SBD/26/Sponsorships Advertising Marketing

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  • ATTENTION SPONSORS: PGA SCOREBOARD UP FOR GRABS

         RJ Reynolds and the PGA Tour have reached an agreement under
    which the company will continue to sponsor the 1994 Vantage
    Championship on the Senior Tour, but will discontinue sponsorship
    of a scoreboard program after this season.  T. Wayne Robertson,
    President of Sports Marketing Enterprises, a division of RJ
    Reynolds:  "Although we are discontinuing sponsorship of the
    scoreboards and other programs, we feel just as strongly as ever
    that the Senior PGA Tour works excellently for us."  According to
    PGA Tortu Commissioner Tim Finchem, the Seniors Tour may seek
    other sponsors for the scoreboard program and other promotional
    efforts.  This year's $1.5M Vantage Championship will be held
    Sept. 30-Oct. 2 in Clemmons, NC (THE DAILY).
    

    Print | Tags: PGA Tour, R J Reynolds
  • AVP PLAYERS LOOKING TO BUILD THEIR STRENGTH

         The AVP is a mix of "charm and cheese," "American Gladiators
    meets Baywatch," according to Joe Drape of the ATLANTA
    CONSTITUTION, and its players are "beginning to grumble about the
    beefcake, jiggle-and-sell factor that, frankly, overshadows their
    athleticisism, as well as the tour's contribution to the growth
    of beach volleyball."  AVP member and Olympic hopeful Randy
    Stoklos:  "We're looking for some legitimacy as a sport and the
    Olympics provide that, so we've got to direct attention on the
    court.  It's no secret we took off, especially on TV, because you
    could look left or right and see a good-looking male or female."
    In '94, the AVP Tour is expected to generate $8M in revenues and
    is being featured on 21 hours of broadcasts on NBC, and 42 hours
    on ESPN and regional cable networks.  Currently, the the U.S.
    Volleyball Association and the sport's international federation
    "are trying to cut the player-owned circuit out of the Olympics."
    Mike Dodd, AVP Tour Chair:  "The root of our sport was a beach
    party.  It's time to say we are a sport, but the media and
    mainstream sports fans see the bikinis and say 'You're not.'  The
    TV growth was so profound, we haven't had a chance to catch up.
    Maybe we do bend over backwards for our sponsors, and maybe we
    still need to be a little cheesy because we're such a young
    sport.  We're going to continue to fine-tune our presentation.
    Who Knows?  Maybe someday we'll become as slick as the NFL and
    NBA" (Joe Drape, ATLANTA CONSTITUTION, 9/24).
    

    Print | Tags: ESPN, NBA, NBC, NFL, Walt Disney
  • COKE'S NEW AD CAMPAIGN

         In this week's BUSINESS WEEK, Maria Mallory chronicles the
    reasons for Coke's "eye-popping third-quarter worldwide volume
    increases of 12%."  After years of "marginal market share growth,
    languid product development and stodgy marketing, Coca-Cola is
    revving up its fortunes.  It's tweaking every aspect of global
    marketing, adding cutting-edge advertising, new packaging,
    product sampling, and high-profile sponsorships.  It's also
    pushing new products out the door faster than ever before."
    Mallory notes that the "rejuvenation of Coke has become a
    personal quest" for Coke CEO Robert Goizueta (BUSINESS WEEK, 10/3
    issue)....Coca-Cola has announced a bottling joint venture in
    South Africa and an additional $100M investment in Russia over
    the next three years (WALL STREET JOURNAL, 9/26).
    

    Print | Tags: Coca-Cola
  • HOCKEY, THAT RED-HOT COMMODITY, ASSUMING NO LOCKOUT

         "Suddenly, ice hockey is red hot," writes Kevin Goldman in
    this morning's WALL STREET JOURNAL.  But with the labor dispute
    threatening the start of the season, the NHL could "squander an
    opportunity that sports marketing experts agree won't likely be
    handed to hockey ever again."  Goldman reviews the new Fox-NHL TV
    deal noting that Nike, Anheuser-Busch and Coke are the first
    national sponsors of '94-95 NHL games.  "Although hockey is
    scoring more points with fans and national advertisers alike,
    Madison Avenue remains reluctant to sign hockey stars as product
    endorsers" (WALL STREET JOURNAL, 9/26).
         MORE ON THE FOX DEAL:  In San Jose, Colin Seymour notes that
    Fox's $31M deal for the NHL buys them "new clientele and a lot of
    ink in the paper" (SAN JOSE MERCURY NEWS, 9/26).  In BUSINESS
    WEEK, Ronald Grover notes that with the baseball strike, Rupert
    Murdoch's sports deals look "very sweet" (BUSINESS WEEK, 10/3
    issue).
    

