Timex Pulls Out Stops For ING NYC Marathon

MediaPost Publications, October 28, 2009 — Timex has been quietly winding up programs to move the brand away from an "old reliable" sort of brand equity toward a more athletic positioning, using its Iron Man sub-brand to reach younger consumers.

The company is in its second year as official timing partner of the ING New York City Marathon

A Place Where Sponsors Sign Athletes

New York Times, October 18, 2009 — MARKETERS have been playing a new, more cautious game when it comes to signing athletes as endorsers, winnowing their rosters of jocks peddling products to proven performers with national — or international — profiles like LeBron James, Tiger Woods, Peyton Manning, Serena Williams and Derek Jeter.

As the Economy Worsens, Is There Money for Play?

New York Times, November 16, 2008 — From the “Buick” emblazoned on Tiger Woods’s golf bag to the Chevrolet Camaro that Cole Hamels drove home last month for being named the most valuable player of the World Series, it is hard to be a sports fan without stumbling across some type of advertisement for General Motors. The company consistently ranks first among advertisers of televised sporting events, outspending other automakers by more than two to one.

But as G.M. faces a financial crisis that has executives pleading with Congress for a federal bailout, many are wondering how far the company’s troubles will extend into the sports industry, which is already struggling to attract advertisers and sponsors in a weakened economy.