SBD/12/Sponsorships Advertising Marketing

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  • COCA-COLA'S SUPER BOWL PLANS IN DETAIL

         For the second year in a row, Coca-Cola will "pitch a giant
    tent near the Super Bowl, where it will throw an 'interactive'
    party for fans."  For five days in Miami starting January 26, the
    company will present "Touchdown Town," featuring NFL player
    appearances, live music and entertainment, games and attractions,
    a pin trading center and a nightly laser show.  This year's party
    is expected to draw 100-120,000.  According to Ben Deutsch,
    public relations manger for Coca-Cola's sports sponsorships and
    marketing, it will be the only Super Bowl-related activity to
    continue on the Monday after the game.  This will be the fourth
    year Coca-Cola has stayed out of the on-air ad "fray during the
    game."  Deutsch: "We've found that this is a better way to
    activate our sponsorship of the NFL.  It brings the event to the
    consumer in the most direct possible way."  The company also
    plans Round Two of "Coca-Cola Big TV" programming during Super
    Bowl weekend, this time teaming up with TNT.  Programming will
    kick off Friday night during TNT's NBA game.  Through the
    weekend, TNT will interrupt its programming hourly with news
    reports about the game.  Ad sponsorship for Coca-Cola Big TV,
    estimated at $100,000 each, are believed to be sold out, with
    Coke, Reebok and Frito Lay "taking prominent positions in the
    telecast" (Cynthia Mitchell, ATLANTA CONSTITUTION, 1/12).
         McDONALD'S:  Sources say that the two football fanatics
    featured in the company's Super Bowl ads will make several live
    appearances during the playoff games as well as the Super Bowl.
    McDonald's, however, has not yet decided whether to use the
    characters in Super Bowl spots which the company plans to use to
    launch a new tagline: "Have you had your break today" (Jeanne
    Whalen, AD AGE, 1/9 issue).
         AD WATCH:  USA TODAY began a "Super Bowl Ad Watch" column.
    Today, Dottie Enrico profiles the National Pork Producers' two
    30-second ads (USA TODAY, 1/12).
         HALF-TIME SHOW:  Singer Tony Bennett will headline the
    Frito-Lay Doritos halftime show.  The Raiders of the Lost Ark-
    inspired theme is being produced by Disney.  Sony is teaming up
    with Blockbuster Music and Video shows for a sweepstakes
    promotion tied to the halftime show featuring Bennett (Jeff
    Jensen, AD AGE, 1/9 issue).
    

    Print | Tags: Coca-Cola, McDonalds, NBA, NFL, Oakland Raiders, PepsiCo, Reebok, TBS/TNT, Walt Disney
  • DORNA'S ADTIME SIGNAGE ADDS THREE RIVERS TO ITS ROSTER

         Dorna USA's AdTime rotational signage system will be
    installed behind home plate at Three Rivers Stadium in Pittsburgh
    during '95.  The addition of Three Rivers brings the total number
    of MLB stadiums using AdTime to thirteen: nine AL, four NL.
    Dorna USA COO Jerry Cifarelli: "With thirteen Major League
    ballparks in place, AdTime offers baseball advertisers coverage
    through an extensive network that will deliver approximately 250
    million television households in 1995.  All told, AdTime will be
    seen in nearly 50% of all televised baseball games in 1995"
    (Dorna USA).
    

    Print | Tags: MLB
  • ESPN WANTS YOU AS A SPONSOR FOR A PRO LEAGUE

         ESPN is looking for advertisers to be the presenting sponsor
    of four different pro sports leagues -- Arena Football, National
    Professional Soccer, Major Indoor Lacrosse and Roller Hockey.
    The cost?  About $2M a year for which "sponsors will get a varied
    merchandising/promotional package, as well as commercial time on
    ESPN's coverage of the leagues."  ESPN Dir of Sponsorships and
    Business Development Paul Slagle:  "We're not just packaging them
    together to sell media time; it is everything from on-air to on-
    site exposure."  Putting a "single theme" on the four leagues
    will help all involved, according to Slagle.  "It will enable us
    to cross-promote the leagues, and to give them more personality
    and identity, and it should provide a continuity and a thread for
    advertisers."  ESPN will look first to the soft-drink and fast
    food companies, as the sports appeal primarily to a young male
    audience.  A presenting sponsor will get media spots,
    exclusivity, logos on uniforms, arena signage, and other benefits
    for the year round programming (COWLES BUSINESS MEDIA, 1/11).
    

    Print | Tags: ESPN, Walt Disney
  • THE PRICE IS HIGH TO PUT YOUR IRONS IN NICK'S HANDS

         The golf equipment industry is in a fierce competition to
    "secure the world's No. 1 player as a spokesman, salesman and
    walking billboard for its irons."  Nick Price, who previously was
    under contract with Ram, was "disappointed" both with Ram
    President Jim Hansberger's refusal to listen to him in matters of
    research and development, and his contract of only $150,000 a
    year plus $5,000 per victory.  Price: "I wanted to take [Ram] to
    the next level.  I went to him with extremely good ideas ... and
    they fell on deaf ears.  I don't want to be with a company like
    that."  Currently, Price is "weighing offers" from Cobra, Taylor
    Made, Maruman, Bridgestone, Pro Group.  In addition, little-known
    Atrigon Golf Company of Camarillo, CA has offered the star $2.5M
    plus 10% of the company, 1% international sales and "total
    freedom to redesign its irons."  Because it may take Price until
    June to make his decision, he may lose out.  Companies could balk
    because June "is too late in the season to start an advertising
    campaign and justify an enormous financial commitment" (Tim
    Rosaforte, SPORTS ILLUSTRATED, 1/16 issue).
    

    Print | Tags: Acushnet, Sports Illustrated, Time Warner
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