SBD/19/Sponsorships Advertising Marketing

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  • ESPN/CHILTON TRACKED ATTITUDES TOWARDS SPORTS THROUGH 1994

         Rich Luker, Exec Dir of the ESPN/Chilton Sports Poll,
    presented the results of their year-long survey of Americans'
    attitudes toward sports.  Over the course of 1994, 13,000 adults
    (avg. 250/week) were surveyed by phone.  The margin of error is
    no greater than 5% for any results.
         THE LEAGUES:  Interest in all four leagues is up at the end
    of the year, as compared to January '94.  NHL from 28% to 40%;
    NBA from 48% to 59%; MLB from 48% to 57%; and the NFL from 63% to
    76%.  Luker noted one break-down that should be of interest for
    the NBA:  The league faces a drop in fan support at the beginning
    of its season.  While interest was at 64% in November when the
    NBA season kicked off, it dropped to 59% in December.  Without
    research from other years for  comparison, Luker could not say
    whether this was a statistical "blip" or an emerging seasonal
    pattern.
         BASEBALL:  As for baseball, by December over 50% cared if
    the sport comes back, compared to 44% in September when the
    players went out.  Asked how long the strike would go, the number
    that said "through '95" rose steadily through the Fall peaking at
    47% in November.  But by December, the number was down to 41%.
    Similarly, the number of those who said they would boycott
    baseball peaked at 43% in November, dropping to 37% in December.
    However, of those boycotters, the number who said they would sit
    out the entire '95 season rose consistently to a top level of 92%
    in December.
         SOCCER:  The survey identified a 30% core of Americans
    interested in soccer, but Luker questioned whether the soccer
    community will be able to maintain interest into '96 when MLS is
    scheduled to kick off.
         SPONSORS:  The most mentioned sponsors:  Nike 27%, Anheuser-
    Busch 26%, GM 11%, Miller 8%, Reebok 7%, Starter 6%, Coke 6%,
    Champion 6%.  Nike showed strength among college football and
    basketball, while GM drew the most response from its golf
    presence (THE DAILY).
    

    Print | Tags: Anheuser Busch, Coca-Cola, ESPN, MLB, MLS, NBA, NFL, NHL, Nike, Reebok, Walt Disney
  • ISUZU RENEWS TITLE SPONSORSHIP OF CGA CHAMPIONSHIP

         American Isuzu Motors has extended it agreement with NBC
    Sports and the Celebrity Golf Association to continue as the
    title sponsor of the Isuzu Celebrity Golf Championship.  The
    event will be held July 7-9 in Lake Tahoe.  This is Isuzu's third
    year of sponsorship.  Past participants in the tournament include
    John Elway, Mario Lemeiux, Dan Quayle, Charles Barkley, Dan
    Marino and Lawrence Taylor.  Celebrity golfers qualify for the
    $400,000 in prize money by having a USGA-certified handicap of 10
    or under (NBC/Isuzu).
    

    Print | Tags: NBC, USGA
  • MARKETPLACE ROUND-UP

         Coors Brewing Co. set a new sales record for the 10th
    straight year in 1994.  20.3M barrels of malt beverages were sold
    during the year ending Dec. 25, up 2.7% over last year (DETROIT
    FREE PRESS, 1/17)....PepsiCo is launching a multimillion dollar
    "attempt" to break Coca-Cola's "dominance of international cola
    markets."  A series of TV ads in 30 countries will take a
    "humorous swipe at its rival."  The ads will test the laws of
    comparative advertising in some countries, including the UK where
    attempts to knock competitors' products have been governed by
    "stringent legislation" (FINANCIAL TIMES, 1/19).
    

    Print | Tags: Coca-Cola, PepsiCo
  • NFL RE-SIGNS TRUE VALUE FOR A 3-YEAR DEAL

         Cotter & Co., parent of True Value hardware, has a new 3-
    year promotional deal with the NFL.  The deal, which George
    Lazarus in the CHICAGO TRIBUNE estimates to be about $25M, allows
    True Value to become the official hardware store sponsor of the
    NFL.  As part of the package, True Value will have access to team
    logos for products and premiums.  True Value confirms that it
    still is negotiating with MLB for a promotion.  Meanwhile, True
    Value dropped its sponsorship of bowling (CHICAGO TRIBUNE, 1/19).
    

