SBD/11/Sponsorships Advertising Marketing

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  • ARE NANCY KERRIGAN'S CORPORATE BACKERS STAYING WITH HER?

         Yesterday, THE SPORTS BUSINESS DAILY contacted a number of
    Nancy Kerrigan's corporate sponsors to see if the recent
    controversy surrounding her relationship with ProServ President
    Jerry Solomon is having any effect on existing deals.  At
    present, her sponsors are holding steady and no one indicated any
    changes are in the offing.
         REEBOK:  Stacey Sheridan, Public Relations Manager for
    Reebok Int'l:  "It would reflect no changes for us.  It will go
    on as usual."  Kerrigan introduces a video next week for the
    Reebok slide exercise program.
         CAMPBELL SOUP:  According to Kevin Lowery, Dir of Public
    Information for Campbell's Soup, Kerrigan's contract with the
    company runs through December 31, 1994, and there are no plans or
    discussions to re-sign her.  Lowery did note that Campbell's is a
    major sponsor of the U.S. Figure Skating Association, of which
    Kerrigan is no longer a member since she turned professional.
         MATTEL:  Lisa McKendall, Dir of Marketing Communications for
    the toy-maker, said, while Mattel had announced last year plans
    for a Nancy Kerrigan doll, nothing has been produced yet.  Mattel
    wanted to introduce the doll at the end of this year, but it has
    been delayed.  McKendall:  "We are looking at the best way to do
    it.  We think next year possesses more opportunities for us."
    Asked if the recent stories on Kerrigan's personal life would
    have an effect on production, McKendall said, "That wouldn't
    necessarily have an effect."
         RAY-BAN:  Norman Salik, VP Advertising and Promotions at
    Bausch & Laumb, strongly backed Kerrigan as a sponsor, but did
    note her role with Ray-Ban is "very small, really it is just
    promotional materials."  Salik:  "Knowledgeable people in the
    sport still support her. ... I was concerned about what would
    happen (at the "Ice Wars") and she still got the biggest hand.
    She got the biggest hand of any skater out there.  That is
    telling me something."
         REVLON:  A spokesperson had no comment (THE DAILY).
    

    Print | Tags: Reebok
  • CHRYSLER CANADA AND CFL FORM TIGHTER RELATIONSHIP

         CFL Commissioner Larry Smith announced that Chrysler
    Canada's involvement with the League has been extended to include
    the title sponsorship of the CFL's Most Outstanding Player
    Awards.  Chrysler Canada previously was just a Grey Cup sponsor.
    CFL VP/Business Development Paul Brule: "To have a sponsor of the
    magnitude of Chrysler Canada pick up the torch and carry on
    tradition established years ago is most gratifying" (CFL).
    

    Print | Tags: CFL, DaimlerChrysler
  • COCA-COLA TO USE GRAFFITI- LIKE LOGO FOR CHERRY COKE

         "For the first time in Coca-Cola Co.'s history, it has
    abandoned the use of its trademark Spencerian script for a Coke-
    branded product in an attempt to capture the attention of
    teenagers -- and grab market share from archrival PepsiCo Inc."
    A new "graffiti-inspired" logo has been designed to boost sales
    of Cherry Coke "while at the same time distance" the product from
    Coke's "flagship brand" (Sally Goll, WALL STREET JOURNAL, 11/11).
    In other news, Coca-Cola announced yesterday that it had invested
    $150M to expand production of its Fruitopia beverage division and
    would introduce a new "lower-calorie line of Fruitopia flavors as
    well."  (Glenn Collins, N.Y. TIMES, 11/11).
    

