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sporting brands

This College Football Season, One of the Biggest Rivalries Will Be Nissan vs. Hyundai

Posted by Dale Buss on August 30, 2013 08:02 PM

Sure, there's the Michigan-Notre Dame game on Sept. 7 and plenty of other rivalries duking it out on the football field this season, but another major tilt will be going on this season as well: Nissan vs. Hyundai.

Both brands are staking claims to having a disproportionate presence in marketing around college football this year, and it marks the third season of major emphasis for both Hyundai and Nissan. Nissan continues to focus on its marketing partnership with the Heisman Trophy while Hyundai's embrace of the game is more general.

"Our goal has been to position Nissan as the premier partner of the Heisman Trophy and also owning the space in college football," Vinay Shahani, director of marketing communications and media for Nissan USA, told brandchannel. In the past, Nissan has been "the biggest advertiser on ESPN for college football."Continue reading...

sporting brands

College Football Conferences Team Up with USA Football for Player Safety PSAs

Posted by Mark J. Miller on August 19, 2013 07:16 PM

Football has increasingly come under fire for being too rough of a sport as more players report concussions and the long-term affects of such injuries comes into focus. With that, stricter rules have been put into play across all levels—the NFL, college football and Pop Warner leagues. 

This year, the NFL and three NCAA conferences have partnered with nonprofit USA Football to help bring attention to its Heads Up initiative on player safety. College Football's Big Ten, Big 12, and Pac 12 conferences helped make over 50 30-second PSAs that will be aired on all broadcast networks, according to Adweek. The intent is to hopefully prevent similar injuries from occurring in younger players.Continue reading...

game change

NCAA Breaks Ties with EA Sports as Legal Woes Continue

Posted by Mark J. Miller on July 18, 2013 03:37 PM

The NCAA and video-game maker EA Sports have been producing some of the world’s most popular video games together for years, but now college sports’ governing body has announced that it isn’t going to sign a new contract with EA as its current one expires.

The split isn’t happening so the NCAA can go develop its own games. Instead, it is the result of a number of lawsuits that leave the NCAA looking to protect itself in the legal system. As USA Today notes, the NCAA, EA, and Collegiate Licensing Co., the nation’s top collegiate trademark licensing and marketing firm, are all defendants in two federal lawsuits over the names and likenesses of players being used without permission from the players in question.Continue reading...

sporting brands

College Football's Newest Conference Faces Uphill Brand Battle

Posted by Mark J. Miller on July 2, 2013 10:38 AM

College sports fans are used to a lot of acronyms, particularly when it comes to league names: They’ve already got WAC, SEC, PAC, and MAAC (not to be confused with MAC). 

As of this past Monday, they can add AAC, the American Athletic Conference, a league constructed partially out of the remnants of the Big East. As Sports Illustrated notes, this new division has got a lot of work ahead of it in order to show the world it should be mentioned in the same breath as the so-called Power 5: ACC, Big Ten, Big 12, Pac-12 and SEC. And the work will begin by trying to show sports viewers that it is a quality league. 

Made up of Cincinnati, Connecticut, Houston, Louisville (for one season), Memphis, Rutgers (for one season), South Florida, Southern Methodist, Temple, and Central Florida, the conference doesn’t have any major powerhouses, but it will aim to show that it belongs in the upper echelon. "We've got to win games," first-year Cincinnati coach Tommy Tuberville told Sports Illustrated. "The rest of us, the ones that are going to be in this conference, need to step forward and take the lead. Try to get as many teams as we can the first few years into the Top 25. If we do that we'll have an opportunity to build off that."Continue reading...

brand news

In the News: ESPN, H&M, Target and more

Posted by Dale Buss on May 22, 2013 09:17 AM

In the News

ESPN begins hundreds of layoffs.

H&M says that some clothes were produced in collapsed factory in Cambodia.

Target misses earnings expectations and cuts outlook.

Cable networks are rebranding, and pay-TV brands aren't happy about it. 

Dairy Queen to debut new ad campaign that promotes its burgers and fries.

Dodge enjoys star turn for its Challenger at premiere of Fast and Furious 6.

EA lawsuit over players' videogame-likeness issue threatens NCAA policies.

Facebook becoming less popular among teens, Pew study finds. 

Ferrero backs off attack on World Nutella Day.

Fisker Automotive reportedly sees bid by boutique firm led by former GM exec Bob Lutz and Chinese supplier.Continue reading...

brand news

In the News: Chrysler, JCPenney, GM and more

Posted by Dale Buss on April 10, 2013 09:17 AM

In the News

Chrysler recalls more than 214,000 vehicles.

JCPenney acting CMO Sergio Zyman canvasses adland for marketing help as Macy's/Martha Stewart trial rolls on.

GM returns to Facebook advertising with mobile test for Chevy Sonic as it provokes unionists in Korea with talk about pullout, and Facebook widens data targeting for advertisers.

Aereo finds broadcasters circling the wagons against its streaming model.

Apple and Yahoo discuss deeper iPhone partnership, WSJ says.

Beech-Nut teams with Goya to launch Hispanic baby food line.

Behr launches social media program to market paint.

Cablevision Systems gives more responsibilities to wife of CEO.

Cannes Lions Festival adds jury on Branded Content and Entertainment.

Chili's begins marketing pizza nationwide.

Facebook has yet to monetize billion-dollar Instagram acquisition.

Fiat becomes more reliant on US and Asia for growth.

Fisker Automotive prepares to file under Chapter 11 soon.

Frontier Airlines may be on the block, WSJ says.Continue reading...

sporting brands

No Bull, Dawgs: Georgia and Nike Team Up For a Brand Refresh

Posted by Mark J. Miller on April 3, 2013 04:03 PM

When you have hundreds of thousands of passionate fans and a legacy as a winner, a rebrand can be a dangerous thing. The University of Georgia and Nike teamed up for such a rebrand across all of its athletic teams, but the pair may have saved themselves a lot of heartache and grief by not bringing too much change to the school’s beloved football team.

It’s been 15 months in the making, and now the world can feast its eyes on just how the pair have decided to “promote a consistent and unified look across all sports” at Georgia, the Atlanta Journal-Constitution reports.

One of the odder bits in UGA's rebranding by Nike, which also just revamped the branding for Oregon State,  is the introduction of a secondary logo that features a bulldog, the school’s mascot, which doesn’t look quite as unhappy and tough as the school’s previous secondary logo of a bulldog.Continue reading...

campaign tactics

AT&T Proves March Madness Not Complicated

Posted by Sheila Shayon on April 1, 2013 05:12 PM

AT&T is leveraging the popularity of its "It's not complicated" campaign by switching out children from the TV commercials that broke in November with retired basketball stars such as Larry Bird, Kareem Abdul-Jabbar, Magic Johnson and Bill Russell for March Madness.

In partnership with the NCAA and Turner Broadcasting's TBS, TNT and truTV, AT&T is showing its social media muscle, pumping out Promoted Tweets from the NCAA's @MarchMadness Twitter handle during numerous college basketball games, such as Florida Gulf Coast's two-game run to the Sweet 16 round.

"We want to provide behind-the-scenes content so people from their living rooms on their couches can be a part of the on-site game experience," said Blair Klein, social, digital and emerging communications lead at AT&T, to Adweek.

"Engaging fans around the things they are passionate about helps live our core values—connecting with customers and allowing them to engage with each other and the brand. This [Twitter-based] program reflects that, as well as the speed of conversation. It ties in with our 'fastest 4G LTE network' copy."Continue reading...

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