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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

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

State Farm: Getting Older Winter Games Ads Below

COLLEGE

CFB Title Games '21-24
No. 1 Colleges Since '92
NCAA: More Health $$$
Cancer Drives Home
NCAA Reballs Madness

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
Monday
Dec032012

For Mercedes-Benz, All Roads Lead To Super Bowl XLVII In New Orleans

By Barry Janoff

December 3, 2012: It will be hard to miss the Mercedes-Benz brand during Super Bowl XLVII week in New Orleans.

It also would be hard to argue that the automaker is not getting it's monies worth for a naming rights deal to the Super Bowl XLVII venue.

In 2011, Mercedes-Benz signed a $100 million, ten-year year deal for naming rights to the Superdome, where the game will be played on Feb. 3, 2012.

The company has purchased time during the day-long pre-game programming and in the fourth quarter of the Super Bowl broadcast on CBS.

New Orleans Saints owner Tom Benson owns Mercedes-Benz dealerships in New Orleans (and San Antonio) and plans to use his locations to support the big game.

Mercedes-Benz is planning to have multi-media marketing activation throughout the city during the week leading to the game.

Last week, Mercedes-Benz and lead agency Merkley + Partners, New York, had a crew in the French Quarter filming the new spot, which will support the CLA (pictured), due to hit showrooms in 2013. The spot will star Grammy-winning singer Usher, model Kate Upton and other elements that represent how far someone might go to fulfill their desires, according to reports from the location.

During Super Bowl XLV, Mercedes-Benz ran a commercial that used Sean "Diddy" Combs to unveil the 2012 Mercedes C63 AMG Coupe, Mercedes SLS AMG Roadster and other cars.

If nothing else, Mercedes-Benz looks to garner a significant amount of media value from its name on the Superdome. Earlier this year, Lucas Oil received in excess of $40 million in media value by having hits name on the venue for Super Bowl XLVI, according to Front Row Analytics, which evaluates ROI in sponsorship deals.

In 2010, Sun Life Stadium received some $26 million in media value directly related to Super Bowl XLIV.

Super Bowl XLV was played at Cowboys Stadium, which is still without a naming rights deal.

"Earlier this year, Lucas Oil received in excess of $40 million in media value by having hits name on the venue for Super Bowl XLVI."

Front Row Analytics looks at verbal mentions, on-screen text, signage and other factors and bases that on the cost of a 30-second commercial to determine media value.

Super Bowl XLVI is expected to match or exceed the average of 111 million viewers who watched the game on NBC. The cost of a 30-second spot during the Super Bowl XLVII broadcast on CBS is going for upward of $3.8 million, according to industry analysts.

Prior to Super Bowl XLVII, the Mercedes-Benz Superdome will host events including the New Orleans Saints against the Tampa Bay Buccaneers (Dec. 16) and Carolina Panthers (Dec. 30), the R+L Carriers New Orleans Bowl college football game between East Carolina and U. Louisiana (Dec. 22) and the Allstate Sugar Bowl between the University of Florida and the University of Louisville (Jan. 2, 2013), which will be telecast nationally on ESPN.

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