SBD/22/Sponsorships Advertising Marketing

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  • BA-DA BA-DA BA-DA, THAT'S AIR FOLKS

         Warner Bros. has been "quietly developing an animated/ live-
    action full-length feature film" to star Michael Jordan and its
    Looney Tunes characters.  The film is being referred to
    internally as the "Hare Jordan" project.  If all goes as planned,
    the film will be the first animated project to be produced by
    Warner Bros "which has been gearing up its animation unit over
    the past year."  The '92 Nike TV ad campaign was called "Hare
    Jordan."  It featured Jordan interacting with Bugs Bunny (DAILY
    VARIETY, 11/22).
    

    Print | Tags: Nike, Time Warner
  • COWBOYS TO INTRODUCE NFL "SPECIAL EVENT" UNIFORMS ON T-DAY

         The Cowboys will debut a new "double star" jersey for the
    Thanksgiving Day game against the Packers.  Developed with NFL
    Properties, the jersey will not replace the team's traditional
    uniform, but will be used for special event games such as Kickoff
    Weekend, Thanksgiving Day, Monday Night Football, and playoff
    games.  The new Cowboys jersey will feature the team's stars on
    each shoulder, blue sleeves, the player's number in silver, and -
    - in an NFL first -- the team logo will be added directly above
    the numbers on the front of the jersey.  Numbering on the front
    and back will be blocked by a blue and white border.  Jerry
    Jones, Cowboys owner and GM:  "We felt it was the right time for
    an NFL team to give its fans a fresh look while not moving away
    from its traditional uniform."  Sara Levinson, President of NFL
    Properties:  "We expect other NFL teams to develop additional
    uniforms for the future" (NFL).
    

    Print | Tags: Dallas Cowboys, Green Bay Packers, NFL
  • HOLIDAY PREVIEW: 'TIS THE SEASON TO BUY SPORTS STUFF

         Retailers around the country are bracing for this coming
    Friday, traditionally the busiest shopping day of the year.  But
    with hockey and baseball both out of work today, the leagues,
    licensees and retailers in the sports industry face unique
    challenges selling goods to fans who have been denied the product
    they love most -- the games.  Over the last few days, THE SPORTS
    BUSINESS DAILY surveyed league and licensed apparel executives
    about their predictions for this holiday season.  Highlights of
    our conversations follow:
         NFL PROPERTIES:  Brian McCarthy, Manager of Corporate
    Communications:  "We think Santa's bag is probably going to be
    full of NFL licensed merchandise.  This season has shown that the
    NFL has become, and is, the dominant league in terms of fan
    interest, fan participation, and also back on track in sales of
    licensed products."  According to McCarthy, the NFL traditionally
    has a strong 4th quarter and is looking for the Pro-Line
    authentic apparel to move well this year:  "With the excitement
    of the playoffs coming up, you can spend your whole Christmas
    season, from the end of December to the end of January wearing
    the product that you got on Christmas."  Asked about the work
    stoppages in other sports, McCarthy was reluctant to predict
    benefits for the NFL beyond the short-term: "We are all in the
    same business, and for us to be successful over the long term we
    need retailers to be excited about licensed products as a whole."
         NBA PROPERTIES:  Jon Stern, Manager of Marketing
    Communications:  "We are really excited about the upcoming
    holiday season.  Traditionally, the NBA doesn't run a lot of 4th
    quarter promotions, but right now we are doing some regional work
    with Sears and Target, as well as some national promotions with
    Foot-Locker and Champs."  One consistent seller for the NBA is
    the Champion replica jersey, and with the emergence of star
    rookies such as Jason Kidd and Grant Hill, the league "expects
    some good things out of their replicas."  On the work stoppages:
    "We all feel that we are in this together, and if someone comes
    to a retailer to buy products from one league, we think that
    there is a good chance that they will wander over to another area
    and buy another product from another league."
         MLB PROPERTIES:  Retail Manager Elliot Runyon said that,
    despite the strike, Major League Baseball believes it has not
    lost its fan base and predicted that frustrated fans will come
    back.  Although summer is traditionally baseball's strongest
    period, he said "the end of the fourth quarter has always been a
    nice peak in the valley."  Baseball's biggest push this quarter
    will be with The Diamond Collection -- authentic jerseys, hats
    and dugout jackets.  The league will also offer its "Fan
    Appreciation" gifts (special offers designed to thank fans for
    tolerating the work stoppage), minor league apparel, and Negro
    League merchandise.
         NHL PROPERTIES:  NHL Dir. of Communications Mary Clarke
    acknowledged that the work stoppage will clearly affect the sale
    of NHL goods: "Unfortunately, because of our current labor
    situation, I must say we are not doing anything special for the
    season.  What we are trying to do is keep all of our family of
    retailers and licensees on board until we get an agreement with
    our union."  Clarke did say, however, that apparel sales are
    good, especially sales of authentic jerseys.  Clarke:  "They are
    written up as the next hottest sports fashion item, beyond the
    baseball hat."      THE PRO IMAGE:  Tom Haraldsen, Dir of Public
    Relations:  "November and December account for, anywhere between
    30-40% of the product that we sell in a given year, so the
    holidays are very critical for us....Fortunately, both the NBA
    and the NFL are playing."  On baseball, Haraldsen noted a "wait-
    and-see attitude" among both retailers and consumers:  "I don't
    expect Major League Baseball sales are going to be real strong at
    Christmas time this year." Haraldsen called hockey "up and
    coming" and noted that NHL sales have not been affected
    drastically:  "The hottest selling items in our stores have been
    NHL replica jerseys, and they are still being purchased," even
    though the league is not playing.
         STARTER:  Ian Gomar, VP of Marketing:  "We expect our sales
    of authentic gear and replica products to be very buoyant."
    Gomar said Starter is obviously disappointed about the work
    stoppages:  "We had a great opportunity and season finale for
    [MLB]. ... And although we are still selling NHL hockey
    merchandise, we believe with the games being played, the volume
    would be at a higher level."
         LOGO 7:  Eddie White, Dir of Public Relations:  "It will be
    a good holiday season for the NFL and for Logo Athletics.  Our
    research shows that our 'shark' designs on the hats and the
    jackets are expected to move well through the season ... and,
    only now are our outerwear heavyweight jackets being exposed on
    the sidelines."  On hockey and baseball, White said fans and
    consumers "are just thinking football," but expressed Logo 7's
    interest in all getting back to work: "We want the ice to be
    frozen and we want the grass to be cut, and the players to come
    back and play."
         APEX ONE:  Dick Venneri, Advertising Manager: "We deal with
    the Cowboys who make up 30% of all NFL licensed merchandise ...
    and, the NFL business is as strong as it has ever been,
    especially with the Cowboys. ... The Patriots are also selling
    strong for us -- the focus on the team has been more intense and
    their new logo is helping.  The 49ers are also selling well."
    Venneri believes that work stoppages will not affect sales:  "If
    you are a fan you will still buy the product, regardless of the
    league.  Fan loyalty goes deeper than work stoppages."
    