    Print | Tags: Anheuser Busch, Coca-Cola, News Corp./Fox, NHL, Nike
  • MARKETPLACE ROUND-UP

         Fox today announces a "watch and win" promotion with
    McDonald's that the network says will include the biggest Super
    Bowl ticket giveaway ever (Michael Hiestand, USA TODAY,
    9/26).....Sports and Recreation of Tampa has filed for an
    offering of three million common shares worth up to $25.25 each.
    The company sells name-brand sporting equipment and athletic
    apparel at 48 Sport Unlimited superstores around the country. The
    offering is through CS First Boston, Lehman Brothers and Smith
    Barney.  Sports and Recreation is listed on the NYSE under the
    symbol WON (MIAMI HERALD, 9/26)....Vaseline Lip Therapy, a
    trademark of Chesebrough-Pond's USA, has signed on as a "gold
    sponsor" of Jimmie Heuga's Ski Express and Jimmie Heuga's
    Mountain Bike Express programs for 1995.  Terms of the agreement
    were not disclosed, but the program will include on-site signage,
    sampling, P.A. announcements, and trade activities at each of the
    28 Ski Express events.  The Vaseline Lip Therapy logo will be
    included on all program brochures, posters, and print
    advertisements, as well as on program advertisements on the
    Weather/Travel Channel.  After the ski season, Vaseline Lip
    Therapy will move into its sponsorship of the mountain biking
    program (THE DAILY).
    

    Print | Tags: McDonalds, News Corp./Fox
  • MEDIA ALERT: FROM FOOT LOCKER, FILA, AND NYC MAYOR GUILIANI

         Today at 11:45 am, Foot Looker, Fila, and Mayor Rudolph
    Guiliani will announce the details of a citywide backboard
    replacement program in 625 of New York City's poorest schools.
    Location:  P.S. 171, The Patrick Henry School, 19 East 103rd
    Street at Madison Avenue.  Over the next three years, the $1.2M
    program will replace and refurbish nets, rims, and backboards
    (THE DAILY).
    

    Print | Tags: Fila USA
  • PANTHERS KEEP SKATING WITH MARKETING STRATEGY

         The Panthers' second-season marketing strategy will closely
    resemble last year's and will continue to be guided by a clear
    philosophy:  "Educate those who need to be educated without
    insulting those who don't."  Dean Jordan, Panthers' VP for
    Business and Marketing:  "We're not going to do much differently
    from a marketing standpoint.  We had a good system, and we're
    going to just try and expand and build on it."  Program elements
    include:  "Panthers' Pocket Guide to Hockey," a John
    Vanbiesbrouck instructional video available for rent at
    Blockbuster stores, the "Streetcats" street-hockey program for
    children.  95% of the team's season-ticket holders renewed for
    this year; prices were raised from only in the sold-out lower
    bowl, which climbed from $32.50 to $38.00 (Dave Sheinin, MIAMI
    HERALD, 9/25).
         COME ONE, COME ALL:  In an effort to give all patrons an
    equal chance to purchase Panther Pack seats ($8/ticket), the
    Panthers and Ticketmaster announced the implementation of random
    number distribution.  Steve Dangerfield, Panthers' Director of
    Ticket and Game Day Operations:  "It is the goal of the Panthers
    and Ticketmaster to stop overnight camping for safety reasons.
    In addition, we hope to deter scalpers or ticket brokers the
    ability to hire people to camp out to get the first tickets made
    available" (THE DAILY).
         TICKETMASTER REVIEW:  In a separate story in yesterday's
    MIAMI HERALD, Alina Matas profiles Ticketmaster, "a $190M-a-year
    national giant" that "rules the off-site world of the tix biz"
    through its agreements with a wide range of venues for ticket
    sales and distribution.  Matas:  "The monies they get are called
    'rebates.'  Some call them 'kickbacks.'"  Robert Franklin,
    manager of the Miami Arena:  "It's a revenue source for us.  The
    service charge is very profitable.  There's virtually no cost
    associated with it."  (MIAMI HERALD, 9/25).
    

    Print | Tags: Ticketmaster
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