SBD/31/Sponsorships Advertising Marketing

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  • BIZ WEEK PROFILES NFL PROPERTIES' TOP CYBER-SALESPERSON

         Under the subheader "Sara Levinson's job:  Turn Teens and
    Toddlers Into Gridiron Fans," the new president of NFL Properties
    is profiled in the latest issue of BUSINESS WEEK.  NFL Properties
    is "key" to the NFL's goal to gain a "new generation of channel
    surfers," while retaining its core audience.  Levinson believes
    cutting edge technology is important to attract young fans:  "The
    twentysomethings are so technologically facile.  If you can get
    them in early, then the commitment stays."  Levinson expects on-
    line activity on Prodigy to become a "real-time bulletin board
    for Monday morning quarterbacks," and to use the service as a
    "market research gold mine" for tests such as fans' taste in
    merchandise.  Levinson says fans "want to get their hands on this
    game in other ways besides wearing the team jersey and watching
    the game on TV."  Levinson noted that her goal is not to make the
    NFL "hipper, younger" but to "bring the hard-core fan closer to
    the game."  To help do so, Levinson is planning the "most
    comprehensive survey ever" of sports fans.  Coca-Cola Senior VP
    for Media Charles Fruit, a "longtime Levinson watcher," says that
    she "knows the care and feeding of a global brand.  (The NFL) has
    to be one big brand with 30 flavors" (Ruth Coxeter, BUSINESS
    WEEK, 11/7).
    

    Print | Tags: Coca-Cola, NFL
  • GILLETTE LAUNCHES SPONSORSHIP OF WOMEN'S SPORTS FOUNDATION

         Gillette has become an official corporate sponsor of the
    Women's Sports Foundation.  Gillette pledged $180,000 to be used
    by the Foundation for educational workshops and programs, ongoing
    research for women's athletics and grants for athlete travel and
    training programs.  The company also announced a consumer
    promotion to begin next summer where one lucky consumer will win
    "the sports lesson of a lifetime with a Women's Sports Foundation
    athlete."  Gillette female razors, deodorant and haircare brands
    become official Women's Sports Foundation products (Gillette).
    

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  • MARKETPLACE ROUND-UP

         Showtime Networks, Viacom's pay cable-TV service, is
    expected to announce today its finalists in an ad agency search.
    The likely finalists:  Young & Rubicam, TBWA Advertising, Ayer &
    Partners and Angotti, Thomas, Hedge (WALL STREET JOURNAL,
    10/31)....In this week's BARRONS, Jay Palmer reports that
    Cadbury's and Dr. Pepper's relationship will come to a head by
    the end of the year, with either Cadbury gaining a seat on Dr.
    Pepper's board; taking Dr. Pepper over outright; or selling their
    25.9% stake in the company (BARRONS, 10/31)....Second-year LPGA
    pro Vicki Goetz has signed a 5-year endorsement deal with
    Mondetta Clothing Inc. of Winnipeg.  Goetze will wear the new
    Vicki Goetze line of golf clothes during all of her LPGA
    appearances (WINNIPEG FREE PRESS, 10/26)....Motorola has launched
    the Wireless Sports Channel.  With WSC, it will be possible to
    get sports news faster, as well as track multiple games
    simultaneously (SPORT, 12/94 issue)....Sun Microsystems and
    Illustra Information Technologies will deliver internet
    highlights of the NHL Russian Dream Team charity hockey games
    (Sun & Illustra)....McDonald's, a sponsor of the NHLPA's charity
    games, "seems to be satisifed that its relationship with the NHL,
    and its major sponsorship of the league's annual all-star weekend
    will not be jeopardized" (WINNIPEG FREE PRESS, 10/31).
    

    Print | Tags: Dr Pepper/7UP, LPGA, McDonalds, Motorola, NHL, Showtime, Sun Microsystems, Viacom
  • NATIONAL IN-LINE BASKETBALL LEAGUE: HOOPS ON WHEELS

         "Roller basketball -- a combination of basketball and in-
    line skating -- is taking off on the East Coast," according to
    the most recent issue of INSIDE SPORTS. '76 Olympic Basketball
    Gold Medalist and Former Sonic Tom LaGuarde started the National
    In-Line Basketball League (NIBBL) and has spent his time
    regulating and promoting the "burgeoning" sport.  NIBBL branches
    now exist in Baltimore, Toronto, and Washington, DC.  Leagues are
    also being formed in CA, NJ, and Puerto Rico, and skaters from
    Japan and France have shown interest in the new sport.  NIBBL is
    scheduled to play during half-time at a number of NBA games this
    season and at the NBA All-Star weekend in February (INSIDE
    SPORTS, December '94).
    

