SBD/18/Sponsorships Advertising Marketing

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  • MARKETPLACE ROUND-UP

         Tournament officials for the Wendy's Three Tour Challenge
    announced that Four Seasons Resorts and Club in Irving, TX will
    serve as the host for the October 24-25 event, which features
    three top golfers from the PGA, LPGA and Senior PGA tours.  ABC
    will televise the event the weekend of December 17-18 (3-Tour
    Challenge)....The Bank of the West Classic Tennis Tournament and
    eWorld -- the online communication service from Apple Computer --
     announced they will offer a live WorkingWoman Magazine seminar
    online on November 3.  The seminar will be hosted by Kristin
    Norrgard, publisher of WorkingWoman, with guest Pam Shriver,
    former WTA President.  The seminar will be held at the Oakland
    Coliseum Arena in conjunction with the Bank of the West Tennis
    Tournament (Apple/Bank of the West)....On the O.J. front, many on
    Madison Avenue are hoping Judge Lance Ito orders TV cameras out
    of the court room.  Hertz will forgo all advertising during the
    trial; Ford has discouraged local agencies from "expanding their
    advertising to include the Bronco"; Court TV has rejected
    advertising for Florida Orange Juice.  "Airing the trial at all
    is certain to disrupt numerous corporate advertising plans for
    what was shaping up as a bumper Christmas season" (PHILA.
    INQUIRER, 10/18)....Sears Merchandise Group announced that it has
    established a relationship with Television Production Partners, a
    recently formed venture that develops original TV programming
    projects.  Sears will enjoy retail category exclusivity during
    the programs.  Other advertisers will include:  GM, McDonald's,
    AT&T, Clorox, Coca-Cola, Campbells, Reebok and Coors (Sears).
    

    Print | Tags: ABC, ATT, Coca-Cola, LPGA, McDonalds, PGA Tour, Reebok, Sears, Walt Disney, Wendys
  • NBA MARKETING AT 1 A.J. (ONE YEAR AFTER JORDAN)

         It's been a year since Michael Jordan retired from
    basketball.  "And the return from air to earth [for the NBA] has
    been less bumpy than most would have thought."  The NBA "managed
    to re-sign nearly all of its major sponsors for the coming
    season."  And while no single star emerged to fill Jordan's
    shoes, a "team of young athletes," including Shaquille O'Neal,
    Anfernee Hardaway and Chris Webber, are "racking up endorsement
    deals."  AD AGE's Jeff Jensen notes, the NBA "still towers over
    other" pro sports.  The NBA renewed agreements with sponsors like
    Gatorade, Miller Brewing and Schick.  Miller will hike spending
    on NBA media and promotions by 10% to $50M this season.  Dick
    Strup, Miller Senior VP/Marketing: "It's our most valuable sports
    sponsorship.  They generate creative marketing ideas.  And they
    have David Stern."  Jensen notes that NBA Commissioner David
    Stern earned applause from sponsors earlier this month by
    promising not to order a lockout and start the season.  Sponsors
    were also happy with the league's decision to crack down on rough
    play.  "A key marketing concern for the NBA this season is
    licensed products.  For the first time, the league will
    distribute all-star game ballots through Foot Locker stores in
    the U.S., Canada and Mexico.  Customers who vote will be
    presented with a variety of incentives to buy NBA-licensed items"
    (Jeff Jensen, AD AGE, 10/17 issue).
         FOR JORDAN?  While Jordan's career change meant a change in
    ad strategy for some of makers of products he endorses, "no one
    has seen a corresponding decline in sales."  However, many
    marketers "find their relationship" with Jordan at a crossroads.
    McDonald's is "reassessing the role Mr. Jordan will play in
    future advertising."  Gatorade is defining Jordan's role in its
    future marketing plans, "which include international expansion."
    And Nike is looking to a "new generation of stars to supports its
    basketball business."  Nike will not release sales figures for
    particular shoe lines, but some say sales of Air Jordans have
    declined.  Andrew Gaffney, editor of Sporting Good Business:
    "There were definite signs of decrease, according to retailer
    reports.  It's become a smaller part of Nike's business."
    Gaffney also noted the slip in Air Jordans could be part of an
    overall decline in "popularity of basketball shoes and apparel"
    (Jeff Jensen, AD AGE, 10/17 issue).
    

    Print | Tags: Foot Locker/Venator Group, McDonalds, NBA, Nike
  • NFL THROWBACK UNIFORMS LIKELY TO GET MORE TV TIME

         ESPN's Mike Tirico, "You may see more of those throwback
    uniforms the rest of the season.  Why?  Today the league told
    teams it is OK to wear them if you want. ...All the teams have to
    do is request the league before the game" ("Prime Monday," ESPN,
    10/17).
    

    Print | Tags: ESPN, Walt Disney
  • SEATTLE COLISEUM AND TEAMS CONSOLIDATE MARKETING EFFORTS

         Ackerley Communications Inc. has set up a subsidiary, Full
    House Sports & Entertainment, to market the Supersonics,
    Seattle's new CISL franchise and the Seattle Center Coliseum.
    The 50 person staff includes all current Sonics employees, except
    basketball operations and media relations personnel.  Full House
    will handle all marketing, sales, concessions, production and
    retailing for the teams.  In addition, the group will market
    concessions, suite sales, signage and sponsorship sales for the
    arena.  The arena is currently undergoing renovation and will
    reopen in November '95.  Former Sonics Exec VP John Dresel has
    been named president of Full House.  Ackerley also controls three
    Seattle radio stations, five TV stations and billboard and
    airport ad companies (SEATTLE POST-INTELLIGENCER, 10/18).
    

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