadcasts” (BIZJOURNALS.com, 3/15).
CUP COMETH OVER: YAHOO SPORTS’ Greg Wyshynski reviewed the NHL’s new “Because It’s The Cup” campaign and wrote the “Where It’s Been” ad is a “gorgeously shot spot that chronicles some of the Stanley Cup's strangest journeys, including the bottom of a swimming pool.” It does a “really nice job of conveying that quirky vibe in a short running time.” The “Two Halftimes” spot “might just be the kind of thing that convinces the non-believers to check out the Playoffs” (SPORTS.YAHOO.com, 3/15).
Marketing and Sponsorship
Herbalife Renews Sponsorship With MLS Galaxy For A Record 10 Years, $44M
Southern Living: Bojangles' To Serve As Title Sponsor Of Darlington's Sprint Cup Race
Linsanity Seems To Be Slowing Down, As Demand For Jerseys, Shirts Is Dropping
Visa Europe Launches London Games Campaign Touting Mobile Payment Option
Nike Once Again The Predominant Shoe Sponsor Of NCAA Women's Tournament Teams
Leagues and Governing Bodies
Bills Show Commitment To Winning By Signing Mario Williams To Record Deal
Crisis Averted: Dwight Howard To Stay With Magic For At Least One More Year
Blazers President Says Roster Moves No Indication Paul Allen Is Looking To Sell
Quebecor's High Q4 Revenue Means Company "Has All The Tools" To Pursue NHL Team
Timbers Owner Merritt Paulson Sees MLS Growth Potential
Santa Clara Leaders Finalize Extra Loans For 49ers Stadium Project
Edward Jones Renews Naming-Rights Deal For Rams' Stadium For 11 More Years
DC United Renew RFK Lease Through '13, Will Limit Seating To Lower Level
Jets, Giants Worried About Traffic From American Dream Meadowlands Project
Barclays Center Signs Deal With Language Translation Services Company Ortsbo
Residents Near Marlins Park Complain About New Neighborhood Parking Plan