SBD/14/Sponsorships Advertising Marketing

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         NFL players, TV celebrities and recording artists will
    descend on Miami during Super Bowl week for the Madden Bowl '95
    tournament -- the first ever national celebrity football video
    competition.  The contestant field will be selected on a "fame
    and game" basis; celebrity status combined with skilled
    proficiency at the John Madden Football video game.  EA Sports,
    THE SOURCE magazine and "The Box -- Music Television You
    Control," will be the sponsors (EA Sports).

    Print | Tags: NFL

         Labatt Breweries of Canada has "moved into magazine
    publishing in its latest bid to brew up business."  This month,
    the company started to mail hundreds of thousands of copies of
    its new magazine, BEER, in two versions:  one targeted to adults
    30 and over, and the other "geared to the younger set."  The
    latter version uses more "casual language and pitches such trendy
    brands" as Labatt Ice and Labatt Genuine Draft.  One promotion
    includes a toll-free sports and concert ticket hot-line that
    reads: "Standing in line sucks.  And standing in line for seats
    that make your nose bleed sucks even more."  The issue for older
    readers touts Labatt Blue and John Labatt Classic with a toned-
    down pitch  (Marina Strauss, Toronto GLOBE & MAIL, 12/14).  Also
    yesterday, Labatt claimed that it has "nabbed" a 45.4% share of
    the Canadian beer market (FINANCIAL POST, 12/14).

    Print | Tags: Labatt Brewing

         Coors unveiled plans for an on-site micro brewing facility
    at Coors Field yesterday.  Coors Brewing CEO Peter Coors made the
    announcement at Coors Field in Denver.  The brewery will produce
    beer year round and is scheduled to open with Coors Field in '95
    (Coors)....Gillette Co., a new sponsor of the Women's Sports
    Foundation, plans to launch a line of shaving gel aimed at women.
    Satin Care for Women will hit store shelves in April (BOSTON
    GLOBE, 12/13). ....According to a National Sporting Goods
    Association analysis, sporting goods store sales surged in New
    England states during the 5-year period '87-92 (NGSA)....Atlanta-
    based SportsTown Inc., "which has struggled with old inventory
    and under performing stores," will add Athlete's Foot shops
    inside their superstores.  The move will allow SportsTown to sell
    Nike and Reebok brands (ATLANTA CONSTITUTION, 12/14)....The Walt
    Disney Company is planning a theme park somewhere in Latin
    America in the next decade.  The park would be built in either
    Argentina, Bolivia, Chile, Uruguay, Paraguay or Peru
    (REUTERS/N.Y. TIMES, 12/14).

    Print | Tags: Nike, Reebok, Walt Disney

         According to INSIDE MEDIA's Chuck Ross & Laura Rich,
    McDonald's Corp., "in a major blow to local TV stations," is
    taking all of its money out of spot broadcast for '95.  The
    company spent "well over" $100M on spot TV in '94.  One
    McDonald's spokesperson: "We're shifting to a substantially
    national focus by moving the majority of our TV spot media
    spending to national network, cable and syndication.  We're going
    to be getting more bang for our bucks."  Along with the networks,
    Leo Burnett, which does McDonald's national buying, "is the big
    winner in the change."  The shift is also a "significant
    financial blow to the two dozen or so agencies that the fast-food
    giant uses on a local basis."  The move by category leader
    McDonald's could have "serious repercussions for stations, reps
    and agencies if other fast-food companies follow" (COWLES
    BUSINESS MEDIA, 12/13).
         MCDELIVERY:  McDonald's VP Paul Facella said the initial
    success of the free delivery experiment in New York will lead the
    company to continue the service.  And if numbers "continue their
    upward trend," the service might be expanded to other cities
    (Alan Wax, N.Y. NEWSDAY, 12/14).

    Print | Tags: McDonalds
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