SBD/23/Sponsorships Advertising Marketing

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  • DNA TESTING COMING TO THE MEMORABILIA MARKET?

         In a way to prevent counterfeits of its celluloid images,
    the Hanna-Barbera Co. is "employing the very latest in
    biotechnology."  After taking hair from 83-year-old co-founder
    Joseph Barbera, a process called polymerase is used to isolate a
    fragment of Barbera's DNA -- and then copy it a million times.
    The copies are mixed into a special ink used for Barbera's
    signature and a special seal which go on the numbered cels.  A
    hand-held scanner can then read the genetically-encoded ink to
    verify the signature and authenticity of the product.  Hanna-
    Barbera's partner in the project, Art Guard International, "has
    big plans" for the technology.  While Art Guard President Charles
    Butland makes no specific mention of sports memorabilia, he says
    the process "could protect items ranging from paintings to coins
    to credit and I.D. cards" (BUSINESS WEEK, 1/30 issue).
    

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  • FOLLOWING THE PACK: THE MEDIA'S WHO, WHAT AND WHERE

         The following shows will be broadcasting from Miami during
    Super Bowl week:
         MONDAY-FRIDAY: ESPN's "Up Close" with Chris Myers;  CNN's
    "Calling All Sports."  WEDNESDAY-SUNDAY: ESPN's "SportsCenter"
    Super Bowl updates.  THURSDAY: HBO's "Inside The NFL"; ABC's "The
    NFL At 75: An All-Star Celebration."  FRIDAY: TNT's "Super Bowl
    Insider"; "NewSport Talk"; ESPN's "Edge NFL Matchup."  SATURDAY:
    ESPN's "NFL Prime Monday"; TNT's "Super Bowl Awards Show."
    SUNDAY: CNN's "NFL Preview"; ESPN's "NFL Gameday"; TNT's "Super
    Bowl Tailgate Party"; ABC's pregame (Barry Jackson, MIAMI HERALD,
    1/22).
    

    Print | Tags: ABC, ESPN, HBO, NFL, TBS/TNT, Time Warner, Walt Disney
  • L.A. GEAR TO HIT THE STREETS WITH HOCKEY GEAR

         L.A. Gear "will follow Nike into the booming street hockey
    category by launching a line of street hockey sneakers and
    apparel next year.  It isn't clear what L.A. Gear will do to
    support the roll-out since the company is still finalizing
    product design plans, and is now looking for a new VP-marketing,"
    since Rob Apatoff announced his resignation to join U.S.
    Healthcare (AD AGE, 1/23 issue).
    

    Print | Tags: Nike
  • MARKETPLACE ROUND-UP

         IBM is expected to post strong 4th Quarter earnings and post
    its first annual profit since '90 (BLOOMBERG BUSINESS
    NEWS/ATLANTA CONSTITUTION, 1/23)....Snake Eyes Golf Clubs have
    reached agreement with nine PGA Tour pros to form the company's
    inaugural "Snake Eyes Tour Staff" -- Doug Tewell, Mark Carnevale,
    Clark Dennis, Todd Barranger, Robert Dickson, Jim Hallett, Mark
    Hayes, Bill Kratzert and Leonard Thompson (Pinnacle
    Enterprises)....The Islanders are introducing a new mascot --
    described as "a guy in an Islanders uniform."  Islanders VP for
    Communications Pat Calabria, on what symbolizes Long Island:  "I
    always joked that it's somebody stepping into a Lexus with a
    Bloomingdale's bag" (N.Y. TIMES, 1/22)....Electronic Arts
    announced its 3rd quarter revenues increased 45% over the same
    period from last year.  Top selling titles:  Madden Football '95
    and NBA Live '95 for Sega Genesis and Super NES; NHL '95 on Super
    NES; PGA Tour III on Sega; and FIFA International Soccer on the
    3DO Multiplayer (EA).
         FROM TODAY'S WALL STREET JOURNAL:  James Miller examines the
    "oddball arms race" in the bowling ball industry....Tom Dunkel
    covers the emergence of commercialism in the disabled-sports
    market (WALL STREET JOURNAL, 1/23).
    

    Print | Tags: Acushnet, IBM, NBA, New York Islanders, NHL, PGA Tour
  • PIONEER TO MAKE BIG PUSH BEFORE SUPER BOWL FOR TV SALES

         Pioneer is teaming up with NBC Sports' Ahmad Rashad for a
    two-week radio campaign backing its CinemaWide big screen TVs.
    "The Super Bowl does more than hype TV ratings, it spurs sales of
    big-screen TVs."  Around $500,000 in radio ads in the top 12
    markets will support the Pioneer campaign, which includes an NFL
    licensed jacket with every big screen TV purchase (BRANDWEEK,
    1/23).
    