    Print | Tags: MLB, NFL
  • STUDIES FIND WOMEN UNDER- VALUED AS SPORTS MARKETING TARGETS

         Three studies conducted by American Sports Data Inc. (ASD),
    a Westchester, N.Y. firm specializing in sports and leisure, show
    that women "are extremely under-rated as a marketing target in
    the world of sports."  The studies found that Women represent a
    high percentage of sports viewers, participants and potential
    consumers.
         RESULTS:  A study of 2,410 Americans on sports viewership
    revealed that two out of every five network viewers of pro
    football, basketball, and baseball are women.  Women viewership
    increased in most sports, even "decidedly male" sports like
    boxing.  However, since 1990, women have lost "some interest" in
    professional tennis, auto racing, and wrestling.  Research also
    shows women have an extremely high awareness of sporting goods
    brands, underscoring "their importance as potential product
    buyers."  Women are "just as likely as men to recognize ... male
    oriented" brands such as Converse, and Wilson.  ASD President
    Harvey Lauer said the research shows that "women are the key
    sporting goods shoppers for children."  Harvey said the marketing
    implications of the study show networks should strive for a more
    balanced mix of gender-specific advertising, and manufacturers
    need a "sharper technical focus on sporting goods and equipment
    made to accommodate the needs of women" (American Sports
    Data/Sports Media Index Report).
    SPORT TOTAL VIEWERSHIP % FEMALE
    Pro Basketball
    57,808,000
    43.1
    Major League Baseball
    67,851,000
    42.9
    Pro Football
    91,535,000
    41.4
    College Football
    65,715,000
    39.7
    Pro Tennis
    23,641,000
    39.0
    College Basketball
    49,254,000
    38.8
    Pro Boxing
    25,503,000
    38.1
    Pro Soccer
    6,264,000
    36.8
    Pro Hockey
    19,341,000
    34.9
    Outdoor Shows
    24,682,000
    34.4
    Pro Golf
    33,067,000
    31.5
    Fishing Shows
    18,486,000
    31.0
    Pro Wrestling
    16,563,000
    28.1
    Auto Racing
    25,715,000
    27.8

    Print | Tags: Converse, Wilson Sporting Goods
  • SUPER BOWL NEWS & NOTES

         If the Super Bowl is a blowout by halftime, ABC could be
    looking at "massive 'give backs,'" according to Neal Travis of
    the N.Y. POST.  Officially, there is no guaranteed rating for the
    Super Bowl, but according to a source at ABC: "We would obviously
    want to stay on side with the kind of advertiser who is willing
    to spend $1 million for 30 seconds of air time. ... Advertisers
    in the second half, who will have paid exactly the same as those
    in the first, will feel entitled to some relief, like free make-
    good commercials at later dates" (N.Y. POST, 1/19)....In this
    morning's USA TODAY, Bruce Horovitz & Dottie Enrico note: "To
    sports marketers, next week's Super Bowl looks like a dud, as do
    most of its players."  While 49ers Steve Young and Deion Sanders
    are expected to pick up a few more endorsements, the Chargers
    "have little to offer in the way of sure-shot pitchmen."  Dave
    Burns of Burns Sports Celebrity Service notes that jockeying by
    sponsors for the game's potential stars is at an "all-time low."
    Chargers QB Stan Humphries and linebacker Junior Seau "are not
    expected to garner much sponsor interest," even if the Chargers
    win.  Nova Lanktree of Lanktree Sports Celebrity Service, on
    Steve Young: "He's like Al Gore -- competent, attractive but a
    little inaccessible for advertisers" (USA TODAY, 1/19).
         MIAMI VICE:  The NFL and NFLP took out a full-page ad in USA
    TODAY warning consumers of fake Super Bowl merchandise (USA
    TODAY, 1/19)....NFL Communications Dir Greg Aiello issued a
    warning to any players who associate themselves in any
    promotional activity with a Super Bowl cruise next week that will
    feature gambling, a nude limbo contest, a pool full of gelatin
    and 200 naked show girls.  The cruise, being organized by "nude
    bar magnate" Michael Peter, claims that 50 current and former
    football stars will participate (MIAMI HERALD, 1/19).
    

    Print | Tags: ABC, NFL, San Diego Chargers, San Francisco 49ers, Walt Disney
  • TOP SPORTS EXECS MEET FOR SECOND AND FINAL DAY IN NEW YORK

