SBD/11/Sponsorships Advertising MarketingPrint All
In the first major organizational shift since Douglas Ivester became President and COO in July, Coca-Cola is realigning its international operations, "which provide the bulk of its operating profits." The realignment rearranges the way countries are supervised and removes some of int'l operations from the direct supervision of Coca-Cola's int'l chief John Hunter. However, a company spokesperson denied that Hunter was "being eased out of his international role." Hunter lost out to Ivester for President. Ivester is considered the heir apparent to Chair and CEO Roberto Goizueta (Cynthia Mitchell, ATLANTA CONSTITUTION, 1/11).
Even if the NHL saves its season, retailers and marketers are not certain they will be able to "resuscitate puck-related campaigns." Nye Lavalle, President of Sports Marketing Group, a company that counsels corporations on where to spend their marketing money: "This has been a near fatal blow. The NHL is on life support awhile after this. All the money's getting reshuffled, and hockey's left out of the equation." Lavalle said sponsors have found other areas to spend their money, such as figure skating. Retailers have also lost out on revenue, but some retailers claim NHL merchandise sales has continued to sell despite the work stoppage (Kathryn Hooper, FT. WORTH STAR TELEGRAM, 1/11). According to Bob Williams, President of Burns Sports which helps find marketable athletes for advertisers, "it will take time for hockey to jump back into the limelight," because of the lockout. According to some analysts, several NHL players stood to get more endorsements this season until the labor problems (Terry Armour, CHICAGO TRIBUNE, 1/11).
John Daly, who returned to the PGA Tour last week after a "voluntary" hiatus and improved his golf score each day at the Mercedes Championship, may be on the verge of returning to his sponsors' good graces. Both Wilson and Reebok suspended their endorsement contracts with Daly after his hiatus. But, thus far, Wilson is happy with Daly's behavior. Wilson spokesperson Mike Boylan: "Seeing he's taking a better attitude when he's not up front is refreshing. ... We're in a wait-and-see period. We're really happy with the way he's gotten himself in physical shape. His attitude seems terrific and his comments -- admitting it took him longer to grow up is refreshing -- are things we like to hear." Wilson and Reebok will wait before any decision on Daly (Don Cronin, USA TODAY, 1/11).
The Golf Channel announced it's three major charter sponsors: Nicklaus Golf Equipment, Titleist/Footjoy and Izod (THE DAILY)....R.J. Reynolds Tobacco Co. and its Winston cigarette brand have increased the Season Point fund by a half million dollars for its '95 NASCAR series. Winston has also added two midseason payouts for drivers leading the Winston Cup points standings (NASCAR/Winston).....Disneyland has raised its adult admission prices by $2, or 6.5%, bringing to $33 the cost of a ticket to the Magic Kingdom. The increase, which is twice the rate of inflation, is the second in the last nine months. Children's admission remains at $25 (CHICAGO TRIBUNE, 1/11).
According to a survey conducted by Morgan-Horan for the NFL, the league ranks at the top of the four major sports leagues as the most effectively marketed league and as providing the best sales support (The NFL).
MOST EFFECTIVELY MARKETED LEAGUE ON A SCALE OF 1-5
WHICH LEAGUE OFFERS BEST SALES SUPPORT?NFL Properties44%NBA Properties34MLB Properties13NHL Properties5