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POLL POSITION
Sports Marketer of the Year
 
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QUICK HITS

• Naismith Memorial Basketball Hall of Fame Finalists Class of 2018: Ray Allen, Maurice Cheeks, Charles “Lefty” Driesell, Hugh Evans, Grant Hill, Jason Kidd, Steve Nash, Rudy Tomjanovich, Chris Webber, Kim Mulkey, Katie Smith, Tina Thompson, Wayland Baptist University. Class of 2018 will be named during the NCAA Men’s Final Four weekend in San Antonio March 31-April 2.

• Serena Williams, who said her first auto purchase was a while Lincoln Navigator SUV she named “Ginger,” has signed to become an official spokesperson for the brand. A social media-based marketing campaign includes videos of Williams talking about and driving the 2018 Navigator, with ongoing videos to follow. “Partnering with a brand like Navigator comes from a genuine place,” she said in the first video. “Let’s just be honest: Serena Williams needs to be in the new Navigator.”

• The Smashing Pumpkins unveil 'Shiny And Oh So Bright' 36-city tour, their first tour in nearly 20 years, with founding members Billy Corgan, Jimmy Chamberlin, James Iha. Produced by Live Nation.

KEEPING SCORE

Most Exciting Sports Worldwide
1. Athletics (i.e. Olympics) 47% Very/Quite Exciting
2. Tennis 43%
3. Football (soccer) 43%
4. Rugby 41%
5. Gymnastics 36%
6. Boxing 32%
7. Formula 1 32%
8. Swimming 26%
9. Horse Racing 25%
10. Cycling 25%

Most Boring Sports Worldwide
1. Golf 70% Very/Quite Boring
2. U.S. Football 59%
3. Cricket 58%
4. Darts 58%
5. Snooker 57%
6. Basketball 52%
7. Horse Racing 52%
8. Cycling 50%
9. Formula 1 49%
10. Boxing 46%

Poll from YouGov.com

BUY SELL

Most-Watched Winter Olympics in U.S. TV History
1. Lillehammer, 1994* 204 million
2. Vancouver, 2010 190 million
3. Salt Lake City, 2002 187 million
T4. Torino, 2006 184 million
T4. Albertville, 1992 184 million
T4. Nagano, 1998 184 million
* Nancy Kerrigan/Tonya Harding incident

Source NBC Sports

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Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Thursday
May262011

Report: NFL A Major Player As Companies Spend More Money On Sports Sponsorships

By Barry Janoff, Executive Editor

May 26, 2011: If there was any question regarding the ultimate reason that the lockout between NFL owners and players will be resolved, that was answered in a new report on sponsorship spending among U.S. companies.

In 2009, the number of U.S. companies that spent $15 million or more on sponsorship deals was 66.

In 2010, that number rose to 77, led by beverage giants Pepsi and Coca-Cola, which spent upwards of $590 million combined, according to a new report from research and marketing firm IEG, Chicago.

Anheuser-Busch increased its sponsorship spending last year, moving past Nike into third place. The brewer's spend is expected to rise again in 2011, the first year of its alliance with the NFL.

Another sign of the power of the NFL is that fact that Verizon Communications. which signed a mega-deal with the league, replaced the NFL's former telecommunications partner, Sprint Nextel, at No. 11.

Papa John's, which also launched an alliance with the NFL, was one of 14 companies that were new to the list.

Super Bowl XLV this past February saw about a dozen automakers and/or car-related companies advertise during the broadcast on Fox. The resurgence of the industry also is reflected in the IEG report, where eight car companies and several auto-centric firms such as Bridgestone and Goodyear were on the list.

General Motors topped all car makers with an estimated $185-$190 million in spending.

According to the study, the top 20 sponsors remained the same from 2009, although there was some shuffling within the upper echelon. PepsiCo—with such brands as Pepsi, Gatorade, Mountain Dew, Aquafina, SoBe and Frito-Lay snacks—remained atop the list.

PepsiCo spent an estimated $335-$340 million on sponsorships in 2010, almost $100 million more than second place Coca-Cola, which spent an estimated $45-$250 million on sponsorship deals last year, per IEG.

However, Sprint only dropped to No. 14, "primarily [due] to its ongoing status as Nascar’s largest partner," according to IEG.

Concurrently, per the report, three companies that fell out of the overall rankings each did so because they dropped primary sponsorships of Nascar Sprint Cup Series teams: Black & Decker Corp., Brown-Forman Corp. and Kellogg Co.

Among companies that invest primarily or heavily in sports marketing and sponsorship alliances, Nike outspent rival adidas by about $80 million; U.S. Olympic Committee partner Procter & Gamble remained strong at No. 13; Under Armour was new to the list with an estimated spend of between $20-$25 million; Kia Motors, an official NBA partner with strong ties in hockey, motor sports and the LPGA, also joined Under Armour as a rookie in this report with an estimated spend of $15-$20 million.  

J.P. Morgan Chase & Co. had one of the biggest gains among companies from 2009, moving up from No. 32 to No. 22 "due to its mega-deal with Madison Square Garden."

The 14 companies new to the 2010 list are: Aflac, Capital One Financial, 3M, Under Armour, Papa John’s, Delta Air Line, Kia Motors America, Kraft Foods, Goodyear, Subway Restaurants, Discover Financial Services, Cisco Systems and Sherwin-Williams.

According to IEG, the spending estimates given for the companies on the list "reflect amounts spent on sponsorship fees of U.S. properties and the portion of spending on international properties that is directed to the U.S. market."

 

 

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