    Print | Tags: Coca-Cola, PepsiCo
  • JEEP, ECLIPSE TV AND SPORTS MARKETING INC. DO SKIING

         For the second year in a row, Jeep, Eclipse TV and Sports
    Marketing Inc. are teaming-up in a multi-dimensional sponsorship
    and syndication agreement for the Jeep King of the Mountain
    Downhill skiing series.  As the title "partner," Jeep will have
    direct input in a variety of traditional non-sponsor areas, such
    as positioning of camera angles and talent section.  Eclipse has
    also created a variety of added incentives for Jeep to recruit
    co-sponsors.  Following the competition of each event in the
    series, Eclipse TV and Sports Marketing, Inc. will distribute a
    one-hour program of highlights via national syndication.  Jeep
    King of the Mountain Downhill series sponsors and marketing
    partners include:  Visa USA, Sebastian Salon Hair Care, AT&T,
    Charles Schwab & Co., Infinity Car Radio, Mopar, Hawaiian Tropic,
    Ski Optiks, American Airlines, Boars Head Red Lager, Duraflame,
    Salomon, Skiing Magazine, Bogner, Vail Associates, Westin Hotel
    Vail, Heavenly Ski Resort, Harrahs Hotel & Casino, Aspen Skiing
    Company & Aspen Meadows (Jeep).
    

    Print | Tags: American Airlines, ATT, DaimlerChrysler, Visa, Washington Nationals
  • KERRIGAN SUFFERS ANOTHER ON-CAMERA SLIP

         Several sports media columnists picked up on comments made
    by Nancy Kerrigan into the camera after her performance during
    the first installment of CBS's "Ice Wars:  The USA vs. The World"
    on Wednesday night.  In Boston, Jack Craig & Jim Greenidge
    report, "Once again, the television camera has proven an
    adversary rather than an ally" of Kerrigan.   After her routine
    Wednesday, Kerrigan returned to her teammates, sat down and
    noticed that CBS was replaying her missed jumps.  Then looking
    directly into the camera, she said:  "You probably just loved
    that."  Craig & Greenidge note that she was smiling, "but it
    would not be described as a warm smile."  Dewey Blanton, VP of
    Public Relations for ProServ, the firm that represents Kerrigan:
    "She's an athlete; she wanted to do well.  She was very
    disappointed she didn't help her teammates.  She was blowing off
    some steam" (BOSTON GLOBE, 11/11).  The headline over BOSTON
    HERALD TV columnist Jim Baker's piece this morning:  "Kerrigan
    still complaining" (BOSTON HERALD, 11/11).  Rudy Martzke reports
    Kerrigan told her teammates, "I'm sorry.  I sucked."  CBS Sports
    Senior VP Rick Gentile:  "People are ready to pounce on Nancy too
    quickly" (USA TODAY, 11/11).
         MORE ATTENTION:  During the intermission of Saturday's
    conclusion of "Ice Wars," CBS will run a 10-minute segment on
    Kerrigan's Olympic and post-Olympic experience.  The feature will
    focus on the "closeness of the judging" that gave the gold medal
    to Oksana Baiul, and ignore the recent controversy over
    Kerrigan's relationship with her agent, ProServ President Jerry
    Solomon.  "Ice Wars" producer David Winner:  "We give her her day
    in court.  Who the skaters are sleeping with isn't the show's
    province" (Steve Nidetz, CHICAGO TRIBUNE, 11/11).  The feature
    also examines whether Kerrigan has received a "raw deal" from the
    media.  CBS announcer Verne Lundquist, referring to CBS picking
    offhand comments made by Kerrigan during the '94 medal ceremony:
    "We offered Nancy a chance, hopefully, to put in some context
    what happened and what was going on.  That may have been the one
    error we (CBS) made during the (Olympic) coverage" (Milton Kent,
    Baltimore SUN, 11/11).  Solomon appears in the feature "and
    concedes it was a mistake for her to leave the Olympic village
    for Disney World before the games ended" (Craig & Greenidge,
    BOSTON GLOBE, 11/11).
    

