SBD/24/Sponsorships Advertising Marketing

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  • CHANGE IS IN THE AIR IN BOSTON: NOW THE BRUINS LOGO, TOO?

         The Bruins informed the NHL that they intend to "modify"
    their traditional black-and-gold uniforms for their move into the
    new Shawmut Center in '95.  Bruins Assistant GM Mike O'Connell:
    "There most likely will be a change.  How drastic?  We're not
    sure."  Kevin Paul Dupont writes,  "Who can blame the Big, Bad
    Bruins wanting to cash in on the big, bad runaway apparel market?
    Imagine what a growling, puck-chomping bear would do for sales."
    According to David Haney, Dir of Creative Services for NHL
    Enterprises, any club meeting the October 15 filing date has
    another 60 days to submit final plans for NHL Commissioner Gary
    Bettman's approval.  But Haney adds that the Bruins, as one of
    the Original Six NHL teams, might face "a little more scrutiny."
    Haney:  "My point of view:  Tradition is important -- but the
    past, present and future are all part of the equation."  The
    Bruins would not reveal the name of the Boston-area manufacturer
    that made the pitch (BOSTON GLOBE, 10/22).
    

    Print | Tags: Boston Bruins, NHL
  • COKE FIRST INTERNATIONAL SPONSOR OF ALL AFRICA GAMES

         Coca-Cola has become the first international sponsor of the
    VI All Africa Games.  The Games will be held September 13-23,
    1995 in Zimbabwe.  Coke and other Coca-Cola products will be the
    official soft drinks; the company also will have rights to the
    use of various properties and marks of COJA-Z '95.  A variety of
    marketing activities will be executed in individual countries in
    Africa, including special packaging, retail promotions and a
    media campaign (Coca-Cola).
    

    Print | Tags: Coca-Cola
  • KELLOGGS, GENERAL MILLS CUT BACK ON CEREAL PROMOTIONS

         "With the two giants of the cereal world," Kellogg Co. and
    General Mills, "making good on their promises to cut back on
    promotions, smaller players are scurrying to gain market share
    with price specials and give aways, and consumers may benefit."
    Kellogg said that its decision to but back on "deep-discount
    coupons and freebies took a big spoonful out of its third-quarter
    sales."  This could prompt Kellogg "to dish up more big-savings
    promotions in the future."  But for now the company says it will
    be "sticking to a pledge made earlier this year of cutting back
    on promotional spending." Analysts estimated the decline in
    Kellogg's volume of U.S. "ready-to-eat cereal" was 4% but said
    this was offset by a rise in international volume
    (Reuters/CHICAGO TRIBUNE, 10/23).
    

    Print | Tags: Wheaties
  • NASCAR LOOKS TO TAP NEW MARKET WITH SUPERTRUCK SERIES

         NASCAR President Bill France has announced plans to allow
    corporate America to "break through a new legion of consumers"
    through NASCAR's SuperTruck Series.  According to Simmons Market
    Research Bureau, one third of all vehicles purchased are trucks.
    Owners of domestic trucks are 54% male and 46% female, and nine
    out of 10 people who drive a truck enjoy at least one type of
    motorsports.  In addition, 33% who drive trucks live in the top
    20 ADI markets, and a third of the truck owners have an average
    household income of more than $50,000.  France said that a
    SuperTruck Series will offer marketers with "incredible benefits"
    and take NASCAR marketing to a "new level": "Our direct
    connection with a new, enthusiastic audience of this nature is a
    dream of marketing opportunities for sponsors, team owners and
    drivers" (Paul Schaefer, NASCAR NEWS, 10/12-26 issue).
    

    Print | Tags: NASCAR
  • OTHER TEAM MARKETING NOTES

         CAROLINA:  The Carolina Panthers and FN Thompson-Turner, the
    contractor overseeing the construction of the clubs new stadium,
    have entered into a joint project with the Charlotte-Mecklenburg
    School system in order to promote career-building among eighth-
    graders.  The "Building for the Future" program will be woven
    throughout the eighth-grade curriculum at Wilson Middle School in
    Charlotte.  The idea of the program is to introduce the students
    to careers in the business side of sports (CHARLOTTE OBSERVER,
    10/22).
         ST. LOUIS:  In a marketing promotion to bring together
    current Cardinals sponsors, the team hosted a daylong softball
    tournament on Saturday.  The game drew  representatives of
    Southwest Airlines, Hardees, the U.S. Postal Service, the
    Missouri Lottery, Dairy Queen and Auto Tire, among others (ST.
    LOUIS POST-DISPATCH, 10/23).
         ANAHEIM:  The Angels have started a campaign under the
    slogan, "We guarantee the '95 season and you can bank on it."  If
    the start of next season is delayed, the club has promised to pay
    season-ticket holders 5% interest on seat advances made by
    January 13 (ATLANTA CONSTITUTION, 10/23).
    

    Print | Tags: LA Angels, Anaheim Sports, Southwest Airlines, Walt Disney, Wilson Sporting Goods
  • RUMORS OF COMPANY BEING SNAPPLED-UP RAISE STOCK PRICES

         Rumors struck Snapple Beverage again Friday, "except this
    time they boosted the price of the company's stock."  Shares of
    the company's stock surged as much as 26% as "Wall Street buzzed
    about the possibility of a takeover."  Coke, Pepsi and Philip
    Morris were among the rumored suitors, "although several analysts
    dismissed the talk."  Merrill Lynch's Allan Kaplan said a bid by
    Coke or Pepsi would be "ludicrous" because the cost of the
    acquisition would outweigh the earnings produced.  An investment
    newsletter, Wall Street Strategies, told subscribers that it had
    heard a major beverage company would bid $25 a share, or $3B for
    the company. Snapple's stoke closed at 14 5/8, up 2 3/8 (James
    Lyons, N.Y. DAILY NEWS, 10/22).  Other observers said Quaker Oats
    would be a more logical Snapple suitor.  "Ironically, Quaker,
    with its successful Gatorade product, has been rumored to be a
    buyout target of Pepsi.  Purchasing Snapple would help Quaker
    fend off potential predators" (ATLANTA CONSTITUTION, 10/22).
    

    Print | Tags: Coca-Cola, PepsiCo
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