SBD/2/Sponsorships Advertising Marketing

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  • A-B LOOKS TO BOOST ICE DRAFT; BUD SALES UP IN JAPAN

         After "blasting" competitors for selling ice beers with
    higher alcohol levels, Anheuser-Busch is "quietly shipping a
    higher-alcohol version of its Ice Draft from Budweiser to three
    of its key Midwestern markets."  New Ice Draft shipments to OH,
    MI and Chicago show the beer's alcohol content at 5.5%, up from
    5%.  Bud's Ice Draft had been the only ice beer at premium
    alcohol level, with A-B "claiming anything higher would be
    irresponsible."  Ice Draft's supermarket share has slipped from
    2% to 1%, but A-B executives say they are happy with the beer and
    "plan heavy support" for it in '95.  Senior Brand Manager Mike
    LaBroad "termed the change a trivial one" driven by consumers
    used to full-bodied Canadian ice beers.  Miller Brewing President
    John Bowlin said he was "not surprised":  "Welcome to Miller
    time" (Gerry Khermouch, BRANDWEEK, 10/31 issue).
         THIS YEN'S FOR YOU:  An NBC News report on American beer
    sales in Japan reveals that Coors sold 1.2M cases there last
    year, but that Budweiser sold 8M.  Foreign beers only make up 4%
    of the Japanese market, "but the market, even in Japan, is
    changing."  Over video of a pitcher emblazoned with the Bud logo,
    NBC's Lucky Severson: "The Japanese usually like things that are
    ultra-American, like Bud.  And red and white are their favorite
    colors" (NBC, 11/1).
    

    Print | Tags: Anheuser Busch, NBC
  • ACC FORMS ITS OWN PROPERTIES DIVISION WITH RAYCOM, JP SPORTS

         The Atlantic Coast Conference, in conjunction with extending
    its men's basketball contract for four years with Raycom and
    Jefferson-Pilot Sports, has established ACC Properties -- "a free
    standing business unit to manage conference-coordinated
    marketing, advertising and promotional opportunities."  ACC
    Properties' aim is to "offer the corporate community fully-
    integrated marketing programs and multimedia advertising and
    promotional opportunities on a year-round basis with the
    conference."
         Among the specific marketing areas ACC Properties will
    oversee:  ACC Official Corporate Partner and Promotional Partner
    programs; licensing; championship merchandising; publications;
    and special events, including the 22 ACC championships.  Raycom
    CEO Rick Ray:  "This agreement represents a new direction for our
    company and a new look in sports marketing."  Ray will sit on the
    ACC Properties Board, along with J-P Sports President Ed Hull, NC
    State AD Todd Turner and ACC Commissioner Gene Corrigan.
         In addition, the ACC announced Continental Airlines has
    signed on as the conference's fourth official corporate partner,
    joining Exxon, Hardee's and Discus Athletic.
         Yesterday, ACC Assistant Commissioner Rick Chryst spoke with
    THE SPORTS BUSINESS DAILY and provided more details on the
    conference's new venture.  Excerpts follow:
         THE DAILY:  What was the motivation behind this move?
         CHRYST:  We've always been very cognizant of, and have
    valued, our television relationships.  Television has made the
    ACC, so we have always had a very close relationship with Raycom
    and Jefferson Pilot.  The events of this past year -- the CFA
    breaking up and a reconfiguration of how we were doing our
    football, combined with the extension of the basketball agreement
    -- provided the window to formalize our marketing into our
    relationship with Raycom and JP.
         THE DAILY:  How will this affect the marketing efforts of
    the athletic departments of the ACC's schools?
         CHRYST:  This relates to conference inventory.  Our schools
    will maintain their marketing departments and we think this will
    facilitate -- at a minimum -- communication, and much more likely
    some incremental revenue streams to the institutions.  But we are
    not necessarily out representing Carolina or Georgia Tech or
    Duke, because our schools have such varying philosophies in
    regard to marketing and corporate relationships.
         THE DAILY:  So, it wouldn't prevent a Florida State or a
    Duke from signing a Michigan/Nike type deal?
         CHRYST:  Not at all.  And I think we will find that there
    may be certain product areas where it makes sense to work
    collectively -- but others, the shoe deals probably being the
    most visible, where the institution is going to drive that and we
    may be less likely to get involved.
         THE DAILY:  Are there any other deals pending with potential
    corporate partners?
         CHRYST:  We really haven't gotten much further down the
    strategic path at this point.  But we are nearing the end of the
    basketball sales season and I think when that gets in place, we
    will be able to start our planning for '95 and '96.  We are
    excited that we've got this type of structure to start down that
    road, because I think from the corporate perspective, it should
    take the number of phone calls from about thirty-eight to one.
    That is what we hope.  Someone with this little slice of the ACC
    and that little slice of the ACC, hopefully it can become one
    integrated approach.
         THE DAILY:  How will ACC Properties' approach differ from
    what other conferences are doing?
         CHRYST:  The distinguishing feature we feel about this
    program is that syndicated media is the cornerstone of it. ...
    Television is so important to us, that it needs to be integrated.
    There have been opportunities in the past where the ACC and the
    athletic directors could have said, "Here, cut a deal just for
    your marketing rights."  But often you would be in competition
    with your syndicator, and you could become an official corporate
    partner without ever spending a dime on the television.  Those
    three-and-a-half hours on Saturday afternoon or the Tuesday,
    Wednesday, or Thursday nights in the winter -- that is where we
    market ourselves.
    

