SBD/16/Sponsorships Advertising Marketing

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  • CHI-CHI'S TO AMBUSH FRITO- LAY DURING THE SUPER BOWL

         The competition between official sponsors of the Super Bowl
    and their adversaries is "heating up."  In the snack food
    category, Chi-Chi's intends to ambush Frito-Lay's sponsorship of
    the halftime festivities at the Super Bowl, with the hopes of
    rechanneling sales to its salsa products.  Kicking off on January
    2 and continuing through Super Sunday, Chi-Chi's will begin a
    heavy radio buy, highlighted by promos and a football trivia
    contest during morning drive and other key listening periods.  So
    far, air time has been locked up in 43 markets.  Frito-Lay has
    not divulged its Super Bowl media strategies yet, but a
    spokesperson said that the Chi-Chi's campaign is not a major
    concern.  One radio rep expects that Chi-Chi's will be among the
    few in the snack food category "that tighten the airwaves with a
    Super Bowl promotion" (COWLES BUSINESS MEDIA, 12/15).
    

    Print | Tags: PepsiCo
  • MARKETPLACE ROUND-UP

         After six months with no name, the Baltimore CFL franchise
    is expected to pass on choosing a nickname, preferring to call
    themselves the Baltimore Football Club (Baltimore SUN,
    12/16)....A Video Storyboard Tests survey due out next week shows
    Pepsi topping the list with America's favorite ad for the 3rd
    quarter.  The other nine:  McDonald's, Little Caesars, Coca-Cola,
    Bud Light, Nike, Miller Lite, Shell, Energizer and AT&T (USA
    TODAY, 12/16).
    

    Print | Tags: Anheuser Busch, ATT, CFL, Coca-Cola, McDonalds, Nike, PepsiCo
  • PHILLIES OFFERING SPECIAL PROGRAM TO SPONSORS

         Phillies VP/Marketing Dennis Mannion commented on the
    possible response of sponsors to the use of replacement players
    next season: "It will definitely be a tougher sell until they
    actually see the product on the field.  In our particular
    circumstance, we're lucky that a majority of our sponsors have
    been in our sponsorship family for years."  In an effort to
    reduce the number of defectors, the Phillies have devised a
    system to tie sponsorhip rates to the fan interest. If ratings
    and crowds are high, rates will be, too.  But if replacement
    players are met with low enthusiasm, "the Phillies will be giving
    away advertising time" (Frank Fitzpatrick, PHILADELPHIA INQUIRER,
    12/16).
    

    Print | Tags: Philadelphia Phillies
  • SPORTS ILLUSTRATED IS PROMOTING ITS FINAL FOUR ISSUES

         SPORTS ILLUSTRATED yesterday announced a '95 advertising and
    marketing program to coincide with the NCAA Men's Basketball
    Tournament.  Advertisers who schedule a total of three insertions
    in any one of six issues from March 13, 1995 to April 10, 1995,
    will receive one free insertion in SI's Special Collector's
    Edition -- or space of equal value -- and four guest spots at
    SI's Final Four Weekend Package, which will include prime seats
    to each semifinal and title game.  In another ad opportunity,
    NCAA corporate sponsors will receive the free insertion, the
    Final Four package, and special positioning in the magazine's
    Final Four Viewer's Guide (Sports Illustrated).
    

    Print | Tags: NCAA, Sports Illustrated, Time Warner
  • TV REPORTS PROBE VARIOUS EFFECTS OF LABOR STRIFE

         On PBS' "Nightly Business Report," Darren Gersh examined the
    impact of the labor problems in baseball and hockey on
    advertisers and merchandisers.  Joseph Foss, Orioles Vice Chair
    of Finance, said that local advertisers are still signing up for
    next year:  "But that's not saying that the strike doesn't linger
    over every sale."  The NHL lockout, which could lead to a
    cancellation of the season, is seriously affecting sales of NHL-
    licensed merchandise.  According to sporting goods retailers,
    sales of NHL merchandise is "far short of projections."  Ian
    Gomar, VP of Marketing for Starter:  "There's a real concern
    about retailers taking in hockey products for the fall of 1995 if
    they're not convinced that the players are going to come back and
    play."  Depite MLB's and NHL's woes, Gersh said that retailers
    report sales of NBA and NFL merchandise have increased in "double
    digit rates" and that baseball and hockey would have to get "much
    worse before they do lasting damage to their businesses" ("NBR,"
    12/15).  On ABC's "World News Tonight," Armen Keteyian looked at
    how the MLB strike is affecting ticket sales and advertising for
    '95-96.  Grey Advertising VP Jon Mandel:  "What they have done
    now is shot themselves in the foot and caused advertisers to
    really wonder if they should invest millions of dollars behind
    this sport to market products" (ABC, 12/15).
    

    Print | Tags: ABC, Baltimore Orioles, MLB, NBA, NFL, NHL, Walt Disney
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