SBD/18/Sponsorships Advertising Marketing

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  • A LOOK AT THE "NFL EXPERIENCE"

         In this week's AD AGE, Jeff Jensen profiles "NFL
    Experience," one of the league's promotional tools.  Jensen notes
    that it is "ideally tailored for product sampling, brand exposure
    and promotional sales pitches."  For the Super Bowl, the park
    will spread 750,000 square feet of the parking lot at Joe Robbie
    Stadium.  The attraction will operate from January 26-29.  The
    park has 75 NFL players and more than 50 corporate-sponsored
    exhibits, attractions and interactive games.  Title sponsors
    Coca-Cola and American Express are paying close to a $1M each for
    vast, "highly integrated involvements."  Classic Games, Foot
    Locker, Miller Lite and Frito Lay's Wavy Lays are associate
    sponsors.  Jensen notes that Coca-Cola will use the "NFL
    Experience" as a "key weapon" in its Super Bowl themed
    advertising "assault" (AD AGE, 1/16 issue).  Coca-Cola is
    sponsoring "Coca-Cola Big TV."  Aired during the 25 hours of
    Coca-Cola's Super Bowl Weekend on TNT, the company will sponsor
    hourly updates from South FL.  The live and taped remotes will
    feature different Super Bowl related-events and behind-the-scenes
    footage of Miami sights (Coca-Cola).
    

    Print | Tags: American Express, Coca-Cola, NFL, PepsiCo, TBS/TNT
  • HIGHLIGHTS FROM ANNUAL MEETING OF TOP SPORTS EXECS

         The 17th International Sport Summit continues today in New
    York after a successful opening day.  Today's keynote speeches
    will be delivered by USOC Exec Dir JOHN KRIMSKY, Olympic gold
    medalist MEL STEWART, 1996 Special Olympics Organizing Committee
    President TIM SHRIVER, White Sox Vice Chair EDDIE EINHORN, and
    ESPN/Chilton Poll Exec Dir RICHARD LUKER.  (For highlights from
    yesterday's keynotes, see "Center Court" on the front page.)
         THE AFTERNOON SESSIONS:  Following the keynotes, Summit
    participants split up into smaller groups to discuss in depth
    such issues as:  Sports P.R. Spin, TV & Rights Fees, Sports as
    Special Events, Licensing, How to Create a Bid to Gain a
    Franchise, Emerging Sports/In-Line Roller Hockey, and The Player
    as an Icon.  Highlights follow:
         NEIL PILSON, CBS Broadcast Group Senior VP, said that Rupert
    Murdoch and Fox have forced the networks to take a different view
    toward their sports properties, with a focus now on "protecting
    their franchises" and returning to an acceptance of sports as
    "loss leader."  Pilson sees several "tests" for the networks in
    the coming year: Sydney 2000 (with negotiations possible before
    Atlanta '96), MLB (with the future of The Baseball Network in
    doubt), and the NFL (with NBC facing an AFC that has increased in
    value).
         BILL TORREY, Panthers President, addressed NHL expansion
    efforts, saying:  "There is no longer any limit to where a
    franchise can go."  Noting that the NHL has broken out of the
    mold of a typical NHL city, Torrey said the key for a successful
    hockey city is the franchise's "financial resources."  He
    outlined the following necessities in today's market:  An 18,000-
    seat arena with premium seating, and revenues from luxury boxes,
    in-arena advertising, parking and concessions all going to the
    team.
         LOU PITONTI, Merchandise Manager for Jeep/Eagle, said his
    group is looking to consolidate into a "special events group,"
    including media buying, in an effort to get "out of the stone
    age."  He addressed the differences between title partnerships
    and simple sponsorship, taking the view that the access to all
    financial info from an event, the ability to coordinate brand
    goals and the potential for a percentage of sales makes a
    partnership more attractive.
         MAX MUHLEMAN, President of the Muhleman Group, outlined his
    group's successful pitch on behalf of the Panthers' NFL expansion
    bid, relating how they defined a market in new terms:  An "area
    of reasonable influence."
         JERRY SOLOMON, ProServ President, made the case for athlete-
    created events noting the risk to sponsors if an event is not
    seen as credible.
         ROB APATOFF, L.A. Gear VP for Marketing:  "When doing a deal
    with a player, look at the player as a business partner, not a
    locker room buddy."
         DENNIS MURPHY, Roller Hockey Int'l President, said sales of
    in-line hockey equipment are on pace with ice hockey, and by
    2000, will pass ice hockey.  Murphy called roller hockey "the
    sport of the decade."
         JOSEPH MIREAULT, President of the National In-Line Hockey
    Association, called in-line an "equipment-intensive" industry,
    with manufacturers the driving influence.  He also noted the
    strong bonds being developed between young in-line skaters and
    retailers.
         DAVID FALK, President of F.A.M.E:  "Athletes that might not
    be the best performers are often the best endorsers."
         FRANK VUONO, President/CEO of Integrated Sports
    International, on the licensing world:  "There is a trend toward
    consolidation. The NFL is eliminating a hundred licensees;
    baseball and hockey labor problems have forced retailers into
    other businesses; and acquisitions and mergers by Fruit of the
    Loom, VF, Tultex, Sara Lee and Russell -- along with aggressive
    moves by Nike, Reebok, Starter and Apex -- creates a battle of
    dinosaurs."
         TODAY ... AND BEYOND:   Today's sessions include Ambush
    Marketing, Sports Finance, Tennis At The Crossroads, Agency
    Marketing, Evaluating TV in a Sponsorship Package and Women's
    Sports as a TV Vehicle.  The 18th Int'l Sport Summit will be held
    February 1-2, 1996 in Atlanta.
    