    Print | Tags: Continental Airlines, Nike
  • GRANT HILL SIGNS ON WITH SCHICK

         Pistons rookie Grant Hill has signed on as a spokesperson
    for Schick Shaving Products.  Schick is also expanding its 11-
    year NBA sponsorship with a program built around new players.
    Schick assumes title sponsorship of the Rookie Game, Rookie of
    the Month award, Rookie of the Year award and All-Rookie Team
    (BRANDWEEK, 10/31 issue).
    

    Print | Tags: Detroit Pistons, NBA, Palace Sports & Entertainment
  • MARKETPLACE ROUND-UP

         FROM THIS WEEK'S BRANDWEEK:  ESPN and Radio Shack are
    supporting balloting for the NFL's Pro Bowl.  Starting this week
    through December 5, NFL fans will be able to vote at more than
    6,600 Radio Shack stores.  ESPN will run a Pro Bowl sweepstakes
    on the ballot and support with on-air promos....Logo 7 and Arena
    Marketing have signed on as licensees to "Hoop Dreams," the
    recent documentary about inner-city basketball....The Ben Hogan
    Co. has begun distributing a two-minute video featuring the first
    on-camera appearance in eight years by company founder Ben Hogan.
    The video will be used at trade shows and will be distributed
    nationwide to 1,000 pro shops....Vitamin maker Pharmavite has
    signed former Raider Howie Long as spokesperson for its new
    Regimin line of nutritional supplements (BRANDWEEK, 10/31 issue).
         MORE MARKETING NEWS & NOTES:  On "Entertainment Tonight"
    reports a TV series based on Disney's Mighty Ducks movies is
    "under way" and a third sequel in the film series is also planned
    ("ET," 11/1)....Coca-Cola Enterprises said yesterday that it haS
    signed a nonbinding letter of intent to buy the bottling
    operations of the Wichita Coca-Cola Bottling Company for $150M
    (WALL STREET JOURNAL, 11/2).
    

    Print | Tags: Anaheim Ducks, Anaheim Sports, Coca-Cola, ESPN, NFL, Walt Disney
  • REEBOK MOVES MEDIA ACCOUNT TO LEO BURNETT

         Reebok announced yesterday that they have moved their  $80M
    media planning and buying account from DeWitt Media to Leo
    Burnett.  Reebok Senior VP of Global Marketing Services David
    Ropes: "The decision to consolidate global media planning with
    Leo Burnett is a natural evolution of the advertising and
    marketing partnership we formed with the agency over one year
    ago."  DeWitt's relationship with Reebok will continue, although
    on a much smaller scale (COWLES BUSINESS MEDIA, 11/1).
    

    Print | Tags: Reebok
  • SUPER BOWL XXIX ATTRACTING RECORD AD SALES FOR ABC

         ABC is telling advertisers that ad spots for this year's
    Super Bowl are "nearly sold out" at a record price of more than
    $1M for each half-minute commercial spot.  The average 30-second
    spot for the January 29th Super Bowl is selling for $1.2M, a 26%
    rise from '94.  Industry execs say Super Bowl sponsors include
    past advertisers PepsiCo, McDonald's, Anheuser-Busch, Nike and
    Masterlock.  Other past advertisers are unsure whether they will
    appear again.  ABC Sales and Marketing President Marvin Goldsmith
    said that advertisers "especially crave" Super Bowl XXIX because
    there is a "paucity of major sports events" due to the baseball
    strike and NHL lockout: "There is no better place to reach men"
    (Kevin Goldman, WALL STREET JOURNAL, 11/2).
    

    Print | Tags: ABC, Anheuser Busch, McDonalds, NHL, Nike, PepsiCo, Walt Disney
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