    Print | Tags: NBC, NFL
  • REEBOK IS REPORTEDLY IN TALKS WITH MLBPA ABOUT PLAYERS' TOUR

         "Reebok is in talks with" the MLBPA about staging a
    "renegade" players' tour that would occur this summer if the
    strike continues, according to Eric Holreiser in this week's
    issue of BRANDWEEK.  Reebok's offer is reported to be worth up to
    $25M, focusing on the top 100 players, "and would further its
    overall plans to intertwine its brand with the very nature of
    sports" (BRANDWEEK, 1/23 issue).
         OTHER NEWS:  Reebok also announced that it would shift $75M
    in national advertising to its regional efforts.  In a move
    similar to Nike's recent "Iceman Cooketh" campaign -- featuring
    regional NBA stars -- Reebok will tie in a "Backyard" campaign
    this spring with Frank Thomas.  "The Big Hurt's Backyard" will be
    shown in the greater Chicago area.  Other local buys will feature
    John Elway and Shaquille O'Neal in their yards (Eric Hollreiser,
    BRANDWEEK, 1/23).
    

    Print | Tags: NBA, Nike, Reebok
  • SPRITE IS THE LATEST TO SIGN GRANT HILL AS ENDORSER

         Coca-Cola Co. has signed NBA rookie Grant Hill to serve as
    the centerpiece of its Sprite brand's NBA sponsorship.  Hill will
    star in a global campaign, continuing agency Lowe & Partners'
    "Obey Your Thirst" theme.  The first ads featuring Hill will
    begin during the NBA All-Star weekend in Phoenix.  Coca-Cola
    joins GMC Trucks, SkyBox, Wilson and Schick as companies which
    have hired Hill as an endorser.  According to Tom George,
    VP/Athlete Marketing at Advantage Int'l, Hill's ad exposure for
    the first half of '95 may be close to $20M (Matthew Grimm,
    BRANDWEEK, 1/23 issue).
         OTHER BEVERAGE NEWS:  Britain's Cadbury Schweppes is close
    to announcing a $1.3B agreement to acquire Dr Pepper/ Seven Up
    Cos.  Cadbury already owns 26% of the company, and reportedly
    will pay $33-$34 a share for the remaining 74%.  After the
    purchase, Cadbury would hold about 17% of the U.S. soft drink
    market (WALL STREET JOURNAL, 1/23)....Everfresh Beverages, an IL-
    based company, will sell $.99 Everfresh fruit drinks from 12
    ounce glass flasks starting in April (Becky Beyers, USA TODAY,
    1/23).
    

    Print | Tags: Coca-Cola, Dr Pepper/7UP, General Motors, NBA, Wilson Sporting Goods
  • SUPER BOWL WEEK NEWS & NOTES

         Today's "Super Bowl Ad Watch" feature in USA TODAY is the
    Lincoln Continental.  Lincoln-Mercury's 30-second spot, produced
    by Young & Rubicam and set to run in the 2nd quarter, will
    feature the tag-line:  "The perfect balance of luxury and
    technology" (USA TODAY, 1/23)....The MIAMI HERALD's Ken Rodriguez
    calls the "World's Largest Super Bowl Party," perhaps, "the
    hottest place to be."  The party runs Thursday through Sunday at
    the Broward County Convention Center (MIAMI HERALD, 1/22).
    

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  • SURVEY OF AMERICAN ADVERTISING FEDERATION ON THE GAME

         In an exclusive American Advertising Federation/AD AGE Fax
    poll conducted January 12-18, 63% of the 301 members who
    responded said as marketing pros, "putting special emphasis on
    the Super Bowl is wise."  But only 18% said they have bought a
    product or used a service because they saw it advertised during
    the Super Bowl.  The top products named by those who said they
    were influenced were Apple, Master Lock and Nike (AD AGE, 1/23
    issue).
    

    Print | Tags: Nike
  • THE SELLING OF ALL SHAQ, ALL THE TIME

         Coinciding with the launch of a new Reebok ad, Shaquille
    O'Neal was the focus of two TV profiles.  First ESPN's "Cover
    Story" profiled Shaq and Magic teammate Anfernee Hardaway,
    calling them the "Kareem and Magic" of the '90s ("SportsCenter,"
    1/20).  On Saturday, "NBA Inside Stuff" profiled the new Reebok
    ad which features 10 Shaqs playing each other in a game ("NBA
    Inside Stuff," 1/21).  The new ad debuted yesterday during NBC's
    coverage of the Magic-Suns game.  It features state-of-the-art
    technology that allows Shaq's face to be placed on the shoulders
    of body doubles.  The campaign supports the retail introduction
    this month of Reebok's "Shaq Attaq IV" shoe.  O'Neal's agent,
    Leonard Armato:  "This commercial demonstrates Shaq's growing
    versatility as a basketball player and multi-media star"
    (Reebok/Ketchum PR).
    

    Print | Tags: ESPN, NBA, NBC, Orlando Magic, Phoenix Suns, RDV Sports, Reebok, Walt Disney
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