In the history of sports marketing, there has never been a brand that has gone from zero to everything like SpongeTech, the infomercial sponge company that is now sponsoring at least 35 sports teams.
Just like the economy had benefited SpongeTech in the form of cheaper commercial time, the economy also allowed them to get into sports arenas around the country as teams were desperate to fill signage space.
They got prime space in Citi Field and at the New Yankee Stadium and in the background for New York Giants interviews on gameday. They bought the practice jersey rights to the Cincinnati Bengals that yielded them more than $350,000 in advertising exposure on HBO’s "Hard Knocks," according to sponsorship evaluation firm, Joyce Julius & Associates. It even got its name onto the court at Arthur Ashe Stadium during the U.S. Open.
Having done a documentary on the informercial business , I was initially skeptical about seeing so much SpongeTech so soon. I had learned that for every $1 you spent on an infomercial, you had to gross $2 in order to stay alive for another week.Page 1 of 3 | Next Page