SBD/14/Sponsorships Advertising Marketing

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  • BASEBALL PLANS PRE- CHRISTMAS "FAN APPRECIATION WEEKS"

         Acknowledging the affect the work stoppage has had on
    merchandise sales, MLB Properties is planning several retail
    initiatives with the aim of "thanking fans for their loyalty,"
    while also "spurring consumer interest."
         Among those is a promotion dubbed "Fan Appreciation Weeks,"
    in which fans will be given the chance to receive a free gift
    with a minimum purchase of MLB licensed merchandise, including
    Minor League and Negro League merchandise.  The minimum dollar
    amount will be determined by each club, but Melinda Klaber,
    Retail Merchandising Manager for MLB Properties, estimates it
    will probably be around $25.  The "gift-with-purchase" will be a
    significant number Limited Edition "Fotoballs" featuring the
    125th Anniversary logo, with some signed by Brooks Robinson.
         Klaber says the gift-purchase promotion is still in its
    preliminary stages, with certain aspects, including advertising
    messages, to be developed.  But the kick-off is set for Friday,
    November 25, and will last two weeks.  That Friday -- the day
    after Thanksgiving -- is traditionally the highest grossing
    retail sales day of the year.
         Klaber expects all 28 teams to take part.  At an estimated
    potential gross of $50,000 per club, "Fan Appreciation Weeks"
    could bring in $1.4 million.
         The ad campaign to be launched in conjunction with the
    promotion -- presently projected to be print ads in each club's
    local newspaper paid for by MLB Properties -- will likely focus
    more on the "fan appreciation" idea than any direct reference to
    the strike.  But MLB Public Relations Manager Jim Small sums up
    the motivation:  "Baseball is still alive and kicking.  The game
    will go on."
         MLB Properties is also suggesting the clubs embark on other
    retail initiatives, such as ticket give-aways, and sweepstakes
    with prizes such as throw-out-the-first pitch, or be a
    batboy/batgirl-for-a-day (THE DAILY).
    

    Print | Tags: MLB
  • MARKETPLACE ROUND-UP

         Amtrak "is so exasperated by being the butt" of Jay Leno's
    jokes on NBC's "Tonight Show" that it has decided to "yank" about
    $2M in advertising from NBC (WASHINGTON POST,
    10/14)....Enviromint has been licensed by MLB to mint a limited
    edition of 5,714 pure silver half pound medallions, commemorating
    Nolan Ryan's strikeout record.  A 24-karat gold select version
    has also been minted and restricted to 324 pieces in honor of
    Ryan's career wins (Enviromint). ....Universal Electronics will
    launch the Sports Clicker -- a one-for-all TV/VCR/Cable box
    remote in the shape of a football.  The NFL-licensed and themed
    remote device will be available for the holidays.  The company
    hopes to follow with remotes licensed by MLB, NBA and the NHL
    (BRANDWEEK, 10/10 issue)....ESPN and Tommy Boy Music join in a
    new marketing venture for a new 15-song album, "ESPN Presents
    Jock Rock."  The CD/cassette consists of sports anthems, chants
    and cheers frequently heard at ballparks and arenas  (BRANDWEEK,
    10/10 issue)....After nearly two years of delays, Nike Inc. has
    decided to go-ahead on construction of a $13.5M superstore in
    Boston.  The store will be located just a few doors away from "a
    similar but smaller concept store" run by Reebok (BOSTON GLOBE,
    10/13)....Joining the ranks of the other three pro sports, the
    NHL is "readying a grassroots roller hockey program that will
    roll out next summer in a handful of markets."  The NHL roller
    hockey tournament will be held at between five and eight NHL
    cities next summer, with player appearances and local team
    support.  The venture is being compared to the NBA's successful
    "Hoop-it-Up" 3-on-3 tournament (BRANDWEEK, 10/10 issue).
    

    Print | Tags: ESPN, MLB, NBA, NBC, NFL, NHL, Nike, Reebok, Walt Disney
  • MORE ON WORK STOPPAGES AND THE HOLIDAY SHOPPING SEASON

         The baseball strike and the "near-lockout" in hockey are
    causing "big problems for the sports card and T-shirt industries.
    And unless something happens quickly in one or both sports, the
    season to be jolly could be anything but."  Some sports retailers
    admit if the work stoppages continue, "Christmas is going to
    hurt."  Everyone agrees the labor strife "is causing short-term
    problems, but industry officials say it's too early to tell what
    will happen to the market in the long run" (Jim Byers, TORONTO
    STAR, 10/14).
    

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  • THEY MAKE LOOK THE SAME, BUT ALL PUCKS ARE NOT CREATED EQUAL

         Dr. Tom Pashby, "an internationally respected expert in
    hockey equipment safety," is calling for a performance standard
    for pucks.  Some pucks made in China have been breaking and other
    imports, such as the Russian puck, have been known to contain
    metal fragments.  Pashby tested six pucks at Canadian Standards
    Association (CSA) labs, one from China and the others from
    Russian, Canada and the Czech Republic.  The TORONTO STAR x-rayed
    the pucks Pashby used and no metal fragments were found in any of
    them, however an air bubble or softer rubber in the middle was
    found in a puck from the Czech Republic.  Pashby said that if a
    CSA standard is set, factories around the world would have
    "surprise visits at unannounced intervals to have pucks pulled
    off the assembly line for testing" (Lois Kalchman, TORONTO STAR,
    10/14).
    

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