SBD/27/Sponsorships Advertising Marketing

Print All
  • AS THE WORLD WATCHES MIAMI, THE NFL KEEPS AN EYE OVERSEAS

         Top officials of the NFL, News Corp. and Reebok took time
    out from Super Bowl week to elaborate on the specifics of the
    World League of American Football, scheduled to debut this spring
    in six European cities.  Reebok was presented as the league's
    first sponsor and the official supplier of uniforms, shoes and
    sideline apparel.  In addition, the NFL announced that News Corp.
    was joining the World League as a 50/50 partner.  Joining NFL
    Commissioner Paul Tagliabue and NFL President Neil Austrian, were
    WLAF President & CEO Marc Lory, Fox Sports President David Hill,
    WLAF consultant Bill Walsh, and Reebok Senior VP of Marketing
    Dave Ropes.  The teams:  Amsterdam Admirals, Barcelona Dragons,
    Frankfurt Galaxy, London Monarchs, Rhein Fire, Scottish
    Claymores.          FROM THE LEAGUE:  NFL President Neil Austrian
    would not expand on any "specific timeframe" for expansion beyond
    Europe or how the league would measure the WLAF's success there.
    But he did tell THE SPORTS BUSINESS DAILY that the presence of
    "strong partners" would differentiate this venture from the
    WLAF's first effort.  Austrian:  "Fox, witnessed by Murdoch, has
    a great interest in expanding this to Asia and other parts of the
    world, and I think they're ready to go as soon as we feel
    comfortable.  So, whether it's two years, three years, four
    years, I couldn't say at this point.  But the overall intent when
    we got together with News Corp. was that this would truly be a
    World League, not just six teams in Europe."  Austrian said the
    marketing of the WLAF in the U.S. would be "totally non-
    aggressive":  "The merchandise will probably walk off the shelves
    over here.  I think it's great merchandise.  But the game itself
    is being developed as a European game right now, and we plan to
    focus all of our marketing attention right there."  Austrian said
    they would encourage Reebok to sell WLAF merchandise in the U.S.
    Bill Walsh, who is serving as a consultant to the league, noted
    the love for soccer in Europe:  "We're going to speed up American
    football."
         FOX'S VIEW:  News Corp. Chair Rupert Murdoch addressed the
    news conference from Washington via video hook-up.  Murdoch:  "I
    know the tremendously exciting game of American football can
    transcend the boundaries of this country."  Murdoch said that
    News Corp. would televise the games on Sky TV in Britain and Fox
    Germany, with every intention of keeping the games live.  After
    the news conference, Fox Sports President David Hill told THE
    SPORTS BUSINESS DAILY said that the sale of ad time would be the
    responsibility of the local broadcasters.  Asked whether the
    decision to partner with the NFL on the WLAF was related to Fox's
    NFC contract, Hill said News Corp., as "the world's biggest
    international broadcaster," saw the World League as a "great
    opportunity.  But they're two totally separate entities."
         REEBOK:  Reebok's Dave Ropes: "Our global alliance with NFL
    Properties and our sponsorship of the World League of American
    Football are significant opportunities for Reebok to advance both
    our performance footwear and apparel technologies and enhance our
    brand's visibility."  Reebok staged a fashion show of the WLAF
    uniforms.
    

    Print | Tags: AEG, Los Angeles Galaxy, News Corp./Fox, NFL, Reebok
  • COCA-COLA REGISTERS STRONG PROFITS; RED WOLF TO GO NATIONAL

