SBD/14/Sponsorships Advertising Marketing

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         The Walt Disney Co. is close to approving the investment of
    as much as $2B to expand its Orlando theme park by a fourth
    component to join Epcot Center, MGM Studios and Disney World
    itself -- tentatively called Animal Kingdom.  In considering the
    expansion, Disney is trying to address two problems: "a general
    slide in attendance in the last few years and increasing
    competition" from Universal Studios/Florida, owned by MCA.  MCA
    is planning to add 4,000 hotel rooms at Universal Studios.
    Disney execs have been trying to decide whether one or more
    additional attractions at Disney World would draw new visitors or
    steal customers from other Disney parks in FL.  If the board goes
    ahead, Animal Kingdom, featuring animals from Asia and Africa as
    well as rides, would be built on 500 acres and open in '98 or
    '99.  The failure of the plan to build Disney's America in VA
    "might have given Disney's board some incentive to proceed in
    Orlando, but the contemplated expansion has been under discussion
    for many months" (Geraldine Fabrikant, N.Y. TIMES, 11/14).  In
    other news, Disney is preparing a nationwide marketing blitz with
    an eye beyond the  "traditional" family in hopes of attracting
    young couples without children and seniors (AP, 11/13).

    Print | Tags: Walt Disney

         Foot Locker is completing a deal to expand its sponsorship
    of Hoop-It-Up, the NBA's official 3-on-3 tournament, to include
    on-site retailing, and facilitating event organizer Streetball
    Partners' entry into consumer products.  The sponsorship gives
    Foot Locker rights to on-site sales of NBA merchandise and a new
    line of Hoop-It-Up licensed merchandise, which will also be sold
    at Foot Lockers stores.  Streetball is eyeing 25 markets for the
    Hoop-It-Up line and will approach major non-competing retailers
    in those markets where Foot Locker does not sell the line.  For
    its merchandise, Streetball has signed licensees Champion and
    Spalding, and is negotiating with Fruit of the Loom (Eric
    Hollreiser, BRANDWEEK, 11/14 issue).

    Print | Tags: NBA, Russell Athletic

         WE'D LIKE TO TEACH THE WORLD TO SING:  This week's
    ADVERTISING AGE reports that Coca-Cola Co. "is orchestrating an
    international agency shuffle as it reviews brand assignments
    around the world."  In Asia and Australia, creative
    responsibility for Fanta goes to D'Arcy Masius Benton & Bowles in
    Hong Kong, from McCann-Erickson Worldwide; in Sweden, Hall &
    Cederquist and Young & Rubicam will split Coca-Cola and Sprite
    assignments, while Lowe Brindfors handles Fanta; in Norway, Coca-
    Cola, Coke Light, and Sprite move to Leo Burnett (AD AGE, 11/14
         HEAD EAST:  Thirsty to match the success of Pabst Blue
    Ribbon -- which annually sells 2.8M barrels in China -- the G.
    Heileman Brewing Company "has signed an agreement with an
    investment group led by Hong Kong Investments Ltd. to brew,
    distribute, and market its Lone Star beer through 23 Chinese
    Breweries."  John Brennan, Heileman's Int'l VP, says the
    company's difficult regional experience in the U.S. has helped
    them better "understand fragmented markets like China."  Brennan:
    "China is the perfect place for us to expand.  Where we can do
    best is where we don't have a major internationally known brand
    to compete against and where growth is more opportunity-driven
    than brand driven."  Brennan says Heileman chose to market Lone
    Star in China "because of the Far East's affinity for Americana,
    especially cowboys and Texas."  China is expected to become the
    world's top beer market by 2000 -- surpassing the U.S. (Marj
    Charlier, WALL STREET JOURNAL, 11/14).
         PEPSICO SAYS NYET TO VODKA DEAL:  A Boca Raton businessman,
    Frank Pesce, claims to have signed a deal with Moscow's Cristall
    Distillery granting him "the exclusive right to sell Stolichnaya
    Cristall into 'all territories' of the Western Hemisphere for the
    next 50 years" -- but PepsiCo says it owns the North American
    rights to all Stolichnaya vodkas and the Cristall trademark.
    William Finkelstein, PepsiCo VP and intellectual property
    attorney, says the company "will do 'everything necessary to
    vigorously protect' those rights" (James McNair, MIAMI HERALD,

