SBD/24/Sponsorships Advertising Marketing

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  • AND NOW THIS FROM THE SPONSORS ....

         This year, with no Olympics or World Series to attract "vast
    sports-oriented audiences, the importance of the Super Bowl to
    advertisers is only magnified," according to Joe Logan in this
    morning's PHILADELPHIA INQUIRER.  Logan profiles Nike's "Stanley
    Craver" ads and notes that Nike is one of the big spenders for
    the game.  Nike VP/Public Relations Keith Peters on the ad
    campaign: "Stanley [Dennis Hopper] will address the nation about
    how much he loves football.  It's not a product ad.  It's a
    brand, imaging ad" (PHILADELPHIA INQUIRER, 1/24).  An editorial
    in this week's ADVERTISING AGE addresses a possible blowout:
    "Sure, the NFL and the game advertisers would like a close
    contest between two big-city teams each year, but the mega-bucks
    marketing and promotion has institutionalized the weekend.  We
    should in fact be thankful that marketing will preserve the
    weekend, regardless of the point spread" (AD AGE, 1/23).    OTHER
    NEWS:  Frito-Lay plans on running an a Doritos ad with Mario
    Cuomo likely to make a cameo -- similar to one last year by Dan
    Quayle.  PepsiCo, Frito-Lay's parent, and Cuomo will not comment
    on the report.  Cuomo: "That will be clarified soon because
    you'll have a Super Bowl soon" (N.Y. POST, 1/24). ....USA TODAY's
    Super Bowl Ad Watch features FedEx which has bought two :30 ads
    with the tagline: "Our most important package is yours" (USA
    TODAY, 1/24).
         GAME-RELATED PROMOTIONS:  Atlantic Beverage Co. announced
    its Flying Fruit Fantasy Fruitshake program has been selected by
    Fine Host Corp., the food service provider for JRS, for
    installation at the stadium.  The Fruitshake will make its debut
    during the Super Bowl (Atlantic Bev.)... Guests of the Doubletree
    Hotels in San Diego and San Francisco will be eligible for
    special discounts if they stay over Super Bowl weekend.  Guests
    in the winning Super Bowl city will receive an extra discount
    (Doubletree).
    

    Print | Tags: FedEx, NFL, Nike, PepsiCo
  • CALLAWAY GIVES ALDILA THE SHAFT

         "Shares of golf-equipment suppliers were in the rough Monday
    after Aldila Inc. announced that this year's earnings likely will
    fall below last year's levels."  The news knocked its stock down
    51%.  Aldila attributed the expected decline in revenue and
    earnings to Callaway Golf Co.'s decision to start buying golf
    club shafts from a wide base of companies.  San Diego-based
    Aldila is the largest supplier of graphite shafts to Callaway.
    Aldila said 66% of its revenue last year came from supplying
    Callaway.  The other large maker of clubs, Cobra Golf Inc.,
    manufactures its own shafts.  But "many investors mistakenly took
    Aldila's announcement as a sign that Callaway's business also
    would be down this year."  Callaway's stock dropped nearly 3%
    (DOW JONES/ST. LOUIS POST-DISPATCH, 1/24)
         OTHER GOLF NEWS:  Cobra announced that it has received two
    individual patents for the cosmetic design and functionality of
    all product categories of Cobra's oversize iron heads
    (Cobra)....Gamemaker T-HQ announced that the company will publish
    "PGA Tour Golf III" for Nintendo and Sega game systems (T-
    HQ)....Renaissance Golf Products Chair Miles Doody announced that
    Fila Golf will introduce several new products at the '95 PGA
    Merchandise Show in Orlando, on January 27-30 (Renaissance).
    

    Print | Tags: Callaway Golf, Fila USA, Acushnet, PGA Tour
  • CHRYSLER REORGANIZING SPORTS DEPT; WANTS TO CREATE EVENTS

         Chrysler Corp. may soon "complement its independent media
    buying unit Pentacom with a stand-alone special events group
    handling event and sports marketing for the Chrysler/Plymouth,
    Dodge and Jeep/Eagle divisions," according to a report by Jeff
    Jensen in this week's AD AGE. Separately, a Jeep sports marketing
    exec last weekend was expected to "pitch a cadre of marketers" --
     including AT&T, IBM, Reebok and Visa -- about joining Chrysler
    in forming a syndicate to create "made-for-TV sports events."
    The group would also consider buying complete sponsorship rights
    and TV time offered by existing sports properties "that satisfy
    their marketing objectives."  The proposed special events unit
    would handle those programs for all divisions and buy media for
    those events.  "Such consolidation would lead to greater
    efficiency in the implementation of programs and more cross-
    promotion between divisions," writes Jensen.  It is not clear
    whether this new division would be part of the company itself,
    i.e. Anheuser-Busch's Busch media, or be a separate entity.
    Different events that would be created could be similar to the
    current "Jeep King of the Mountain Downhill Series" of skiing
    events (AD AGE, 1/23).
    