         Coca-Cola Co. posted fourth quarter net income 22% higher
    than the last quarter of '93.  In December, the company had
    projected a sales hike of 10-12%.  Int'l case sales jumped 13%
    and U.S. case sales "posted their biggest increase in years" of
    8%.  The int'l boost was helped by new markets in India, three
    new plants in Poland, and one in Moscow.  U.S. sales were
    credited to "solid increases" in core brands and also  of new
    products such as the Fruitopia drinks, PowerAde and Minute Maid
    Juices To Go (Chris Roush, ATLANTA CONSTITUTION, 1/27).
         RED WOLF: Red Wolf Lager, the first beer introduced by the
    Specialty Brewing Group of Anheuser-Busch, Inc. will expand its
    distribution to a nationwide basis beginning Monday.  The
    national roll-out will hit 31 states across the Midwest,
    Southwest, West and Pacific Northwest.  To help drive brand
    awareness, the beer will be supported by a TV, radio, print, and
    outdoor advertising campaign with the theme "Follow Your
    Instincts" (Anheuser-Busch).
         MILLER: Miller Brewing Company has jumped into the Chinese
    beer market by acquiring a minority investment in Asimco, a
    Beijing-based investment company.  As part of the deal, Asimco
    has purchased 60% stake in Five Star Beer Group, and Three Ring
    Beer, giving Miller a minority stake in these companies (WALL
    STREET JOURNAL, 1/27).
    

    Print | Tags: Anheuser Busch, Coca-Cola
  • DORITOS AD IS JUST A CHIP OFF THE OL' POLITICAL BLOCK

         Following is the full script of Frito-Lay's Doritos ad
    featuring Mario Cuomo and Ann Richards.  With Auld Lang Syne
    playing, Cuomo helps Richards pack up her office.  While they are
    talking about "change," Richards pulls out a newly designed bag
    of Doritos.  Richards: "Mario, I haven't seen a change like this
    since I was knee high to a June bug."  Cuomo: "Ann, I was as
    surprised as you are."  Richards: "Well, I should have seen it
    coming."  Cuomo: "Maybe so, but now I think we ought to accept
    this change, embrace it, be positive about it, because change can
    be very exciting."  Richards: "You're probably right, Mario.  I
    guess I'll get used to Doritos' brand-new bag."  Cuomo: "There
    you go."  Announcer: "This year's big change is Doritos.  More
    great taste, brand-new bag."  Cuomo: "Too bad about the Cowboys,
    Ann."  Richards:  "They always won when I was Governor" (Frito-
    Lay).  CNN's Judy Woodruff: "Who said there's not life after
    politics?" ("Inside Politics," CNN, 1/26).  A second Richards-
    Cuomo spot was featured on CBS last night.  Excerpt:  Richards
    and Cuomo seated on a sofa, watching the game.  Richards: "Gee,
    Mario.  Both these teams are great.  It's a shame there can only
    be one winner."  Cuomo: "Don't I know it" ("CBS Evening News,"
    1/26).
    

    Print | Tags: CBS, Dallas Cowboys, PepsiCo, Time Warner, Viacom
  • FOOTWEAR REPORT: L.A. GEAR REPORTS; REEBOK ON THE WEB

         L.A. GEAR:  L.A. Gear Inc. announced that it estimates a
    4thQ net loss of approximately $15M and an approximate $22.2M net
    loss for its fiscal year ended November 30, 1994.  L.A. Gear
    Chair & CEO Stanley Gold and President & COO William Benford
    reported: "While reporting a loss is very disappointing, we
    should not overlook the progress we have made in the past year.
    ... In 1995, the company will focus on a return to its roots in
    the women's and children's markets.  We intend to re-establish
    our brand identity by becoming more visible to the consumer
    through increased marketing efforts," including a print and TV ad
    campaign that will launch in March (L.A. Gear).
         REEBOK:  Looking to expand its boundaries of interactive
    communications, Reebok Int'l has launched its first World Wide
    Web site on the Internet called, "Planet Reebok."  The Web site
    offers Internet users a range of opportunities for state-of-the-
    art interactive communication and information sharing with
    Reebok.  "Planet Reebok" can be accessed at
    http://planetreebok.com/ (Reebok).
    

    Print | Tags: Reebok
  • MARKETPLACE ROUND-UP

         McDonald's Corp. reported higher than expected fourth
    quarter earnings up 17% from last year, on earnings of $308.9M
    (WALL STREET JOURNAL, 1/27)....The PGA Merchandise Show runs
    Friday to Monday in Orlando. Close to 800 manufacturers will
    display the latest golf products (USA TODAY, 1/27)....Bell Sports
    Corp announced yesterday their net sales for the second quarter
    ending Dec 31, '94 increased 13% to $26.3M.  Net income decreased
    to $582,000 from $2.1M in the previous year period (Bell Sports
    Corp)....Walt Disney reported record revenues and earnings for
    the first quarter ending Dec 31, '94.  Revenues increased 21% to
    $3.30B and operating income rose 27% to $790.8M.  Net income
    increased 31% to $482.4M (Disney).
    

