Sports Sponsorships

KENNEBUNK, Maine — Tom's of Maine, a maker of natural personal care products, has announced the launch of its new natural whitening toothpaste Simply White, and a partnership with Sheryl Crow's "100 Miles From Memphis" concert that kicks off on May 7.

The project involves greening the concert tour, beautification events in key markets, a live chat with Crow on May 19 and an exclusive free song download via the Tom's of Maine Facebook page, while supplies last.

PRINCETON, N.J. — Stain remover OxiClean has teamed up with Laura Posada, wife of Major League Baseball star Jorge Posada, to give hometown sports leagues the chance to win $10,000 for their organization.

NEW YORK — "A new way to do energy" has hit the market.

Sheets — a brand co-developed by basketball star LeBron James, along with PureBrands CEO Warren Struhl and co-founders Jesse Itzler and Maverick Carter — are individually wrapped, paper-thin dissolving strips that tout the same amount of caffeine as a cup of premium coffee in one small strip, which is about 100 mg, without containing any sugar or calories, the company said.

SUPPLIER NEWS — Unilever is looking to help women “go sleeveless” with confidence with the launch of its new Dove Ultimate Go Sleeveless deodorant.


The new collection features a tri-moisturizing system and is designed to provide softer, smoother underarms in five days. The suggested retail price is $3.89 to $4.88.


NEW YORK — "If you build it, they will come." That was the famous line whispered to Kevin Costner in the baseball film "Field of Dreams."

But this time, Pepsi Max, which has been named the official soft drink of Major League Baseball, developed two ad spots that put a spin on the film. Baseball legends and current players star alongside the Pepsi Max driver to prove that if Pepsi Max builds a "Clubhouse in the Corn," the players will come.

NEW YORK — Ethnic hair care brand Johnson Products has inked a multiyear deal with NBA star Carmelo Anthony to be the corporate spokesman, lending his voice and celebrity status to the Ultra Sheen Men line.

The deal will feature Anthony in advertising and promotional campaigns, cause-marketing and community outreach programs, as well as in personal appearances for JPC and Ultra Sheen Men. Anthony also will be involved in the development of innovative new grooming products for JPC.

LONG VALLEY, N.J. — A beef jerky brand that made its debut at the 2010 National Association of Convenience Stores trade show last October has been named the official beef jerky of the Babe Ruth League.

BOCA RATON, Fla. — Jack Black is promoting its new Performance Remedy sports therapy collection by sponsoring the Revolution3 Triathlon.

The Performance Remedy sports therapy line offers naturally based, active body treatment and sun protection products to help fight fatigue, speed recovery and promote peak sports performance. The collection includes six products infused with Eastern and Western herbs to provide holistic, performance-enhancing benefits, the company stated.