Archive for March 13th, 2007

short balls – SBJ edition: FILA, U.S. Open Series Bus

March 13, 2007

More from this week’s SportsBusiness Journal:

roddick - u.s. open series tour bus

The USTA will promote the 2007 U.S. Open Series with a $3.5 million ad campaign. At least two dozen players, including Roger Federer, Maria Sharapova, James Blake, Rafael Nadal, and Andy Roddick filmed spots when the bus made a stop in La Quinta. Unfortunately, the bus won’t be travelling with the players this summer. The USTA came up with the idea too late to create a promotion program to accompany the campaign.

You can watch a version of last year’s TV ad on YouTube. And see more from last week’s backstage preview here.

bjorn borg -  Fila

Fila has plans to rehire ex-CEO Jon Epstein once it is acquired by its Korean license partner, Fila Korea. The SBJ reports that the $350 million deal will close later this month. Epstein was convicted of fraud in 2003 and stepped down from his position.

Fila needs to strategize a little better about who they have on their sponsorship roster. Currently, they have Svetlana Kuznetsova and the senioritis-plagued Kim Clijsters.


Serena does NASCAR

March 13, 2007

NASCAR’s “Young Guns” Campaign is heading to the boob tube. Filming of “Fast Cars and Super Stars: Gillette Young Guns Celebrity Race” started this week in Charlotte. Pro drivers will teach celebrities including John Elway, William Shatner, Tony Hawk, and Serena Williams how to race.

Already sponsor conflicts are a-brewin”: Nike has apparently expressed reservations about Serena wearing a Gillette-branded fire suit (which, in Nike’s books, falls under “athletic apparel”). If it doesn’t work out, I think this is fire retardant:

serena - catsuit

And here’s a restriction: “Since Gillette’s core products are its shaving lines, contestants were told they ‘must be well-groomed,’ and that ‘stubble or scruff of any kind’ is unacceptable.”

via SportsBusiness Journal (reg. req’d)

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