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SBD/7/Sponsorships Advertising Marketing
Published November 7, 1994
Hershey will again sponsor the Reese's International Gymnastics Cup, held for the first time last year. The event will take place January 25, and be televised on ABC March 11 (BRANDWEEK, 11/7 issue)....During the Knicks-Celtics opening game, the Celtics wives presented the American Cancer Society and the New England Baptist Hospital each with $90,000 checks (Celtics)....The third annual Jerome Brown Foundation's Reception and Celebrity Auction took place last Friday. Since its inception in '92, the Foundation has raised more than $200,000 to benefit underprivileged children (Brown Foundation)....Some of Canada's top curlers are seeking a more aggressive players' association to give them a greater say in their sports and bigger share of its growing revenues. The players and the sport's governing body, the Canadian Curling Association, have been "feuding since last year over whether competitors should be allowed to wear their sponsors' corporate logos at the Brier" (EDMONTON JOURNAL, 11/5)....Walt Disney Co.'s Disney Consumer Products division has moved its $6-8M account from Earle Palmer Brown to Butler, Shine & Stern. Disney is relaunching the campaign for five brands of products, ranging from infant toys to sporting goods (AD AGE, 11/7 issue)....."60 Minutes" ran a story on the infiltration of American culture in France. One French teenager: "When you go in the school, you can see all the young people with Nike and Reebok shoes because it's the way to be in" (CBS, 11/6)....Japan Airlines offers a $600 putter for sale to its int'l customers made of titanium. The metal comes from recycled Boeing 747 fan engine blades (ST. LOUIS POST-DISPATCH, 11/7).... Nike is helping with the promotion of the movie "Hoop Dreams." Nike is paying for radio promotions in the top 10 national markets as well as lending its logo to print and movie ads (N.Y. TIMES, 11/7).... Bullets forward DON MCLEAN missed the first two games of the season due to a severe blister on his foot. McLean signed a shoe deal with Adidas after winning the NBA's Most Improved Player Award last season, switching from Nike. McLean is reportedly uncomfortable with the new Adidas footwear, and will go back to wearing Nike's while returning his contract money to Adidas (WASHINGTON TIMES, 11/5).