SBD/27/Sponsorships Advertising Marketing

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  • BUD AND BUD LIGHT COME IN AT 1-2 IN SALES

         Anheuser Busch released record sales and profits for the
    quarter ending September 30.  Despite the baseball strike's
    shutdown of the company's Cardinals franchise, A-B's Bud Light
    brand passed Philip Morris' Miller Lite to become the nation's
    best-selling light beer and the No. 2  beer overall.  A-B's
    flagship product, Budweiser, remains No. 1.  Beer sales increased
    2.7% in the first nine months of '94 while premium beer sales
    gained 3.5%. Volume growth gave A-B a boost to a 44% domestic
    market share (Christopher Carey, ST. LOUIS POST-DISPATCH, 10/27).
    Quarterly sales figures include contract production of an ice
    beer for Japan's Kirin Brewery (Richard Gibson, WALL STREET
    JOURNAL, 10/27).  A-B gains were partly due to the "successful
    debut" of Ice Draft and Ice Draft Light.  In '93, A-B reported a
    $75M net loss due to restructuring and tax-related charges
    (Patrick Harverson, FINANCIAL TIMES, 10/27).
         BEHIND THE NUMBERS:  Asked how the baseball strike affected
    the Cardinals, an A-B spokesperson said that the company had
    predicted a losing season financially, but "the strike worsened
    that anticipated loss by several million dollars" (Richard
    Gibson, WALL STREET JOURNAL, 10/27).
         BYE-BYE BUD BOWL?:  A-B has reassigned its annual "Bud Bowl"
    Super Bowl ad campaign to Chicago-based DDB Needham. The '95
    campaign culminates in a series of ads to run during the game,
    each of which cost up to $1M to produce and almost $950,000/30-
    second (Bruce Horovitz, USA TODAY, 10/27).
    

    Print | Tags: Anheuser Busch
  • COKE'S "MONSTERS OF THE GRIDIRON" DO TRICK OR TREAT ON QVC

         Tonight on QVC, football fans will be given a special,
    Coca-Cola "Monsters of the Gridiron" segment.  The one-hour show
    will include "Monsters" licensed merchandise, and an appearance
    by Jessie "Tarantula" Tuggle, the Falcons "Monster"
    representative.  Among the merchandise presented: autographed
    Emmitt "Lone Star Sheriff" Smith collector cards, t-shirts, and
    autographed footballs (Coca-Cola).
    

    Print | Tags: Atlanta Falcons, Coca-Cola
  • MARKETPLACE ROUND-UP

         A study of fans who attended the LPGA's '94 GHP Heartland
    Classic reveals that awareness generated by event sponsorship
    translates into "profitable consumption patterns" among fans.
    DelWilber & Assoc. reports that 97% of respondents think an LPGA
    or GHP Heartland Classic association creates a positive image for
    sponsors.  Also, 74% would be more likely to buy the product or
    service of that sponsor if the price were comparable to another
    brand.  The survey was conducted among 540 women and 259 men, 81%
    of whom watch both men's and women's golf on TV (DWA)....Grand
    West Outfitters is purchasing ski retail giant Colorado Ski &
    Golf, the nation's largest single ski shop.  Colorado Snowboards
    is also included (DENVER POST, 10/26)....Mercedes and the
    British-based McLaren Formula One racing team are expected to
    announce the details of a five-year engine contract, beginning in
    '96, on Friday.  Benetton is the sponsor through '95 (REUTERS,
    10/26)....The Celtics announced plans for a special series of
    halftime events this season.  The ceremonies will be the
    centerpiece of the team's yearlong celebration to "Honor the
    Tradition" of their 48-year history in Boston Garden (Celtics).
    

    Print | Tags: Boston Celtics, DaimlerChrysler, Formula One, LPGA
  • MERCEDES BENZ AND MICHELOB SIGN ON AS TOUR CHAMPIONS SPONSOR

         Mercedes-Benz and Michelob of Anheuser-Busch, Inc. have
    announced long-term agreements with the PGA Tour to become co-
    presenting sponsors of The Tour Championships.  The Tour
    Championships, with a purse of $3M, has helped decide the Tour
    Player of the Year Award since it was started in 1987
    (Mercedes/Michelob).
    

    Print | Tags: Anheuser Busch, DaimlerChrysler, PGA Tour
  • NBA PROPERTIES REACTS TO CHARGES BY APEX

         The following statement was released by NBA Properties in
    response to the statement from Apex One regarding the legal
    action concerning the validity of Apex's license with the NBA:
    "Contrary to what Apex One said last week, there has been no
    ruling from the court that would in any way invalidate or call
    into question termination of Apex One's license by NBA Properties
    last August. The matter is still subject to litigation, and any
    further comment would be inappropriate" (NBA Properties).  Apex
    One's license was revoked in August over concerns that a line of
    Apex apparel conflicted with the rights of another NBA licensee.
    

    Print | Tags: NBA
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