SBD/26/Sponsorships Advertising Marketing

AND NOW THIS FROM THE SPONSORS ...

     PepsiCo's Frito Lay unit has reportedly filmed an ad
featuring 49er Steve Young and his coach George Seifert along
with Charger Stan Humphries.  This new Doritos spot is expected
to run during the Frito Lay Halftime Show.  Besides Frito Lay,
Young is under contract with Nike, Sprint and a "collection of
other advertisers."  A "standout performance" in the game could
enhance his marketability.  Humphries' Nike contract expires at
the end of the Super Bowl.  If Nike does not pick up his
contract, "look for Reebok to enter the picture."  David Burns of
Burns Sports Celebrity Service notes that advertisers are now
"very aware" of Humphries (George Lazarus, CHICAGO TRIBUNE,
1/26)....San Francisco ad agency Foote Cone & Belding, has
unveiled its annual "tongue-slightly-in-cheek Super Bowl scouting
report" for potential new endorsers for advertisers.  Deion
Sanders and Steve Young "are money in the bank"; Jerry Rice and
Junior Seau "have untapped potential"; other players have a shot,
but most "just aren't well ... ready for prime time."  Some the
agency's cute endorsement ideas:  Dana Stubblefield -- "Nice name
for a Remington shaver commercial"; Ken Norton Jr. -- he and his
dad the heavyweight boxer could do a "warm-hearted AT&T long-
distance commercial"; Stan Humphries -- "Given his much-
publicized weight problems, Stan could be the man for an Ultra
SlimFast or Weight Watchers before-and-after commercial" (John
Flinn, S.F. EXAMINER, 1/25)....USA TODAY's Super Bowl Ad Watch
features HBO, which has purchased one :60 spot that will air
during the first half (USA TODAY, 1/26).
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Related Topics:

ATT, HBO, Nike, PepsiCo, Reebok, Sprint, Time Warner

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