    Print | Tags: NBA
  • PHILLIPS 66 FILLS UP ON BIG EIGHT SPONSORSHIP

         Phillips 66, TV syndicator Creative Sports Inc., and the Big
    Eight Conference have signed an agreement retaining Phillips 66
    as title sponsor of the Big 8 men's basketball tournament until
    '99.  In addition, Phillips 66 will make a $3,000 scholarship
    contribution to each Big 8 institution.  The company also
    sponsors the Phillips 66 Classroom Champion series, the men's
    basketball player-of-the-week, academic All-Big Eight teams in 21
    sports, and a year-end academic honor roll (Big Eight
    Conference).
    

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  • THE SOCIAL CLIMATE AND SPORTS MARKETING

         In this morning's HARTFORD COURANT, Stephen Williams
    examines the sale of sneakers in urban areas compared with the
    suburbs.  In Hartford, shoes from Nike, Reebok etc. are available
    in the suburbs, but not in the cities, because the large footwear
    makers "restrict sales of their products in efforts to protect
    their supplies and prices.  That often means small retailers --
    many of them urban -- can't get them.  Ironically, athletic
    footwear and Timberland hiking boots and clothing is extremely
    popular in urban areas throughout the nation, and much of the
    footwear makers' advertising has an urban focus."  Robert Logan,
    owner of an independent shoe store in North Hartford:  "It's
    easier for young people in this neighborhood to get drugs than it
    is to get Nike merchandise."  Footwear makers say distribution
    restrictions are "simply sound business decisions.  If their
    products were sold at every retail outlet that wanted them," they
    claim it would drive the price down.  The report gives many other
    examples of all the hurdles urban shoe retailers have had to jump
    in order to carry Nike, Reebok, Fila, Adidas or Timberland
    merchandise.  Donovan Cooper, owner of a sportswear store: "All
    you have to do is go into any of the black stores and you don't
    see the merchandise.  It's ironic that Michael Jordan is making
    millions of dollars promoting sneakers to young black kids."
    Nike spokesperson Keith Peters: "We do not address our
    advertising to the inner-city. ... [Michael Jordan and Spike Lee]
    are cultural icons.  We are very sensitive and do a lot in the
    minority community" (HARTFORD COURANT, 10/31).
         TARGETING MINORITIES:  In INSIDE SPORTS, Stedman Graham is
    critical of a lack of effort in marketing to women and
    minorities: "If the leaders in pro sports do not make a
    concentrated effort to attract young people, women and people of
    color to their games, where are sellout crowds of the future
    going to come from?" (INSIDE SPORTS, 12/94).
    

    Print | Tags: Fila USA, Nike, Reebok, Washington Nationals
  • WHERE WILL THE SPONSORS GO AFTER THE LABOR STRIFE?

         This morning's USA TODAY looks at where major sports
    sponsors will spend their money in the future.  "Off-the-field
    labor disputes threaten to unravel the marketing plans of
    companies that are planning to spend an estimated" $2.9B this
    year on pro sports sponsorships.  Nike, which earlier this year
    announced an NHL sponsorship, "now says it is no longer content
    to make team sports its marketing base."  Nike Dir of Advertising
    Joe McCarthy says the company may lean toward "sports that stress
    individual athletics," like running and tennis.  Coca-Cola last
    had a national baseball promotion in '93, but they will not plan
    a similar event for '95 "unless it is certain a season will be
    played."  Thrifty Car Rental "quietly ended" its 6-year
    relationship with the NHL shortly after the season was postponed.
    Thrifty's VP/Marketing Bob Dimmick insists the lockout "was just
    a minor ripple" in that decision.  MCI, a major MLB sponsor,
    "will look closely at the angry reaction the sports received from
    more than 2,000 fans" MCI polled earlier this month.  Tadd Seitz,
    chair of Scotts, a lawn and garden supply company and a baseball
    sponsor, said his company "will follow the fans" (Bruce Horovitz,
    USA TODAY, 10/31).
         WHAT THE TEAMS FACE:  As baseball enters its "money season,"
    which includes selling ticket plans and advertising for next
    season, Mark Maske of the WASHINGTON POST writes,  "It has become
    survival of the fittest for baseball.  For the popular successful
    teams, the going has not yet been all that tough.  Season ticket
    holders and would-be advertisers know that if they relinquish
    their place, others are waiting to jump in.  But for struggling
    franchises, it's a different story." Advertisers are also wary.
    Dennis Lehman, the Indians Exec VP/Business, on advertisers:
    "They want some assurances, even more so than our ticket-
    holders."  Maske notes that  major baseball advertisers, such as
    beer and car companies, have "plenty of other places to put their
    ads" (WASHINGTON POST, 10/29).
    

    Print | Tags: Cleveland Indians, Coca-Cola, MLB, NHL, Nike
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