    Print | Tags: Anheuser Busch, ATT, DaimlerChrysler, IBM, Reebok, Visa
  • DEION LEAVING FRISCO? SEGA GIVES HIM INCENTIVE TO STAY

         Today's MIAMI HERALD is reporting that Deion Sanders might
    retire from football if the 49ers win.  Sanders has confided to
    at least two friends that getting a Super Bowl ring "will leave
    him nothing left to accomplish in football."  Sanders' mother is
    reportedly trying to convince him to play one more season -- with
    the Dolphins (Dan Le Batard, MIAMI HERALD, 1/24).  Sega's new
    contract with Sanders to develop a new video football game and be
    a spokesperson for the company "has just become more lucrative"
    for Sanders -- if he stays with the 49ers.  People familiar with
    the deal say that Sanders will get "substantially more money
    overall if he stays with the 49ers -- perhaps twice as much."
    The sources say that staying with the team can make him an
    estimated $2.5M, but only $1M if he leaves.  Sega reportedly
    "engaged in a bidding war with a rival video company" for Sanders
    (Rory O'Conner, SAN JOSE MERCURY NEWS, 1/23).
    

    Print | Tags: Miami Dolphins, San Francisco 49ers
  • IT'S A TOUGH TICKET -- EVEN IF YOU'RE WAYNE HUIZENGA

         In an interview in this morning's Ft. Lauderdale SUN-
    SENTINEL, Dolphins Owner H. Wayne Huizenga addressed a number of
    issues, including the possible renaming of Joe Robbie Stadium.
    Huizenga said the fact he included naming rights in the JRS
    purchase "wasn't a big deal":  "Why would you pay millions and
    millions of dollars and be restricted in what you can do?  Who
    knows what happens three years from now or five years from now or
    10 days from now?  We've had several people want to put their
    names on this building.  But I don't like their names.  For the
    sake of X millions of dollars a year, I'm not going to cheapen
    this place.  I'm not going to have one of those fancy bowl names
    that we can all make fun of.  If the right sponsor came along
    with the right name that fits in this area, I'd consider it."
    Huizenga also denied rumors that he was holding back 4,000 Super
    Bowl tickets for his "bigwig" friends:  "We kept some tickets
    back.  They went to our sponsors. They went to our suite holders.
    We have contracts, contracts with sponsors that say they are
    entitled not to get, but to purchase, Super Bowl tickets.
    Everybody purchases" (Eric Conrad, Ft Lauderdale SUN-SENTINEL,
    1/24).
    

    Print | Tags: Miami Dolphins
  • MARKETPLACE ROUNDUP

         For the 3rd annual Nestle Baby Ruth Shootaround at the NBA
    All-Star weekend, the NBA has invited Jeff Hornacek, Chuck
    Person, Wesley Person and John Starks to participate
    (NBA)....Fluor Daniel confirmed that it has been selected by the
    SC-based developer, ScheerSports, to serve as construction
    manager for a sports and entertainment arena to be built in
    Greenville, SC.  Groundbreaking for the 17,000-seat facility is
    scheduled for this spring (Fluor Corp.).... Seattle has been
    selected to host two gymnastics events --the '95 McDonald's
    American Cup and the Int'l Mixed Pairs competition.  Both will be
    televised on NBC and held in the Seattle Center Arena March 2-5
    (SEATTLE POST-INTELLIGENCER, 1/24)....Comsat, parent of the
    Nuggets, said yesterday it will invest $147M in a new venture
    that will offer worldwide mobile telephone service (Baltimore
    SUN, 1/24).
    

    Print | Tags: Denver Nuggets, McDonalds, NBA, NBC
  • MICKEY & FRIENDS TO HOST INDY RACING LEAGUE

         Walt Disney Co is planning to build a one-mile oval on its
    complex in Orlando, FL to host a race in the proposed Indy Racing
    League.  The Walt Disney World 200 will be held next January as
    the inaugural event for the IRL.  The '96 Indy 500 is the only
    other event scheduled on what is expected to be a three-to-five
    race '96 IRL schedule (VANCOUVER SUN, 1/24).
    

    Print | Tags: IndyCar, Walt Disney
  • NFL HOPES FOR SMOOTH P.R. WEEK IN MIAMI

         "It's probably a good sign that one of the NFL's most
    pressing concerns early in this Super Bowl week is a cruise
    sponsored by a local 'gentlemen's club' that bills itself as
    'hedonism on the high seas,'" writes Kent Somers in this
    morning's ARIZONA REPUBLIC.  "Things could be much worse, as the
    NFL and the world found out six years ago," the last time the
    Super Bowl was in Miami.  During the week preceding the game,
    Miami was "torn apart" by rioting after a racial incident
    (ARIZONA REPUBLIC, 1/24).  In New York, Wallace Matthews
    criticizes the NFL for not helping out the riot-torn part of
    Miami back in '89, but he does note that the NFL will donate $1M
    to start a youth center in an area near Liberty City, about five
    miles from where the rioting occurred.  "Compared with the
    revenue generated by the Super Bowl, it doesn't seem like much"
    (N.Y. POST, 1/24).  As for the controversial gambling cruise, the
    NFL "is scurrying to discourage active and retired players from
    attending, although the league has limited clout with former
    players."  NFLP VP Don Garber re-emphasized that the cruise was
    not a league-sanctioned event.  Garber:  "We'll be watching how
    they promote and advertise this thing very closely" (Conrad &
    Richey, Ft. Lauderdale SUN-SENTINEL, 1/24).
    

