SBD/13/Sponsorships Advertising Marketing

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         Aramark announced yesterday their purchase of Harry M.
    Stevens concessions.  Among HMS's accounts: Fenway Park, Shea
    Stadium, Meadowlands, Churchill Downs, Miami Arena, Houston
    Astrodome and Nassau Coliseum.  Aramark will add those to the 100
    already in their "leisure-services portfolio."  Aramark, which is
    privately held, did not disclose how much it paid nor how much
    HMS would add to its $5B in annual revenues.  Presently, 28 of
    Aramark's 120 accounts are related to the four major sports.
    Although the business has "suffered" from the loss of baseball
    and hockey, Aramark "considers these to be short-term
    disruptions" (Andrea Knox, PHILADELPHIA INQUIRER, 12/13).
         PEANUTS, SODA, PHONES!  Cellular phone service could be the
    next concession service introduced at ballparks and arenas
    (Valerie Lister, USA TODAY, 12/13).

    Print | Tags: Aramark, Churchill Downs Inc.

         This week's ADVERTISING AGE reports that Fila is "aiming to
    maintain its surging momentum" by boosting ad spending 30% to an
    estimated $20M, most of which will support the Hill Series, a
    footwear and apparel collection endorsed by Pistons Forward Grant
    Hill.  Fila's marketing efforts with Hill will be the "most
    aggressive in its 10-year history in the U.S., and promises to be
    the most significant replication of the Nike-Michael Jordan
    marketing formula" since Reebok's Shaq campaign in '92.  Fila
    claims its footwear sales will rise 20% this year to $300M, while
    apparel sales will be up 56% to $70M.  The Hill Series will not
    only feature basketball shoes, but cross-training and other shoes
    as well.  TV ads will air on BET, ESPN and MTV.  Foot Locker,
    which will sell exclusively an all-black version of the Hill
    basketball shoe, is finalizing details of a co-op ad program
    (Jeff Jensen, AD AGE, 12/12 issue).
         MORE ON JORDAN'S LOONEY TUNES:  Warner Bros. is developing a
    feature-length movie starring Looney Tunes characters and Michael
    Jordan that mixes live action with animation.  The film could be
    ready by next summer.  Quaker Oats' Gatorade brand, McDonald's
    and Nike -- all Jordan sponsors -- are being "eyed as promotional
    partners."  F.A.M.E., which manages Jordan's marketing, is also
    exploring film projects and TV specials about his life (Jeff
    Jensen, AD AGE, 12/12 issue).

    Print | Tags: Detroit Pistons, ESPN, McDonalds, Nike, Reebok, Walt Disney

         Citing higher interest rates, the parent of Arby's roast
    beef restaurant called off a planned purchase of Long John
    Silver's restaurants (AP/CHICAGO TRIBUNE, 12/13).... A judge in
    Seattle dismissed a lawsuit by Karen Sparks, who says R.J.
    Reynolds' cigarette ads featuring Joe Camel encourage young
    people to buy cigarettes.  Also named in the suit:  RJR Nabisco
    and ad agencies McCann Erickson and Young & Rubicam (USA TODAY,
    12/13)....Sprint will use Dodgers pitching prospect Chan Ho Park,
    as an ad spokesperson aimed at Korean-Americans (Michael
    Hiestand, USA TODAY, 12/13)....
    Triple Crown Sports and the Mickey Owen Baseball School have
    together entered into a marketing agreement to promote youth
    baseball in '95 (Triple Crown).

    Print | Tags: Los Angeles Dodgers, Los Angeles Sparks, Nabisco, Sprint
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