SBD/13/Sponsorships Advertising Marketing

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  • BLEDSOE KEEPING ENDORSEMENTS ON THE SIDELINE

         Drew Bledsoe's strong start in the NFL season has made him a
    natural target for endorsement deals.  But his agent, Leigh
    Steinberg, has "told them all the same thing: Please call back in
    a few months."  Bledsoe is "keeping his regional two year
    commitment with McDonald's as well as a deal with Nike as his
    only nonfootball associations." Steinberg and Bledsoe are also
    trying to establish the Drew Bledsoe Foundation, a fund-raising
    group for Boston area youth.  Some see Steinberg's handling of
    Bledsoe as similar to that of another client, Troy Aikman.
    Aikman waited to cash in on his marketability and now "still
    holds his private image along with two Super Bowl rings and a
    popular LA Gear commercial" (Michael Holley, BOSTON GLOBE,
    10/12).
    

    Print | Tags: McDonalds, NFL, Nike
  • DISNEY HELPING TO LINK TAMPA BAY & ORLANDO CLOSER

         The symbols of Disney's main Orlando attractions -- like the
    Mouse ears, Cinderella's castle and the Epcot sphere -- have been
    added to the Tampa Bay area's "trademark tourism ad," as part of
    an agreement between Pinellas County's tourism board and Disney.
    Allen Humphrey, regional marketing dir for Disney in Tampa: "What
    we're trying to do is make the Tampa Bay area 'closer' to
    Disney."  For years, St. Petersburg and Clearwater have touted
    their 90-minute travel time from Disney.  "But Disney guards its
    scenes and symbols closely, and it took a year of negotiations
    between Disney and the bureau before they ironed out how to
    cooperate formally" (Jim Riley, TAMPA TRIBUNE, 10/13).
    

    Print | Tags: Walt Disney
  • INTERCO TO SELL SHARES IN CONVERSE AS SEPARATE ENTITY

         Converse Inc. will "go it alone" under parent company
    Interco's latest restructuring plan.  Interco had planned to sell
    part of Converse in a public offering.  "Instead, Interco will
    spin off Converse to shareholders as part of a plan to break
    itself into three separate public companies."  The new plan will
    allow Interco to refinance all of its debt and "give Converse a
    better shot at raising equity capital in the future."  Interco
    shareholders will get new Converse shares (Jerri Stroud, ST.
    LOUIS POST-DISPATCH, 10/13).
         OTHER SHOW NEWS:  Sonics star Shawn Kemp is the latest to
    join the ranks of players with shoes named in their honor.
    Reebok and Kemp announced the creation of "Kamikaze Kemp's."
    Retail price:  $70.  Kemp: "We made it cheaper so kids could
    afford them.  We didn't want them to have to come up with $120
    like Jordan's.  There's no gadgets.  No air.  I didn't want a
    pump on it.  None of that Shaq stuff.  I wanted it just basic"
    (SAN JOSE MERCURY NEWS, 10/13).
    

    Print | Tags: Converse, Reebok
  • MARKETPLACE ROUND-UP

         Coleman Co. agreed to acquire Eastpak Inc., a privately held
    maker of small backpacks.  The maker of camping equipment said
    Eastpak will continue to use the Eastpak brand name.  Coleman
    said Eastpak, which has an annual revenue of about $40M, will add
    as much as five cents a share to Coleman's earnings (WALL STREET
    JOURNAL, 10/13).... PepsiCo's snack unit Frito-Lay will feature
    country music star Reba McEntire on three million bags of Fritos
    Original for a fall promotion beginning Nov. 1 (W.S. JOURNAL,
    10/13). ....St. John's University's basketball team unveils a new
    nickname this year -- Red Storm (BOSTON HERALD, 10/12).
    

    Print | Tags: PepsiCo, Seattle Storm
  • REEBOK EXPANDS INTERNATIONAL SOCCER MARKETING PROGRAM

         Reebok International has announced the signing of German
    soccer star Jurgen Klinsmann to a multi-year endorsement
    contract.  In addition to signing Klinsmann, Reebok announced
    that they have become a sponsor of the European soccer
    association, UEFA Champions League.  The three-year deal with the
    UEFA includes a pan-European broadcast sponsorship and marketing
    package (REEBOK).
    

    Print | Tags: Reebok
  • VOLVO TOUTS ITS MOUNTAIN BIKE SPONSORSHIP

         Volvo & Cannondale reiterate their happiness with sponsoring
    a mountain bike racing team in announcing the recent success of
    their Racing Team.  Volvo notes that it is once again supporting
    a sport "in its professional infancy."  The Volvo in Cycling
    program has been created to reach a younger active customer.  In
    addition to title sponsor of the Volvo & Cannondale Mountain Bike
    Racing Team, Volvo's involvement in cycling includes the official
    car status of both the Motorola Cycling team and the National
    Multiple Sclerosis Bike Tour Series.  Mountain bike racing will
    receive Olympic medal status in '96 (VOLVO).
    

    Print | Tags: Motorola
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