    Print | Tags: Cablevision, New York Liberty, NFL
  • REACTION TO REEBOK'S BARNSTORMING BASEBALL TOUR

         As reported in this week's BRANDWEEK, Reebok Int'l confirmed
    that it has offered to sponsor the proposed "barnstorming tour"
    of striking baseball players.  The MLBPA's executive board will
    consider Reebok's reported $25M offer at its next meeting,
    January 31 in Washington (Ronald Blum, AP/FT. WORTH STAR-
    TELEGRAM, 1/24).  Paul Molitor: "It could be something similar to
    Gretzky's tour of Europe, although I'm not sure this one would go
    abroad."  According to agent Tony Attanasio, a setup involving
    four teams of all-stars who would play round-robin tourneys in 15
    cities has been discussed (Mike Zeisberger, TORONTO SUN, 1/24).
    Nike VP/Public Relations Keith Peters said his company will not
    try to sideline its endorsers from participating: "When we were
    trying to stage an all-star series last fall, we hoped it would
    truly be all-stars, including Frank Thomas"   -- a Reebok
    endorser (Michael Hiestand, USA TODAY, 1/24).
    

    Print | Tags: Nike, Reebok
  • RIDDELL SPORTS INC. ACQUIRES EQUIPMENT DISTRIBUTOR

         Riddell Sports Inc. reported that its wholly owned
    subsidiary, All American Sports Corp., has acquired the operating
    assets and business of Raleigh Athletic Equipment Corp., located
    in New Rochelle, NY.  Raleigh is in the business of
    reconditioning and distributing athletic equipment, principally
    equipment for football to schools and other institutions.
    Riddell believes that the acquisition will enhance the company's
    marketing of protective equipment and services in the Northeast
    (Riddell).
    

    Print
  • THE SUPER SUNDAY ADVERTISING LINEUP

         This week's ADVERTISING AGE prints a complete list of the 25
    advertisers (60 spots total) on ABC's broadcast:
    COMPANY
    # ADS
    PRODUCT
    LENGTH PLACEMENT
    Anheuser-Busch
    1
    Bud Bowl VII
    :60
    1stQ
    Anheuser-Busch
    2
    Budweiser
    :30
    2ndQ
    Anheuser-Busch
    2
    Bud Light
    :30
    3rdQ
    Anheuser-Busch
    2
    Bud
    :30
    4thQ
    Am Home Prod
    1
    NA
    :30
    NA
    Chrysler
    2
    Dodge Status
    :30
    2ndQ
    Federal Express
    2
    FedEx Software
    :30
    NA
    Ford
    1
    Lincoln Continental
    :30
    2ndQ
    Frito-Lay
    1
    Doritos
    :60
    Halftime
    HBO
    1
    Hollywood Party
    :60
    1st Half
    Honda
    3
    Odyssey/Existing
    :30
    4thQ
    Isuzu
    1
    Trooper Unlimited
    :60
    3rdQ
    Lee Apparel
    3
    NA
    :30
    1,2,3Qs
    Master Lock
    1
    Repeat last year's
    :30
    1st Half
    McDonald's
    1
    Super Bowl fans
    :60
    1st Half
    N.P.P.C. (Pork)
    1
    Taste What's Next
    :30
    2ndQ
    Nike
    1
    Dennis Hopper
    :90
    2ndQ
    No Fear Apparel
    1
    NA
    :30
    1st/2nd
    Pepsi-Cola
    6
    Nothing else...
    :30
    1st/3rd
    Primestar
    1
    NA
    :30
    4thQ
    Principal Fin Group
    2
    NA
    :30
    Pre/1st Half
    Quaker State
    1
    NA
    :30
    3rdQ
    Soloflex
    2
    NA
    :30
    2nd/3rd
    Taco Bell
    1
    NA
    :30
    NA
    Toyota
    1
    Avalon
    :30
    3rdQ
    Warner Bros.
    1
    NA
    :30
    NA
    Wilson Sptg Goods
    1
    NA
    :60
    1st Half
    SOURCE: ADVERTISING AGE, 1/23 issue.

    Print | Tags: ABC, Anheuser Busch, DaimlerChrysler, FedEx, HBO, McDonalds, Nike, PepsiCo, Time Warner, Toyota, Walt Disney, Wilson Sporting Goods
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