sporting brands

New Kit on the Block: Nike Cuts Manchester United Ties [Updated]

Posted by Mark J. Miller on July 8, 2014 02:08 PM

Soccer is the one category where Adidas has a significant market-share lead over archrival Nike and the latter would love to change that. For evidence, take a gander at how much Nike has invested in World Cup-related marketing.

As much as Nike would like to conquer the one last silo Adidas has, it apparently isn’t ready to open its wallets completely in order to continue being associated with the biggest-name football club in the world: Manchester United.

Nike’s 13-year deal to supply uniforms for the team ends next year and the pair have been in talks about an extension. Nike currently pays out around $40 million annually along with a percentage of merchandise sales to ManU, Bloomberg reports. Now the team is said to want $102.8 million each year—an amount that Adidas may be willing to pay—as Nike confirmed today that it will no longer sponsor the storied team.Continue reading...

World Cup Daily

Benefit Gives Female Football Fans Their Own Space to Watch World Cup

Posted by Mark J. Miller on July 7, 2014 05:10 PM

While many World Cup viewers are cramming themselves into sweaty bars, overpacked family rooms and massive public spaces, there are a few women in England who are seeing the matches in style. 

Benefit Cosmetics created a pop-up pub in London for women to watch the Cup along with other events, such as Wimbledon. It opened on the first day of the Cup with “cocktails, canapés,” and free “make-uppers” from beauty artists in attendance. The pop-up space will shut down on July 13, the final day of the soccer tournament. 

It isn’t just a sports pub for women, though, according to Event Magazine. There have also been karaoke nights, wine-tasting sessions, bingo and poker sessions, and live comedy, among other things. But Benefit's gambit is reflective of a greater push to recognize female soccer fans in a largely male sport.Continue reading...

brand news

Brand News: China Auto Boom, Athletic Supporters, Manchester United and more

Posted by Shirley Brady on July 7, 2014 09:06 AM

TOP STORIES

China auto sales rise 14% on foreign brands such as Mercedes-Benz, which Daimler expects to pass Audi and BMW in market, while GM China sales riseVW expands local production and Alibaba-backed car hire startup challenges Uber in China with BMWs. Separately, Mercedes-Benz just unveiled its first self-driving super truck (above).

Tim Howard poised to rake in endorsements as Neymar exits World Cup due to back injury; the UK’s “most marketable” athlete Mark Cavendish is out of the Tour de France; and Roger Federer loses Wimbledon to Novak Djokovic, whose sponsors congratulate him.

Manchester United reveal new kit by Nike featuring new sponsor Chevrolet's logo. 

Samsung faces falling profits for third consecutive quarter, looks to appliances to goose US sales.

American Apparel remains in headlines as brand apologizes for Fourth of July tweet and ousted CEO finds allies and cedes stake.

MORE BRAND NEWS:

Advertisers target wearable gadgets as next ad frontier.

Airbnb steps up New York City marketing push.

Amazon cracks Stores' top 10 US retailer ranking, a first for an e-tailer.Continue reading...

branding together

Manchester United and Chevrolet Tease New Uniforms

Posted by Mark J. Miller on July 2, 2014 04:03 PM

While the World Cup continues on through its dramatic knockout stages in Brazil, the rest of the football world goes about its offseason business, such as deciding what players to sign and trade.

For Manchester United, the third most valuable soccer team worldwide according to Forbes, it also includes the introduction of a new Chevrolet-sponsored uniform.

While team and its GM-owned sponsor aren't ready quite yet to show off what the new jerseys will look like beyond a peek at the Nike logo and club crest, they're building up expectations with a teaser video to remind fans that no matter what brand name is on the front of the shirt.

As star striker Wayne Rooney tells the camera, "This shirt belongs to you. Always has. Always will."Continue reading...

brand news

Brand News: Burger King's Pride Burger, Hobby Lobby, T-Mobile and more

Posted by Shirley Brady on July 2, 2014 09:14 AM

TOP STORIES

Amazon defends stance against publishers.

Burger King unveils Gay Pride-themed "Proud Whopper" in limited test.

Google buys online music service Songza for reported $39 million.

Hobby Lobby ruling sparks mixed reactions by US business-owners.

T-Mobile accused by FTC of adding bogus charges to bills.

MORE BRAND NEWS

American Apparel founder Dov Charney fights to regain control of brand.

BMW plans billion-dollar factory in Mexico.

Budweiser owner AB InBev strengthens trademark position by buying Czech Budweiser brewer.

Consumer Reports survey slams KFC, Taco Bell and McDonald's.Continue reading...

brand news

Brand News: GM, L'Oreal, Bayer and more

Posted by Shirley Brady on July 1, 2014 09:29 AM

TOP STORIES

GM hopes to turn the key as automaker recalls 8.4 million vehicles and announces victim compensation plan.

Jeep tops most patriotic brands list as brand boosts Chrysler’s June sales.    

L’Oreal settles with FTC over anti-aging ad claims.

Bayer broadens healthcare line by keeping Merck's Dr. Scholl's and Coppertone brands.

Wendy’s taps Boyz II Men for pretzel burger campaign kicking off on Facebook.  

MORE BRAND NEWS

Aereo rivals aim to take advantage of US Supreme Court setback for brand.  

AirAsia and Rakuten team up for budget Japanese airline.  

AT&T sells America Movil stake.Continue reading...

World Cup Daily

Brands Help World Cup Shatter Records as Global Fans Engage in Football Fever

Posted by Sheila Shayon on June 30, 2014 06:14 PM

With seats in the World Cup quarter finals quickly filling up, the full effect of the World Cup branding machine is becoming more evident. With tensions and spirits high, soccer fans around the world are shattering viewership and engagement records as brands' marketing efforts continue to see major pay-off. 

The US soccer team’s 2-2 draw against Portugal was the most-watched soccer telecast ever in the US, grabbing an audience of 26 million people via ESPN, Univision, ESPN3 or WatchESPN, plus untold masses at sports bars and watch parties nationwide. High-interest matches like Brazil vs. Croatia, Spain vs. Netherlands and Germany vs. Portugal also saw spikes in viewership across broadcast and online networks. 

On social media, brands, whether an official sponsor or not, are seeing major traction with real-time marketing efforts and major World Cup-themed campaigns. So brandchannel asked Jeff Hoffman, SVP of Content Marketing at Erwin Penland (the agency behind Denny’s account) what brands he felt are utilizing social media the best during the games:Continue reading...

branded entertainment

Branded Content Watch: Newcastle, Oreo, Dell and more

Posted by Abe Sauer on June 30, 2014 01:07 PM

The Special (Drunk) Relationship: There is a lot to consider in an alternative history that examines what would have happened if the British won the Revolutionary War. But Newcastle is only interested in one detail: What beer would America be drinking? (Hint: Newcastle.)

In the spot, Ricky Gervais-collaborator Stephen Merchant examines what could have been for the British brown ale across a Newcastle microsite www.IfWeWon.com.Continue reading...

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