sports in the spotlight

From Shoulder Pads to Jell-O Molds, Brands Have Football Fever

Posted by Dale Buss on August 28, 2014 05:21 PM

After spending much of the offseason dabbling in off-the-field concerns ranging from trademark rights to television rights to gay rights, the twin behemoths of American football—the National Football League and the NCAA—figure fans are finally ready for some action on the field. Brand marketers of all kinds are right there with them intending to find new ways to leverage relationships with what remains the nation's most popular sport and its biggest TV-viewing engine.

Russell Athletic, for example, is teaming with Boeing to incorporate excess carbon fiber from the production of the company's latest plane, the 787 Dreamliner, into Russell shoulder pads and other protective athletic gear. The carbon filaments provide high strength-to-weight ratio and durability and so could prove ideal in helping the sport cut injuries. The partnership also is a way for Boeing to use scrap material as part of its sustainability push.

Meanwhile, a genuine on the-field star, Dallas Cowboys wide receiver Dez Bryant, is following in the footsteps of other NFL stars in launching a personal brand. In the case of the Pro Bowl pass catcher, it is "ThrowUptheX" apparel—named for the touchdown dance in which Bryant crosses his arms at the forearms.Continue reading...

World Cup Daily

Nike Leads Brand Marketers Kicking Up World Cup Fever on the Web

Posted by Mark J. Miller on June 4, 2014 02:44 PM

The vast majority of football fans around the globe will be watching World Cup games on TV, whether that's in a pub, in a city square with thousands of others, or alone at home where no one else can see you worry through each excruciating minute. However, all those fans will also be heading online to search for highlights, commentary, and a place to share their extremely knowledgeable opinions. Marketers are placing their bets that this World Cup will shape up to be a major online event.

After all, Google reports that "searches related to the tournament over the past four years have outnumbered those for the Olympics, the Super Bowl, and the Tour de France combined," according to Bloomberg. That kind of data has led every brand and its brother to launch World Cup-related online content. Sports Illustrated is hosting a standalone Planet Futbol site to cover the Cup and draw as many eyeballs as possible, as Adweek notes.

One of Nike's World Cup ads, the "Winner Stays" spot (above) featuring top footballer Cristiano Ronaldo, had 78 million views online (on YouTube and beyond) in April before it even debuted four days later on TV, partially due to Ronaldo, the world's most popular athlete on Twitter, tweeting it out to his ardent followers, Bloomberg adds. Still, Nike didn't feel compelled to release it on different platforms concurrently. Online ruled the day.Continue reading...

celebrity brandmatch

Celebrity Brand Match: Heidi Klum, David Beckham, Justin Bieber and more

Posted by Mark J. Miller on March 25, 2013 03:29 PM

New Grownup Burger Recalls Grownup Film Moment

The words burger, Heidi Klum and bourbon aren’t generally found in the same sentence, but that’s changed now that Carl’s Jr. will become the first fast-food chain to release a burger branded by a liquor. The Jim Beam Bourbon burger will start being sold Monday night and to celebrate the moment, the chain has turned out a sexy ad featuring supermodel/businesswoman Heidi Klum reprising one of American film’s sexiest characters, The Graduate’s Mrs. Robinson.

In it, Klum seduces the camera and her naïve young male costar while chowing down on a massive Jim Beam burger. (Don’t worry, teetotalers. Unlike the famed Mrs. Robinson, the burger is alcohol-free.)Continue reading...

brand news

In the News: T-Mobile, Blockbuster, W Hotels and more

Posted by Alicia Ciccone on March 25, 2013 09:46 AM

In the News

T-Mobile kills off wireless contract, readies to launch LTE network.

Gordon Brothers Europe agrees to buy struggling Blockbuster UK, saving 2,000 jobs and brand. 

W Hotels plans to double Asia presence over the next five years.

AstraZeneca settles Crestor patent suit.

Apple, Microsoft defend pricing policies in Australia.

Britain's BAE Systems wins five-year, $780 million US military contract.

BMW looks to Mini Paceman to challenge growing Fiat market.

Bridgestone launches new tire line to reignite Firestone brand.Continue reading...

brand news

In the News: Amex Syncs Twitter, and more

Posted by Dale Buss on March 12, 2012 09:01 AM

In the News

American Apparel may have a knight in shining armor: George Soros.

American Express sees millions of Twitter Sync coupons redeemed within first five days.

Ann Taylor tweaks brand lineup.

Apple finds iPhone falling behind Samsung in China.

BBC America bets on New Yorkers as tastemakers for new cooking show.

Barnes & Noble tests Penguin publishing boutiques in its stores.

CNN reportedly in talks to acquire Mashable.

Chevrolet shows off networked car at SXSW.

Chevron plays catch-up in shale gas.

Chipotle gets a big bang for the little buck.Continue reading...

brand bites

Brand Bites: Black Eye Edition

Posted by Abe Sauer on December 10, 2010 12:30 PM

Great testimonial ... or greatest testimonial? F1 boss Bernie Ecclestone was mugged for his Hublot watch. So, naturally, he made a Hublot ad playing up his mugged mug, above. Not what you'd expect from a luxury watch brand, but certainly in your face.

Oprah Down Under: Australian for product placement. Also: Fodder for yet another Taiwanese nooz takedown.

After the jump: Russia's Pirelli challenger, Happy Meal talk, Tata No-no, and more.Continue reading...

World Cup Daily

World Cup Watch: iRonaldo + more

Posted by Shirley Brady on June 30, 2010 12:45 PM

Cristiano Ronaldo gets his own (unofficial) iPhone app; check it out after the jump.

Ambush marketing, such as Bavaria's orange-dressed dig at official beer Budweiser, should warn brands, according to Australian law blog.

Nike unveils mural at Selfridge's in London as nod to Team England and Brazil.Continue reading...

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