SBD/28/Sponsorships Advertising Marketing

Print All
  • DIAL TAKES LEADING ROLE ON NFL'S SOAP OPERA

         In its cover story this week, BRANDWEEK reports that Dial
    Corp. is "on the eve of capping off an extensive sponsorship
    contract with NFL Properties that sets in place NFL-themed
    promotions around Super Bowl XXIX this January, and kicks off
    next season with a series of local team tie-ins."  Dial's NFL
    pact "usurps rival soap and detergent marketer Lever Brothers,"
    NFLP's previous partner for Super Bowl and Tailgate promotions.
    The '96 Super Bowl will be in Phoenix, home of Dial's
    headquarters.  The deal also "maps out preliminaries for a series
    of tailored regional promotional efforts in each of the 30 NFL
    team markets, fitting neatly with Dial's aggressive retial
    partner-oriented regional initiative."  Since Lever's contract
    with NFLP does not expire until Dec. 1, Dial would not comment on
    the deal.  Still, Super Bowl XXX's Phoenix venue "opens the door
    to a massive trade promo and hospitality initiative for
    retailers" (Pam Weisz, BRANDWEEK, 11/28 issue).
    

    Print | Tags: NFL
  • LOGO ATHLETIC IS CHANGING ITS LOGO

         Licensed apparel marketer Logo Athletic is changing its
    logo.  "Seeking a more contemporary image, the firm is dropping
    the 'A' from its corporate icon, while retaining its red and blue
    colors."  Marketing VP Channing Souther said an overall name
    change is also under consideration, since the company is often
    called just "Logo."  Print trade ads breaking in December will
    show Logo spokesperson Troy Aikman in apparel with Logo's new
    design.  The first TV spots with the new logo feature Chris
    Webber and debut in January on TNT's NBA broadcasts (BRANDWEEK,
    11/28 issue).
    

    Print | Tags: NBA, TBS/TNT
  • MARKETPLACE ROUND-UP

         The Golf Channel has hired Crispin & Porter as its first
    agency to handle advertising for the new cable TV network (N.Y.
    TIMES, 11/25)....Leo Burnett Co. announced that it has mutually
    agreed with H.J. Heinz Co. to end their "long relationships" on
    two brands:  Star-Kist Tuna and 9-Lives Cat food.  Burnett is
    also relinquishing its remaining Heinz accounts, including
    ketchup, Heinz 57 steak sauce and Homestyle gravy.  Heinz does
    some regional signage in Pittsburgh, Cincinnati and FL (N.Y.
    TIMES, 11/24).... Bristol-Myers has renewed its sponsorship of
    the Naismith Awards for college basketball players, with Ban
    deodorant as title sponsor for the 2nd year in a row (BRANDWEEK,
    11/28 issue)....Shea Stadium will have advertising behind home
    plate beginning in '95 (NEWSDAY, 11/24).
    

    Print
  • NIKE PREPARING FOR A BIG YEAR IN SHOES?

         With plans for the Madison Square Garden bid "long abandoned
    and the need for immediate cash savings shelved," Nike cast of
    vote of confidence in its own future last week, "hiking the
    quarterly" dividend payout 25%, to 25 cents a share.  "That
    increase came despite less-than-impressive first-quarter
    results."  But, Nike's "optimism appears well founded.  The
    company is confident that additional manufacturing capacity
    secured in Asia will enable it to meet future order demands."
    And a growing number of analysts "figure that domestic demand for
    athletic footwear is finally starting to grow again after more
    than three years of stagnation" (Jay Palmer, BARRON'S, 11/28
    issue).
    

    Print | Tags: Cablevision, Madison Square Garden, Nike
  • O-PEE-CHEE NOT KEEN ON SPORTS CARDS ANYMORE

         After 50 years, O-Pee-Chee Co. Ltd. is "folding its hand as
    Canada's major sports card company."  Instead, the firm will
    "concentrate on its core business" -- gum and other
    confectionaries.  O-Pee-Chee officials would not comment on the
    reasons for the move, "and the company doesn't release sales
    figures."  The company made hickey and baseball cards through an
    agreement with Topps Co.  Topps, which holds the licenses, will
    now deal directly in  Canada.  O-Pee-Chee was hurt by an NHLPA
    decision to limit licensees such as Topps to two sets.  "The
    North American sports card industry is recovering from a near
    collapse in the early nineties caused partly by an oversupply of
    cards, which deflated their value" (CANADIAN PRESS, 11/25).
    

    Print
  • PHONE CARD COMPANY TO OFFER IPO

         Global Telecommunication Solutions (GTS) plans to go public
    before the end of the year.  GTS has "carved a niche in the
    mushrooming" $200M phone-card market by acquiring the rights to
    high profile licenses, including the NFL, MLB, MLBPA and Marvel
    Comics.  The proposed NASDAQ offering would trade under the TELE
    symbol, with 1.5M shares offered at $5 in hopes of raising cash
    to grow GTS.  The company plans to use the IPO to finance
    additional marketing activities and to establish a "better
    distribution network which would include phonecard vending
    machines in sports arenas and travel centers" (Terry Lefton,
    BRANDWEEK, 11/28).
    

    Print | Tags: MLB, NFL
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug