subject: Jones Soda Co. (NASDAQ: JSDA) $29M (MarketCap) and Seattle Seahawks End 3 Year Sponsorship Relationship [print this page] Jones Soda CoJones Soda Co. (NASDAQ: JSDA) $29M (MarketCap) and Seattle Seahawks End 3 Year Sponsorship Relationship
Seattle, Washington based Jones Soda Co. (NASDAQ: JSDA) markets and distributes premium beverages under the Jones Soda, Jones Pure Cane Soda, Jones 24C, Jones GABA, and Whoopass Energy Drink brands and sells through its distribution network in markets primarily across North America. Today, press was released that the Seattle Seahawks and Jones have opted not to continue their sponsorship relationship, ending a positive 3-year relationship between the two organizations. This Seahawks partnership enabled Jones Soda to exclusively provide carbonated beverages to Qwest Field. It was great for the company, providing brand awareness, retail activation, and involvement with one of the elite NFL franchises.
Jones Soda is currently trading down 11.82% or $0.15 at $1.12. For Jones Soda, the company will return its attention to grassroots marketing initiatives that focus on a nationwide audience, including samplings and events all through the country.
"We achieved everything and more than we originally set out to do with Qwest Field and the Seahawks organization," said Mr. Meissner. "The return of our focus on Jones core 12-ounce flavors in glass bottles and our need to support our efforts in markets from coast to coast created a shift in our marketing mix. We made a strategic decision that enables us to redeploy our remaining sponsorship dollars under this arrangement to focus on other initiatives that support our core business, and leaves the Seattle Seahawks in a good position to move forward with another carbonated beverage provider."
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