And now a word about sponsors.

Will Work for Corporate Sponsorship
Originally uploaded by Morningstarphoto

MediaBistro got me thinking this morning when they announced that GM had jettisoned their relationship with  Tiger Woods due to the economic climate. My question is, what is the value of these relationships/associations/sponsorships anyway?

I’m sure there are some computer models out there but looking at it from a brand pov I’m not sure I see the point. Three examples for debate.

GM cuts it’s ties with Tiger.
Did any of us believe that Tiger actually drove a GM?
Does anyone believe that it would have been his choice car if they didn’t pay him?
Did you have a more favorable view of GM since it parked itself next to Tiger Woods?

Joseph Abboud signs a 3-year deal to provide free suits to NBA coaches. (no signage or credit during broadcasts)
Does anyone pay attention to what NBA coaches wear, and if so, are coaches emulated?
How many times do you see a coach during a game looking cool, confident and collected, and not sweaty and pitted out?
If someone does pay attention, how are they supposed to know who makes the suit?

Sprint Halftime Report
What does Sprint have to do with halftime or football?
Do you have a different or reinforced perspective of Sprint after halftime?

Has Wheaties Changed Their Brand Focus?

rZx–wheaties

Originally uploaded by richardzx

New York Post reports that Golden Boy Michael Phelps has opted to have his mug displayed on boxes of Frosted Flakes, thereby bypassing the offers from General Mills-owned Wheaties.

Wheaties certainly appears to be continuing to purport its brand as a health conscious breakfast cereal; however, for them to not push Michael Phelps to be their box top boy questions how much they are willing to pay to do so. Unfortunately, without the continual athlete endorsements that they have enjoyed I fear they will succumb to being just another strangely named breakfast cereal searching for an audience. (Grape Nuts anyone?)