    Print | Tags: CBS, Viacom, Walt Disney
  • MARKETPLACE ROUND-UP

         SkyBox basketball cards ran a full page ad in today's USA
    TODAY pushing a new promotion:  card wrappers for a Shaquille
    O'Neal "Press Sheet" (USA TODAY, 11/11)....Today's "Company
    Spotlight" in USA TODAY features Gander Mountain:  They are
    "aiming to be the Sports Authority of the outdoor sports world"
    (USA TODAY, 11/11).....In New York, Suzanne Rostler profiles the
    success Jimmy Khezrie has had with his "Jimmy Jazz" clothing
    stores.  Sales for his 15 stores have grown to more than $30M
    annually by selling fashions, like Champion, Fila, etc., to
    residents of the city's low-income neighborhoods.  Khezrie: "If
    stores service the ethnic customer the right way and give the
    right services, they will be very successful" (CRAIN'S NEW YORK
    BUSINESS, 11/7). ....Quaker Oats CEO Bill Smithburg, asked if he
    is surprised at the market's negative reaction to the $1.7B
    buyout of Snapple: "Anytime you make an aggressive move and take
    on the debt that we did, there is uncertainty."  Quaker stock is
    down 7 3/4 since the purchase ("Moneyline," CNN, 11/10).
    

    Print | Tags: Fila USA, Time Warner, Utah Jazz
  • NFL OPENS FIRST IN-STORE STADIUM STOP AT MACY'S

         The NFL's first "Stadium Shop" debuted in September at
    Macy's San Francisco and will operate through February.  It is
    part of a new strategy by NFL Properties to develop store designs
    with retail partners.  The program creates an NFL stadium concept
    within stores.  The 1,200-square-foot area features an astroturf
    rug, goal posts and lockers.  Special stands are used as
    merchandise displays.  Mark Holtzman, VP/Player Relations for NFL
    Properties: "The new fixturing program signifies NFL Properties'
    commitment to building brand awareness behind innovative
    merchandising plans.  We are looking to expand this program in
    1995 with several of our other retail partners."  Top NFL
    vendors, such as Starter, Logo 7, Pro Player, Apex and Antiguam,
    are featured in the concept shop.  Other brands include:  leather
    jackets by Jeff Hamilton, helmets by Riddell and Upper Deck
    Authenticated autographed jerseys (NFL Properties).
         OTHER NFL NEWS:  The league kicked off fan voting for the
    Pro Bowl on Prodigy last week.  The league provides each of
    Prodigy's members with a player-selection ballot for the Honolulu
    game.  In the second year of fan voting, ballots also will be
    available at stadiums on game days and in 6,600 Radio Shack
    stores nationwide (NFL).
    

    Print | Tags: NFL, Upper Deck
  • SPORTS PROGRAMMING LESS EFFICIENT FOR ADVERTISERS

         "Spiraling" TV sports rights fees are having an "impact on
    the bottom lines of advertisers," according to the '94 TV Sports
    Overview published by BJK&E Media Group.  The analysis finds that
    sports are "no longer the most efficient way" to reach adult male
    viewers.  Among weekend sports, prime time, early evening news
    and late-night daypart costs, BJK&E found that sports was the
    most efficient place to reach Men 18-49 and Men 25-54 in '89-90.
    However by '93-94, only "prime time" was more expensive than
    sports in reaching the same demographic groups.  BJK&E attributed
    the change to escalating sports rights fees which nets have
    passed on to advertisers.  The beneficiary of higher rights fees
    "appears to be" basic cable.  While the number of hours watched
    of national TV sports in the average household has increased 12%
    in the past nine years, basic cable has increased its share 86%
    (Joe Mandese, AD AGE, 11/7 issue).
    

    Print
  • UPPER DECK SIGNS AGREEMENT WITH RUSTY WALLACE

         Upper Deck Trading Card Co. will join forces with NASCAR
    racer Rusty Wallace to announce a new line of stock car racing
    trading cards and Upper Deck Autheticated memorabilia in
    conjunction with next year's Hooters 500 race.  The new Upper
    Deck Motorsports line will feature the "ultimate" stock car
    racing collectible -- Wallace's stock car driven in the inaugural
    Brickyard 400 -- autographed and authenticated.  Future products
    include race used clothing and equipment, plus other unique
    collectibles (Upper Deck).
    

    Print | Tags: NASCAR, Upper Deck
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