    Print | Tags: Coca-Cola, PepsiCo

         REEBOK GOES PRO-LINE:  This week's BRANDWEEK reports that
    "Reebok is expected to soon gain a top-level Pro-Line license"
    from the league, and -- pending approval -- to supply teams in
    New York, San Francisco, New Orleans, and Seattle with sideline
    apparel (BRANDWEEK, 11/14 issue).
         BACK TO SCHOOL:  This week is National Education Week, and
    several NFL players will be returning to school as part of the
    NFL/J.C. Penny 4th annual "Take A Player to School" contest.
    Selected K-12 students will take local NFL players into their
    classrooms and schools for discussions on the value of education
    and Q-and-A sessions (NFL).
         LOVE AND MARRIAGE:  Last night's "Married with Children" on
    Fox -- which featured former NFL greats Ken Stabler, Lawrence
    Taylor, Bubba Smith, Rod Martin, and Jack "Hacksaw" Reynolds --
    was written around a promotion for Royal Crown Cola and the Pro
    Bowl.  Donald Lenehan, Royal Crown's Senior Marketing VP:  "We
    like the fact that [the show] has a bit of an edge -- a slightly
    controversial nature.  We're trying to associate ourselves with
    something different than our big cola competitors would do" (Jane
    Von Bergen, PHILADELPHIA INQUIRER, 11/12).

    Print | Tags: NFL, Reebok

         Plans for Wayne Gretzky's ice kingdom at the Boca Raton, FL
    Airport "have melted away."  But developers are looking for a new
    site, trying to keep the project alive.  Gretzky is working with
    Stadium Consultants Int'l of Toronto, which plans to build 25
    Gretzky-themed rinks in U.S. cities, including Miami,
    Jacksonville and Tampa (MIAMI HERALD, 11/12)....The Big 3 network
    revenues were up slightly on combined 3rd quarter totals (AD AGE,
    11/14 issue)....The CFL franchise in Baltimore is holding a
    contest to name the team with the prizes being a Pontiac Sunbird
    or two round-trip tickets on Continental Airlines (Baltimore SUN,
    11/13)....Renaissance Golf Products reported net sales of $4.07M
    for the nine months ended Sept. 30, 1994 -- an increase of $2.38M
    or 103.5% over the comparable period in '93
    (Renaissance)....Digital Equipment Corp. will air a TV spot for
    its new notebook computers in the Las Vegas market during
    tonight's "Monday Night Football" game on ABC.  In January,
    Digital will air TV spots during pro and college football
    telecasts but not the Super Bowl (AD AGE, 11/14 issue)....Time
    Warner Inc.'s MONEY magazine said next spring it will test a
    personal-finance monthly magazine aimed at younger readers (WALL
    STREET JOURNAL, 11/14).... "Seeking to revitalize a slowing video
    game market," Nintendo will announce a low-priced "virtual
    reality" game system that will begin selling in the U.S. and
    Japan in April (N.Y. TIMES, 11/14)....In the current issue of
    BUSINESS WEEK, Chris Roush examines George Foreman's new-found
    marketing appeal in the context of why older athletes are popular
    as endorsers: "For one, there's no chance of an old pro having an
    off season injury, staging a contract holdout, or blowing up at
    the coach and embarrassing the company.  Also, it's less likely
    that old pros will have drug problems, car crashes, or fistfights
    in bars" (BUSINESS WEEK, 11/21 issue)....In a front-page expose
    in Sunday's N.Y. TIMES, Douglas Frantz and Ralph Blumenthal
    examine USAir under the headline: "Troubles at USAir:
    Coincidence or More?" (N.Y. TIMES, 11/13).

    Print | Tags: ABC, CFL, Continental Airlines, General Motors, Walt Disney
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