    Print | Tags: Dallas Cowboys, Foot Locker/Venator Group, MLB, NBA, New England Patriots, NFL, NHL, Oakland Athletics, San Francisco 49ers, Sears
  • ORLANDO UNROLLS ITS SLEEVES WITH TURNSTILE ADVERTISING

         The City of Orlando and Entry Media, Inc., have signed an
    agreement to bring turnstile advertising to the Orlando Arena and
    the Citrus Bowl.  Entry Media is the developer and manufacturer
    of "Turnstile AdSleeves" -- plastic ad casings for turnstile
    arms.  According to Martin Hering, president of Entry Media, over
    50 minor league baseball teams are planning to add the sleeves to
    their ballparks during the upcoming season, and Network
    International is currently selling turnstile ad space for their
    40 facilities in the United States and Europe (Entry Media).
    

    Print
  • OWENS-CORNING SIGNS HEADGEAR CONTRACTS WITH 10 TOP SKIERS

         Owens-Corning announced it has signed headgear contracts for
    the '94/95 World Cup season with 10 top U.S. and European
    Freestyle athletes as part of its continued support of Freestyle
    skiing.  The athletes will sport Owens-Corning logos on their
    headbands throughout the season.  The 10 skiers:  Trace
    Worthington, Kristean Porter, Eric Bergoust and Ian Edmundson
    from the U.S. team; and Richard Cobbing, Oksana Kutschenko,
    Ljudmila Dymchenko, Elisavet Kozevnikova, Fabien Bertr and
    Candice Gilg from various European teams.  Owens-Corning is a
    world leader in advanced glass and composite materials.  The
    company has been involved in Freestyle skiing since 1986 (Owens-
    Corning).
    

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  • RIDDELL SPORTS REPORTS 3RDQ LOSS DUE TO LAWSUIT

         Riddell Sports Inc. reported yesterday that it incurred a
    pre-tax charge of $4.6M in the 3rdQ ended September 30, as a
    result of a previously announced jury verdict of $8M rendered
    against the company in a product liability suit.  According to
    Riddell, before the liability charge, the company had continued
    to achieve what Riddell called significant operating improvements
    during the quarter.  Riddell plans to appeal the product
    liability verdict.  Riddell is the world's leading manufacturer
    and reconditioner of football helmets and sells helmets and
    shoulder pads and other protective equipment under the Riddell
    and Maxpro brands.  The company also licenses the Riddell, Maxpro
    and MacGregor trademarks for use on athletic footwear, leisure
    apparel and equipment (Riddell Sports).
    