    Print | Tags: McDonalds, PGA Tour, Walt Disney
  • MORE FROM SUNDAY'S SUPER SPONSORS ...

         In this morning's WALL STREET JOURNAL, Fara Warner  profiles
    Wilson's '95 ad campaign that kicks off during the weekend:
    "Wilson was the Nike of the 1950s and 1960s. ... But Wilson lost
    its footing in many of its businesses, hurt by powerful new
    competitors ... and distracted by a series of management and
    ownership changes" (WALL STREET JOURNAL, 1/27)....The final
    installment of USA TODAY's ad watch features six companies:
    Honda, Pepsi, Lee blue jeans, Soloflex, Taco Bell and Primestar
    satellite service (USA TODAY, 1/27)....This morning's N.Y. TIMES
    features a chart of all the ads and when they will air and notes
    that each ad cost $33,333 a second (N.Y. TIMES,
    1/27)...."Entertainment Tonight" profiled some of the ads:  "Rold
    Gold" pretzels, Pepsi, McDonald's, Masterlock, and Doritos were
    previewed.  Ad exec Ronnie Cohen: "When marketers can get the
    right celebrity, the right product, add humor, against the right
    target, nothing else is going to work better" ("ET," 1/26).
    

    Print | Tags: McDonalds, Nike, PepsiCo, Wilson Sporting Goods
  • NFLPA LEADERS DELIVER THEIR "STATE OF THE UNION"

         NFLPA Exec Dir Gene Upshaw, Asst Exec Dir Doug Allen, and
    General Counsel Richard Bertelson held a news conference to
    review the past year and look ahead to '95 from the vantage point
    of the league's players' union.  Topics discussed were the first
    year of the salary cap, a survey of NFL players on the league's
    playing surfaces, and the union's new for-profit marketing arm,
    Players Inc.
         PLAYERS INC.:  Allen:  "We're the first sports union that
    has created a for-profit marketing subsidiary, and it's the only
    marketing company that is dedicated to marketing all of the
    players in a professional sport. ... The way the law works, a
    sports union can license player rights for passive royalties, but
    the players enthusiastically supported doing much, much more than
    that."
         THE CAP:  Upshaw outlined the effect of the salary cap
    saying that the CBA ensures "labor peace" through 2000.  Upshaw
    released figures that showed 18 teams spending over the cap of
    $34.6M and that the players' share of Direct Gross Revenues
    ($1.706B total) was $1.092B, or $39.002M per team.  That was an
    8% improvement over '93.  Upshaw:  "Our players are living on 64%
    of revenues, and that stays in the locker room. ... The system is
    working."
         LEGAL ISSUES:  Bertelson outlined the state of legal action
    over the CBA.  Several players who are challenging the CBA are
    now deciding whether to appeal an 8th Circuit decision supporting
    the cap to the Supreme Court.  If they decide not to appeal,
    $150M in damages awarded to the players will be freed.  On the
    ruling by the 2nd Circuit Tuesday, Bertelson: "The NBA's players,
    unfortunately, are faced with the same dilemma that we were faced
    with in 1989 -- Do you continue the union in existence, which
    only, under this ruling, would protect the owners not the
    players?  Or do you decide you don't want to have collective
    bargaining rights, and pursue your individual rights?"
         SURVEY:  Not surprisingly, the players overwhelmingly prefer
    natural grass.  85% like grass, 7% turf.  70% say the playing
    surface plays a role in their free agency decisions.
    

    Print | Tags: NBA, NFL
  • TAGLIABUE DELIVERS STATE OF THE LEAGUE TODAY

         NFL Commissioner Paul Tagliabue gives his state of the
    league address this morning in Miami.  In a preview, columnist
    Bill Plaschke examines what he calls "the biggest problem" facing
    the league as it heads to the turn of the century, "racial
    inequality" (L.A. TIMES, 1/27).
    