    Print | Tags: CBS, Chicago White Sox, DaimlerChrysler, ESPN, MLB, NBC, News Corp./Fox, NFL, NHL, Nike, Reebok, Sara Lee, USOC, Viacom, Walt Disney
  • MARKETPLACE ROUND-UP

         A sidebar report in this week's issue of NEWSWEEK notes the
    new fashion among college basketball players:  cut-off sleeveless
    T-shirts under their uniform jerseys (NEWSWEEK, 1/23
    issue)....Lee Liu & Tong Advertising & Marketing has been
    retained as exclusive marketing agent for the 43rd World Table
    Tennis Championships to be held in China.  This marks the first
    world title match in China in more than 30 years.  As exclusive
    agent, Lee Liu & Tong retains worldwide marketing rights and the
    terrestrial China rights for broadcasting.  ESPN will cover the
    event in 86 countries (Lapin East/West).....Porsche has signed
    Mario Andretti to its lineup to drive for the Porsche factory
    team in the '95 edition of the IMSA Rolex 24 at Daytona sports
    car endurance race on February 4-5 (Porsche)....At the opening
    meeting of the HealthSouth Sports Medicine Council, Bo Jackson
    will help kick off a program designed to help kids prevent
    injuries while playing sports (HealthSouth).... Two new Reebok TV
    ads that will debut on NBC's Sunday NBA broadcast will feature
    Shaquille O'Neal playing every position on two basketball teams
    (USA TODAY, 1/18).
    

    Print | Tags: ESPN, NBA, NBC, Reebok, Walt Disney
  • MORE FROM THE ROAD TO MIAMI: ONLY 12 MORE DAYS