    Print
  • SOME SPONSORS READY TO TEE IT UP WITH THE WORLD TOUR?

         According to this week's AD AGE, Dole Food Co. CEO David
    Murdock was present at meetings with Fox execs and World Golf
    Tour organizers last week "and indicated extreme interest in
    sponsorship and advertising opportunities."  Reebok Int'l would
    also be interested, according to Richie Woodward, the President
    of Reebok's golf division.  World Tour organizer Greg Norman has
    a "lifetime endorsement deal" with Reebok (Jeff Jensen,
    ADVERTISING AGE, 11/21 issue).
         DOES SIZE REALLY MAKE A DIFFERENCE?:  In an article in this
    morning's WALL STREET JOURNAL, Stephanie Mehta reports that small
    sporting goods manufacturers "have found a way to score big sales
    gains in the product-promotion game," by side-stepping
    "potentially budget busting tactics" and "consciously steering
    clear of glitzy player endorsements."  Odyssey Sports, for
    example, "began handing out hundreds of free putters to
    professional golfers at senior tournaments earlier this year" --
    and sales jumped significantly after Jim Albus and Tom Wargo
    "started winning rounds with their free Odyssey clubs" (WALL
    STREET JOURNAL, 11/22).
    

    Print | Tags: News Corp./Fox, Reebok
  • SPORTING GOODS GIANTS PREPARE FOR BATTLE IN WINDY CITY

         "The gloves are coming off in the battle for sales of
    sporting goods in Chicago and its suburbs," according to the
    CHICAGO SUN-TIMES -- with Sportmart and The Sports Authority
    positioned as the heavy-weight contenders.  "For the last 23
    years, Niles-based Sportmart, Inc., has been the dominant chain
    ... but the company, considering itself the pioneer of the
    sporting-goods superstore concept, faces perhaps its toughest
    test from The Sports Authority."  Sportmart currently operates 17
    stores in the Chicagoland area, and has plans for more -- not
    just in Chicago, but in Cleveland, Columbus, and Canada.  The
    Sports Authority entered the market just over two years ago, has
    already opened eight stores, and plans to have 20-23 stores in
    Chicago.  Jim Peters, Sportmart's Exec VP for Merchandising:
    "They are a Sportmart knock-off, there's no question about it."
    Arnold Sedel, Senior VP of Operations for The Sports Authority:
    "Sportmart has dominated the market.  Now they're having to do
    things to combat us, just as we have done things to combat them."
    Sedel does admit, however, that "we really haven't come up
    against a powerhouse like Sportmart" (Mary Ellen Podmolik,
    CHICAGO SUN-TIMES, 11/21).
    

    Print | Tags: The Sports Authority
  • TIME WARNER SIGNS THE GREAT ONE FOR ON-LINE HOCKEY PRODUCTS

         Time Warner Interactive yesterday announced the signing of
    Wayne Gretzky to an exclusive 3-year multi-platform license for a
    line of interactive hockey products.  Additionally, a license has
    been signed with the NHLPA to provide a game with real player
    names, profiles and stats.  Both licenses provide that Time
    Warner Interactive develop and distribute for all arcade and
    consumer systems, including upcoming CD-ROM-based platforms.
    Time Warner Interactive President Dan Van Elderen: "We could not
    have found better partners than Wayne Gretzky and the NHLPA for
    our new line of hockey games."  Gretzky: "We not only give fans
    hours of great hockey game-play, but we also reach out to new
    audiences and introduce them to the sport and excitement of
    professional hockey."  Time Warner Interactive's growing line of
    sports games includes:  the RBI Baseball series, Payne Stewart
    Pro Golf, Dick Vitale's "Awesome Baby" College Hoops and Kawasaki
    Super Bike Challenge (Time Warner/NHLPA).
         NINTENDO EARNINGS AND SALES DROP:  This morning's WALL
    STREET JOURNAL reports that Nintendo Co. has reported a 16% drop
    in earnings and 36% drop in sales during the fiscal first half,
    ending September 30.  "Nintendo says the declines were due mainly
    to the yen's recent strength against the dollar, which has eroded
    the company's competitiveness.  But analysts here, saying the
    results fell within expectations, warn they may reflect deeper
    problems in the video game industry" (WALL STREET JOURNAL,
    11/22).
    

    Print | Tags: Time Warner
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