    Print | Tags: NFL
  • THE SPORTS BUSINESS SUPER BOWL PRE-GAME

         STADIUM SIGNAGE:  The following is a survey of the in-
    stadium signage that will be seen in Joe Robbie Stadium this
    Sunday.  AROUND THE BOWL:  Arby's (2), Gatorade (4), Budweiser
    (3), Bud Light (1), Burger King (1) Toyota (4), Blockbuster (2),
    TCBY (1), 610 WIOD-radio (2), Bacardi (1), Domino's (1), Bell
    South (1), Marlboro (2), Magnivision (1), Don Shula's restaurant
    (1), Miami Herald (1), Carvel (1).  TUNNEL:  Bud, Bud Light.  END
    ZONE SCOREBOARDS:  Budweiser, Coke, Marlboro, Miami Herald.
    ROTATING SCOREBOARD SIGNS:  Diet Coke, Blockbuster, Office Depot,
    Burger King, Coke, Delta, Alamo Rent-a-Car, News Channel 10.
    SEAT IMPRINTS -- GTE is visible on each side of the upper deck,
    but only when stadium is empty (THE DAILY).
         MR. CHARGER:  CNBC's Neil Cavuto interviewed Chargers Owner
    Alex Spanos on "Business Insiders."  Spanos, when asked if being
    in the Super Bowl is more important than building a real estate
    business from scratch and becoming a multi-millionaire:  "Well,
    let me put it this way, that's what helped me get here.  Let's
    face it, without that I wouldn't be here today" (CNBC, 1/26)
         CUT!  AND THAT'S A PRINT:  NFL Films' official Super Bowl
    XXIX video will be available in stores on February 23, according
    to Polygram, distributor of the tape (NFL Films).
         LOOKING AHEAD TO NEXT YEAR:  Top officials of the Panthers
    and the Jaguars delivered updates on their inaugural '95 seasons.
    Panthers Owner Jerry Richardson noted the private financing of
    Carolinas Stadium and called his team's sponsorship deals "the
    best in the history of sports."  Jaguars Owner Wayne Weaver re-
    introduced the team's new logo:  "The logo has really been
    accepted well in the marketplace" (THE DAILY).
         MULTI-MEDIA WATCH:  Prodigy Services announced has selected
    CBS Sports' Pat O'Brien to  host the first-ever Super Bowl
    pregame show via an online service.  Beginning at 3:00pm on
    Sunday, O'Brien will moderate live chat sessions on Prodigy  as
    well as report any "inside" news (Prodigy).
         OPPOSITE THE GAME:  NBC airs a made-for-TV movie about
    Princess Diana; Fox will air its normal lineup of "The Simpsons"
    and "Married ... With Children," both are repeats; CBS will re-
    broadcast the 25th anniversary special of "60 Minutes"; TNT airs
    eight hours of "Starsky and Hutch"; Discovery premieres "Shark
    Bowl '95" -- 12 hours of "jaw-dropping footage"; And A&E airs a
    marathon of mystery movies (USA TODAY, 1/27).
    

    Print | Tags: Anheuser Busch, Burger King, CBS, Coca-Cola, GTE, Jacksonville Jaguars, NBC, News Corp./Fox, NFL, San Diego Chargers, TBS/TNT, Toyota, Viacom
  • WHO HOLDS THE RIGHTS TO "MARCH MADNESS"?

         The Illinois High School Assoc, which claims they hold the
    trademark to the "March Madness" slogan, has joined forces with
    Chicago-based Intersport to license the "catch phrase."  The
    company, called March Madness LLC, says "they aren't looking for
    the NCAA or CBS Sports to stop using the slogan, but would like a
    licensing deal."  CBS Sports Pres. David Kenin expects to
    continue to use the phrase, but "wouldn't say whether CBS would
    be willing to pay for the privilege" (Jon Lafayette, ELECTRONIC
    MEDIA, 1/23 issue).
    

    Print | Tags: CBS, NCAA, Viacom
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug