SBD/7/Sponsorships Advertising Marketing

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  • GLOBETROTTING WITH CRAIG TARTASKY

         The NBA in Canada, the NFL, Arena Football, and CISL in
    Mexico.  That's only the beginning of a new international push by
    the U.S. sports industry.  Yesterday, THE SPORTS BUSINESS DAILY
    spoke with Craig Tartasky about global sports marketing.
    Tartasky is Exec Dir of the International Sports Summit, and the
    company he works for -- E.J. Krause & Associates -- is about to
    announce a Japanese Sports Summit, and is exploring the market
    for a European Sports Summit.  Highlights of our conversation
    follow:
         THE DAILY:  Who is driving the move overseas? Corporate
    sponsors or the leagues?
         TARTASKY:  I think it's a combination of both sides asking
    if the market is ready.  Leagues are not going to  new countries
    arbitrarily.  Rather, they are talking to their sponsors and
    gauging their interest.  At the same time, the sponsors want to
    know if there is already an understanding of the league's product
    in a foreign market.
         THE DAILY:  Is it important to move licensed products first,
    as a way to build fan awareness?
         TARTASKY:  Absolutely.  While we tend to look at licensed
    goods at home as an extension of our teams, in many countries
    they are nothing more than fashion statements.  But, they do
    create consumer identification with the product.  People will go
    to see a team or league just because they've been wearing their
    colors and want to find out what it's all about.
         THE DAILY:  How does the ever-changing international
    telecommunications industry figure in to the globalization of
    sports?
         TARTASKY:  The biggest problem facing the international
    media is the same problem our regional cable companies have right
    now -- and that's the struggle to find product.  Overseas, there
    are no strikes, but sports television is still developing, so
    there isn't necessarily a lot to put on the air.  American
    leagues -- which provide great visuals --are perfectly poised to
    take advantage of that gap.
          THE DAILY:  What are the hot international marketing
    approaches?
         TARTASKY:  I don't think anyone's come up with anything too
    novel.  What you're seeing are new ways to skin the same cat.
    We're trying to reach the same demographic -- mostly men, a lot
    of 18-34. ... The key is to appreciate [cultural] differences,
    start with licensed products, add an exhibition game or two, and
    begin to build grass roots interest.
    

    Print | Tags: NBA, NFL
  • JAGUARS SIGN UP COKE AS A SPONSOR; STILL TWO DRINK OPENINGS

         The Jaguars have named Coca-Cola as the exclusive soft drink
    provider and soft drink advertiser for the Jaguars.  Coke will
    receive primary advertising locations on one of the state-of-the-
    art scoreboards and throughout stadium concourses, in Jaguars
    publications, and in association with Jaguars special events and
    promotions.  In addition, Coke will be producing a set of four
    commemorative bottles highlighting the Jaguars selection as the
    30th franchise in the NFL.  Two other non-alcoholic drink
    categories are still open:  water and isotonic.  Sources within
    the Jaguars organization told THE SPORTS BUSINESS DAILY that
    Gatorade, the official isotonic drink of the NFL, is in
    negotiations with the team.  The Jaguars also plan on working
    with Coke to find a water provider.  FL is home to many of the
    leading bottled water producers (THE DAILY).
    

    Print | Tags: Coca-Cola, Jacksonville Jaguars, NFL
  • MARKETPLACE ROUND-UP

         Seeking to show that baseball, as a sport, is still alive,
    Rawlings Sporting Goods Marketing Director Scott Smith announced
    yesterday that Rawlings will provide 52 sets of baseball
    equipment to youth leagues representing the organizations that
    form the Amateur All-Star Baseball Inc (THE DAILY)....The Hoop-
    It-Up 3-on-3 World Championships will take place in Dallas on
    October 28-29.  NBC will telecast both events on November 19 (THE
    DAILY)....Miller Brewing started a five-week NFL promo Monday in
    which 2,500 Sony TV's and 10 pairs of Super Bowl tickets will be
    awarded to winning customers (BRANDWEEK, 10/3)....SportsTown, an
    Atlanta-based sports superstore chain, announced it may close
    some of its 29 stores and plans for "aggressive markdowns" in
    efforts to rebound from a $5M loss in FY '93.  (ATLANTA
    CONSTITUTION, 10/7).
    

    Print | Tags: NBC, NFL
  • NFL SPONSORSHIP MOVES

         Levi Strauss has bought the rights to make Dockers the
    official pants of NFL coaches, a 3-year deal costing close to $2M
    a season.  The NFL Coaches Club negotiated the deal and said that
    23 of 28 NFL coaches have agreed to wear Dockers pants.
    Endorsement fees will be divided between NFL Properties and the
    coaches.  A Dockers competitor criticized the company for the
    deal, citing the difficulty cameras will have showcasing the
    pants: "Only Dockers is stupid enough to pay that kind of money"
    (Elaine Underwood, BRANDWEEK, 10/3).
         7-ELEVEN:  7-Eleven has announced plans to become the
    official convenience store of the NFL.  The deal is the first
    step in a broad series of promotional initiatives, including a
    tie in with Coke's "Monsters of the Gridiron" series.  7-Eleven
    is also talking to other NFL sponsors like Frito-Lay, Gatorade,
    Hershey and Budweiser about cross-promotional efforts (Michael
    McCarthy, BRANDWEEK, 10/3).
    

    Print | Tags: Anheuser Busch, Coca-Cola, NFL, PepsiCo
  • NIKE'S INVOLVEMENT WITH IN-LINE SKATING ROLLS ON

         Nike is reportedly negotiating to buy all or part of Canstar
    Sports Group, the marketer of Bauer in-line skates and one of the
    world's biggest street and roller hockey equipment marketers.
    Both companies have denied the rumors ever since Nike bought a
    sponsorship with the NHL in July.  Canstar President Pierre
    Boivin: "It makes sense for Nike to go in this direction, because
    you'd have to believe there is a product strategy behind their
    NHL deal, but two and two doesn't always equal four" (Terry
    Lefton, BRANDWEEK, 10/3).
    

    Print | Tags: NHL, Nike
  • REPORT FROM ISMA CONFERENCE: WOMEN REPRESENT GROWING MARKET

         According to a report in the ORLANDO SENTINEL on this week's
    ISMA conference on sports marketing for women, ads for beer,
    razor blades, and trucks "are missing the most important emerging
    sector of the sports consumer market -- girls and women."  Nye
    Lavalle, chair of Sports Marketing Group:  "The total growth of
    all major (spectator) sports for the remainder of this decade
    will come from women. ... Women are coming into sports in equal
    if not greater numbers than men did years ago."  FACTS:  Females
    account for 44% of NBA merchandise sales; one out of five U.S.
    teenage girls "owns or has bought a piece of NBA-sanctioned
    clothing"; sales of women's athletic shoes increased 9% last
    year; one in three high school girls takes part in varsity
    sports; 8.2M U.S. girls and women play basketball, 8.5M run or
    jog, and 3.8M play soccer.  To broaden its own appeal, the NBA
    "plans to begin producing a line of women's wear."  Michele
    Brown, the NBA's Dir of Women's Marketing, calls women an
    "untapped market" (Rene Stutzman, ORLANDO SENTINEL, 10/6).
    

    Print | Tags: NBA
  • THE BUZZ IS GROWING: HORNETS JOIN NBA/FANNIE MAE PROGRAM

         The Hornets are the latest team to join the NBA's
    partnership with Fannie Mae, the Federal Home Mortgage
    Association.  As reported in THE SPORTS BUSINESS DAILY, several
    NBA teams have joined the campaign to revitalize city
    neighborhoods and promote low- and moderate-income home ownership
    for families and minorities.  The Fannie Mae Foundation announced
    a $75,000 grant to renovate two houses in one of Charlotte's
    "most drug-infested" neighborhoods.  Hornets President Spencer
    Stolpen said the program "allows the Hornets to expand and
    broaden our contributions to the community that provides us with
    so much support."  The Hornets will raise money to participate in
    an education campaign and housing renovation (CHARLOTTE OBSERVER,
    10/6).
    

    Print | Tags: NBA, New Orleans Pelicans
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