Sponsor Spotlight -- Subway Signs Phelps; John Deere to Sponsor World Equestrian Games; 2012 Logistic Centre Bid

(ATR) Michael Phelps signs an exclusive deal with Subway... John Deere will be the official equipment sponsor of the 2010 World Equestrian Games... Global shipping company DHL will handle shipments at the Olympics Logistic Centre.

BEIJING - AUGUST 17:  Michael Phelps of the United States smiles with the American flag as he wears his eighth gold medal after the Men's 4x100 Medley Relay at the National Aquatics Centre during Day 9 of the Beijing 2008 Olympic Games on August 17, 2008 in Beijing, China. (Photo by Adam Pretty/Getty Images)
BEIJING - AUGUST 17: Michael Phelps of the United States smiles with the American flag as he wears his eighth gold medal after the Men's 4x100 Medley Relay at the National Aquatics Centre during Day 9 of the Beijing 2008 Olympic Games on August 17, 2008 in Beijing, China. (Photo by Adam Pretty/Getty Images)

Subway Signs Michael Phelps

Subway has announced a long-term partnership with Michael Phelps, winner of eight swimming gold medals at the 2012 Summer Olympics in Beijing.

Phelps' exclusive deal with Subway means he will not be able to partner with McDonald’s, to which he had been linked during the Games.

"We knew Michael Phelps was a big fan of our sandwiches and we wanted to build on that with him to illustrate that Subway is a brand that can play a role in helping everyone, from elite athletes to weekend joggers, perform at peak levels and make healthier, smarter choices about food, whatever the activity," Subway CMO Tony Pace said, in a statement.

Phelps has been in demand since Beijing. He now has deals with Kellogg's Corn Flakes, Rosetta Stone learning systems, swimsuit maker Speedo and Visa.

"It’s always a good idea to use a celebrity," said Ron Paul, president of Technomic, a food-service consultancy company in Chicago. "They own the healthy fresh positioning. (Phelps) fits right in with that. He’s a healthy guy and so far he has a good image."

John Deere Named 2010 Equestrian Games Equipment Sponsor

John Deere has become the official equipment sponsor of the Alltech FEI World Equestrian Games, set for Sept. 25 to Oct. 10, 2010, in Lexington, Ky.

John Deere will provide grounds care equipment to be used during the 2010 Games. Some of the equipment will remain at the Kentucky Horse Park for use after the event.

John Deere also will be the title sponsor of the event’s reining competition.

"On behalf of the Federation Equestre Internationale, we are pleased to have John Deere Company partnering with our sport as the official equipment provider of the 2010 Alltech FEI World Equestrian Games," FEI President Princess Haya Bint Al Hussein said.

DHL Wins 2012 Olympic Logistic Centre Bid

The U.K. branch of global shipping company DHL has been selected to run the East London 2012 Olympics Logistic Centre by the Olympic Delivery Authority (ODA).

The ODA invited seven companies to submit proposals, cutting the list down to three finalists -- DHL, EWS Railway and Port of Tilbury -- in July.

The center will manage deliveries for the Olympic Park off site. That will allow the ODA to stagger shipments to reduce congestion.

"This is a key win for the DHL team. Drawing upon our expertise within the construction sector and our experience of delivering sophisticated supply chains, we are confident that we can help the ODA meet its challenging time and cost constraints." DHL Excel Supply Chain CEO Bruce Edwards said.

The center will open within the next two weeks and the contract will run until June 2011. DHL will use road, rail and river transport to service the site.

Anheuser -Busch Vice President Announces Retirement

Tony Ponturo, A-B's VP for sports marketing, will retire at the end of 2008 after 26 years with the beer maker.

Long considered one of the most powerful marketing executives in the industry, Ponturo became vice president in 1990 and gained global responsibilities in 1998.

Ponturo began his career at Anheuser-Busch in 1982 as a director of media services.

"Our company has achieved a presence and position in the United States and the world due directly to Tony and his team.

(He) created a world-class operation that has benefited A-B and our stakeholders," said Anheuser-Bush President & CEO August A. Busch IV in a memo to employees.

...Briefs

...NBC has signed a lease for 100,000 square feet at 75 Rockefeller Plaza in New York. The deal is expected to be short term until NBC Universal can consolidate most of its operations in a still undetermined site.

Written by Greg Oshust.