SBD/11/Sponsorships Advertising Marketing

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  • COCA-COLA IS RE-ORGANIZING ITS INT'l OPERATIONS

         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).
    

    Print | Tags: Coca-Cola
  • HOCKEY MARKETING ON LIFE SUPPORT

         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).
    

    Print | Tags: NHL
  • IF DALY KEEPS UP GOOD BEHAVIOR, WILSON/REEBOK WILL BE BACK

         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).
    

    Print | Tags: DaimlerChrysler, PGA Tour, Reebok, Wilson Sporting Goods
  • MARKETPLACE ROUNDUP

         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).
    

    Print | Tags: Acushnet, NASCAR, Orlando Magic, R J Reynolds, RDV Sports
  • NFL SURVEY FINDS THE LEAGUE TOP AMONG RETAILERS

         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
    (1=INEFFECTIVE, 5=EFFECTIVE):
    NFL
    4.01
    NBA
    3.98
    MLB
    3.44
    NHL
    2.41

    WHICH LEAGUE OFFERS BEST SALES SUPPORT?
    NFL Properties
    44%
    NBA Properties
    34
    MLB Properties
    13
    NHL Properties
    5

    Print | Tags: MLB, NBA, NFL, NHL
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