         The 17th International Sport Summit closed business after a
    second successful day.  Wednesday's keynoters were USOC Interim
    Exec Dir JOHN KRIMSKY, 1995 Special Olympics Organizing Committee
    President TIM SHRIVER, White Sox Vice Chair EDDIE EINHORN, and
    ESPN/Chilton Sports Poll Exec Dir RICHARD LUKER.  Topics
    discussed at the afternoon sessions included:  Tennis at the
    Crossroads, Sports Finance, and How Agencies Can Help Market to
    Sponsors.  Highlights follow:
         JOHN KRIMSKY said that, through the efforts of the USOC, 90%
    of U.S. Olympic athletes train without cost.  While Krimsky said
    that Americans "have become stockholders in their Olympic team,"
    he added:  "If there are no sponsors, there are no games as we
    know them."
         TIM SHRIVER said the Special Olympics World Games "will be
    the largest sports event in the world in 1995."  Shriver:  "We
    want to be the L.A. of the Special Olympics movement."
         EDDIE EINHORN:  "Sports in this country have grown too fast
    -- and not given most time to grow with it.  Now we're catching
    up."  While admitting that baseball has made big mistakes in the
    past, Einhorn declared the sport  "healthy" and predicted that
    The Baseball Network would survive.
         TOM HYLAND, a partner at Coopers & Lybrand, discussed the
    economics of sports and the relationship between profitability
    and franchise value.  He noted that media contracts are the key
    factor differentiating the franchise values among the leagues,
    while stadium and venue situations are the key in differentiating
    franchise values among the various teams within each league.  As
    for profit vs. value, he said, "There is not much relationship."
    According to Hyland, teams are sold on the basis of revenues, not
    profit.   DAVE CHECKETTS, President of MSG and the Knicks,
    outlined a simple model of the sports economy:  Live events drive
    the broadcast business, which in turn, helps drive the properties
    business.  Asked about the source of future revenues, Checketts
    cited the international market, but noted that it will be a
    greater opportunity for TV and licensing than for live events --
    although some live events will be staged overseas to help boost
    those other entities.
         RICH McNERNEY, ATP Dir of Marketing/America, noted that
    participation is down in tennis, but said that a combined
    approach of a "strong professional game" and grassroots programs
    aimed at kids can help bring the sport back.
         HARLAN STONE, Senior VP of Marketing and Sales at Advantage
    International, presented his ways an agency can help a sponsor
    develop a successful program, including:  No ad hoc decisions;
    encourage clients to include research in any program; think long-
    term; disclose any conflicts; know about the client's business; a
    "C idea" with "A+ execution" is better than the other way around;
    get the client to understand that sports is a "no rules" business
    and that their regular rules and practices may not apply.
         DOUGLAS PIRNIE, Dir of Marketing at IMG, stressed that,
    despite what they might say, the client's first priority is to
    "sell more stuff."  While noting that there is "no rate card" in
    the sports business, Pirnie did say that IMG uses a system to
    evaluate sponsorships before the client enters into any deal.
         ALEX NIEROTH, Managing Dir/Exec VP of Clarion Performance
    Properties, noted the increasing influence of corporations in the
    sports world.  But with the trend towards downsizing in corporate
    America, many companies are looking outside their ranks to
    agencies to develop sports sponsorships.  What can agencies bring
    to the table?  Identification of sponsorship opportunities,
    expertise in the field, objectivity, the strategies and tactics
    to get results from a particular concept, as well as creativity,
    event execution and P.R. capabilities (THE DAILY).
    

    Print | Tags: ATP, Cablevision, Chicago White Sox, ESPN, IMG, Madison Square Garden, New York Knicks, USOC, Walt Disney
  • WINTER SKI REPORT -- NORTHEAST STRUGGLES AS SNOWBOARDS SURGE

         Ski resorts from "Canada to Connecticut are suffering warm
    weather meltdowns that have left many of New England's best
    slopes speckled with green grass," according to a report in the
    BOSTON GLOBE.  As of early this week, 35 of the 69 ski areas in
    the New England Ski Areas Council were listed as closed.  Areas
    that remained open this week "were mostly those that had invested
    heavily in snowmaking equipment" (Ackerman & Arnold, BOSTON
    GLOBE, 1/18).
         SNOWBOARD REPORT: Michael Farber reports on snowboarding in
    the current issue of SPORTS ILLUSTRATED.  Snowboarding is "the
    new craze at America's winter playgrounds," and the National
    Sporting Goods Association estimates that by the year 2000, there
    will be close to four million snowboarders.  Farber writes that
    not "only has a new sport and culture emerged, but also a new
    industry" (Michael Farber, SPORTS ILLUSTRATED, 1/23 issue).
    

    Print | Tags: Sports Illustrated, Time Warner
  • WRIGLEY FIELD SIGNS UP OGDEN FOR CONCESSIONS

         Ogden Corp. announced that its Entertainment Services
    division has been awarded a 5-year contract to provide food and
    beverage and merchandise services for Wrigley Field.  Ogden will
    also manage the Cubs' mail order business and mall stores outside
    the park (Ogden).
    

    Print | Tags: Chicago Cubs
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