         According to INSIDE MEDIA, ABC has sold a record $75M worth
    of ads for the game.  Thirty second ads were sold for $1M to
    $1.2M each (INSIDE MEDIA, 1/17 issue)....49ers QB Steve Young was
    spotted wearing a "Say Ow" pullover from Junior Seau's clothing
    line.  Young: "Hey, if it's free, it's for me" (MIAMI HERALD,
    1/17)....In Miami, Anne Moncreiff Arrarte notes that many
    companies are including Joe Robbie Stadium in their ads -- even
    those that are not advertising during the game.  JRS VP/GM Glenn
    Mon: "We're always looking to book future events here outside of
    football and baseball.  These ads let us use the stadium instead
    of leaving it empty and keep us top of mind" (MIAMI HERALD,
    1/17)....TV syndicator GGP, with 190 TV stations on its roster,
    will provide clearances for advertisers reaching 95% of the
    nation on its sold-out "Miller Lite Super Bowl Special with Dan
    Dierdorf."  In addition to Miller Lite, which has four spots,
    DirecTV (three), MCI (two), SmithKline Beecham (two), KFC (one)
    and Soloflex (one) all have bought time on the one-hour program.
    It will air during a broadcast window extending from January 27
    through Super Bowl Sunday.  GGP President Bob Horowitz: "Most
    stations are running the program in access on Friday and
    Saturday, but some are using it as a lead-in to ABC's [pre-game]
    coverage" (COWLES BUSINESS MEDIA, 1/16).... The following will
    appear during the Doritos Super Bowl Halftime Extravaganza, which
    will be produced by Disney:  Patti LaBelle, Tony Bennett, the
    Miami Sound Machine and trumpeter Arturo Sandoval (Super Bowl
    XXIX)....Wednesday's "Super Bowl Ad Watch" in USA TODAY features
    Bud Bowl.  Anheuser-Busch has bought one 60-second ad, which is
    down from previous years when the Bud Bowl ads aired throughout
    the games (USA TODAY, 1/18).
    

    Print | Tags: ABC, Anheuser Busch, DirecTV, San Francisco 49ers, Walt Disney
  • NBA AND IBM AGREE TO LONG- TERM PARTNERSHIP

         The NBA & IBM announced a multi-year extension of their
    partnership, making IBM the "Official Computer Technology
    Manufacturer" and the "Official Scoring System" of the NBA.  IBM
    joins Coca-Cola Co. and McDonald's as global partners of the NBA.
    IBM will make what the league calls a "significant media
    commitment" on NBC and TNT telecasts -- the first time IBM will
    advertise throughout the entire NBA season.  The multi-tiered
    agreement also provides hardware and systems for use by the NBA
    and its teams, as well sponsorship of the NBA/IBM Coach of the
    Month/Year.  IBM is also developing NBA GameStats, a new in-arena
    scoring system, which will allow all 27 NBA arenas to be on-line
    -- providing media, coaches and the league with instant data
    (NBA/IBM).
         MILLER AND THE NBA:  Miller Brewing officials announced
    yesterday that Miller Genuine Draft will be the presenting
    sponsor of MTV's NBA All-Star Bash taking place during the NBA's
    All-Star Weekend in Phoenix, February 9-12 (Miller).
    

    Print | Tags: Coca-Cola, IBM, McDonalds, NBA, NBC, TBS/TNT
  • RAWLINGS CLAIMS BASEBALL HELPED EARNINGS IN LATE '94

         Rawlings Sporting Goods said Tuesday that earnings for its
    fiscal first quarter, which ended November 30, jumped 142%.  The
    company attributed the gain to its baseball-products business.
    Rawlings makes baseballs and other equipment for MLB.  Sales on
    equipment rose 11% (ST. LOUIS POST-DISPATCH, 1/18).  Those sales
    figures include the highly publicized '94 World Series balls that
    according to company officials have been selling very well.
    

    Print | Tags: MLB
  • SKYBOX INT'l SIGNS MULTI- YEAR DEAL WITH GRANT HILL

         SkyBox Int'l announced the signing of NBA rookie Grant Hill
    to a multi-year endorsement contract.  The deal allows SkyBox to
    feature in advertising, packaging and promotions for its NBA
    products.  The company will also offer exclusive subsets and
    autographed cards of Hill (SkyBox).
    

    Print | Tags: NBA
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