SBD/30/Sponsorships Advertising Marketing

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         Red Sox Exec VP Lou Gorman continues to pursue a possible
    two-game exhibition against the Mets in Dublin, "tentatively
    scheduled for early March 1996."  Gorman said that MLB is trying
    to secure sponsors for the series, which "would further the goal
    of baseball interest internationally" (Nick Cafardo, BOSTON
    GLOBE, 11/29).

    Print | Tags: Boston Red Sox, MLB, New York Mets

         The baseball strike and the work stoppage in the NHL has
    thrown a "curve into John Labatt Ltd.'s plan to spin off its
    sports and entertainment holding, worth more than $1B."  Analysts
    said that the Toronto beer manufacturer faces uncertainty over
    the value of its sports properties, which include interests in
    the Blue Jays, The Sports Network (TSN) cable channel, and
    SkyDome.  Analyst Michael Palmer of Equity Research Associates in
    Toronto: "Labatt's whole empire or structure, has been thrown
    into disarray by the labor disruptions."  Labatt is also saddled
    by the C$720M investment purchase into a Mexican brewery that
    "loaded Labatt with debt and raised doubts" among shareholders
    about the corporate strategy.  Labatt had hoped to reduce its
    stake in some holdings and offer 49% of assets in a public
    offering, but company spokesperson Lorne Stephenson said the
    baseball strike has made "spinoff plans a little more difficult"
    (Marina Strauss, Toronto GLOBE & MAIL, 11/30).

    Print | Tags: Labatt Brewing, NHL, Toronto Blue Jays

         This week's BUSINESS WEEK looks at the NBA's "fast break
    overseas."  With revenues over $1B and U.S. arenas filled to 92%
    of capacity, Commissioner David Stern is now looking to Europe,
    Latin America and, "especially to Asia," to expand the hot
    product.  Stern hopes to "have all the NBA's business
    opportunities -- in TV, merchandise, and events -- staffed and
    running at full speed on six continents" in the next two years.
    The NBA is especially strong in Australia, Israel, and Japan --
    with Germany and Britain "surging dramatically."  Allen Furst, of
    D&F Group Ltd., a event sponsorship agency in Washington, DC: "Of
    U.S. pro sports, the NBA is No. 1 in international expansion and
    awareness."  Stern's global plan is for TV to bring basketball
    into 140 countries, making the NBA Game of the Week into a
    worldwide "staple", while "holding in reserve commercial time on
    each overseas channel that it can sell" to marketers such as
    Coca-Cola, IBM, McDonald's, and Nike (Desens & O'Reilly, BUSINESS
    WEEK, 12/5 issue).

    Print | Tags: Coca-Cola, IBM, McDonalds, NBA, Nike

         "Sniping" -- a "guerilla brand of outdoor advertising that
    swathes construction sites, scaffolds, and other public property
    with poster-size ads" -- is proving to be a big boost for Turbo
    Sportswear in New York.  Turbo is seeing its First Down line of
    parkas and vests become the "must have item of the season."  The
    ads have been running only since September, but have made a big
    impact on the city's youth.  The ad campaign, created by
    Manhattan-based ad agency Cain Associates, has tapped "into the
    trendsetting inner city market" and is being "launched in ethnic
    neighborhoods in Chicago, Detroit, Philadelphia, and Baltimore."
    One of the next step for First Down is a line of NFL- and MLB-
    licensed merchandise (Ylonda Gault, CRAIN'S NEW YORK, 11/28

    Print | Tags: MLB, NFL
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