SBD/9/Sponsorships Advertising Marketing

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  • CANADIAN BEER REPORT: BOTTOM-FEEDERS EYE LABATT STOCK

         On Friday, stock buyers were "scooping up the previously
    languishing shares" of John Labatt Ltd. and Molson Cos. on the
    Toronto Stock Exchange.  Both stocks have been trading near 52-
    week lows recently, so analysts "believe investors might be
    buying up the depressed stock and betting on improved future
    earnings by the companies."  Some analysts also said the
    potential for a solution to the NHL lockout "might also" have
    been a factor.  Labatt owns Canada's cable sports channel, TSN,
    which carries NHL games (Stephen Northfield, Montreal GAZETTE,
    1/7).  Labatt is holding a taste test in Canadian provinces for
    its new Labatt Copper beer.  Consumers will taste Labatt X & Y
    and vote their preference.  The winner will be announced during
    the Super Bowl (Toronto GLOBE & MAIL, 1/6).
         HERE COME THE CLYDESDALES: Anheuser-Busch announced that
    Budweiser sold more than one million U.S. barrels in Canada last
    year, the first time any U.S. brand has hit the one million mark.
    With more than 6% of the Canadian market, Budweiser is the 3rd-
    largest selling beer in Canada, behind Labatt Blue and Molson
    Canadian (TORONTO STAR, 1/7).
    

    Print | Tags: Anheuser Busch, Labatt Brewing, NHL
  • CANLAN INVESTMENT LOOKS TO BUY UP ICE RINKS IN U.S.

         In this morning's WALL STREET JOURNAL, Larry Greenberg's
    "small stock focus" report examiens the progress of Canlan
    Investment, a company that has been acquiring many ice rinks
    across Canada in the past two years.  To date, the company owns
    23 ice rinks.  The company hopes to expand its U.S. holdings in
    markets such as Wichita and Ft. Worth, capitalizing on the
    sport's rising U.S. popularity.  Modern ice arenas offer more
    than just a place to skate.  At its Canadian arenas, Canlan
    organizes hockey leagues, referees games, sells equipment and
    provides restaurant and lounge facilities.  The company expects
    to offer more skating lessons at its rinks in the U.S. (WALL
    STREET JOURNAL, 1/9).
    

    Print
  • COCA-COLA REMAINS THE REAL THING ON BASEBALL ADVERTISING

         Coca-Cola, the "longest running major advertiser in
    baseball, will return next season" in national and local ads
    despite the sports' labor problems.  Coca-Cola Media Director
    Chuck Fruit:  "Our research has always told us that our consumers
    love baseball.  And we've been around the game since the turn of
    the century."  Baseball's summer season is perfect for the
    companies soft-drink sales, as the company advertises on TV and
    radio coverage, but also has plenty of stadium signage (Jack
    Craig, BOSTON GLOBE, 1/8).
    

    Print | Tags: Coca-Cola
  • FOOTACTION USA TO SIGN ON WITH AVP

         FootAction USA is "taking a page from rival Foot Locker,
    weighing into event marketing" with a rights/media/ merchandising
    deal with the AVP.  FootAction is "ironing out an estimated" $1M-
    plus deal with the AVP, and broadcast partner NBC, that would
    give the footwear chain an on-site retail presence at all AVP pro
    beach volleyball events.  FootAction will promote the AVP's event
    in tour-stop markets, while they will receive Dorna Adtime
    signage and one spot per broadcast in NBC's AVP schedule.  Foot
    Locker late last year struck a similar "cross the board
    sponsorship" with Streetball Partners, organizer of the NBA's
    "Hoop-it-Up" series in which the chain would get on-site retail
    space (Matthew Grimm, BRANDWEEK, 1/9 issue).
    

    Print | Tags: Foot Locker/Venator Group, NBA, NBC
  • MARKETPLACE ROUND-UP

         Sources say the NHL has imposed a one-year moratorium on new
    logos and uniform changes, meaning the Bruins might not be able
    to use their new design upon moving into the Shawmut Center for
    the '95-96 season.  One reason for the move: The lockout has
    "left clubs deep in warehouse stock, material that would be
    impossible to sell once new logos are introduced" (Kevin Paul
    Dupont, BOSTON GLOBE, 1/8)....The Toronto Street Buds --
    supported locally by the Maple Leaf hockey club -- was christened
    Saturday as the newest member of the NHL/Nike street hockey
    program.  Toronto is the 14th NHL city to have the program in
    place this year (TORONTO STAR, 1/7)....Ocean Spray will launch a
    TV campaign based on its sponsorship of Dennis Conner's "Stars &
    Stripes" boat set to compete in the first America's Cup '95 yacht
    race in San Diego (BRANDWEEK, 1/9)....AP profiles the Hispanic ad
    agency Ornelas & Associates, whose founder, Victor Ornelas,
    expects Hispanic-targeted advertising to grow heavily in the next
    10-15 years (CHICAGO TRIBUNE, 1/8)....The drop in the Mexican
    peso's value has Nike Inc. considering expanding in Mexico to
    make athletic shoes the company now produces in Asia.  So far,
    Adidas is the only big foreign athletic-shoe manufacturer in
    Mexico (AP/N.Y. TIMES, 1/9).
    

    Print | Tags: Boston Bruins, Dallas Stars, NHL, Nike, Southwest Sports Group, Washington Nationals
  • MASTERCARD SIGNS ON AS SPONSOR OF AHL ALL-STAR EVENTS

         The AHL announced Friday that Mastercard has been named
    title sponsor of the Mastercard Hockey Hall of Fame AHL All-Star
    Dinner and Mastercard Hockey Hall of Fame Exhibit.  The dinner
    will be held on January 16 in Providence, RI in conjunction with
    the '95 Dodge AHL All-Star Game (AHL).
    

    Print | Tags: AHL, DaimlerChrysler, MasterCard
  • NEWS FROM THE CONSUMER

         Nintendo of America announced it expects sales in FY '95
    ending in March to "slightly exceed" last year's $2.1B, while FY
    '96 sales are projected to "soar" 28% as new products reach the
    market.  Many industry analysts say Nintendo appears to have
    "regained the momentum it lost a year ago to rival Sega of
    America" (Jim Carlton, WALL STREET JOURNAL, 1/9)....Atari
    announced the sports games featured for their 64-bit Atari
    Jaguar.  Among the titles:  Charles Barkley-Shut Up and Jam;
    Brett Hull Hockey, Jack Nicklaus Cyber Golf; Troy Aikman NFL
    Football; White Men Can't Jump; CD League Bowling and Sensible
    Soccer (Atari)....In the current issue of ENTERTAINMENT WEEKLY,
    George Mannes examines product placement in video games.
    Examples cited:  "Tony Meola's Sidekicks Soccer" have Foot Locker
    and Adidas billboards; "Nigel Mansell's World Championship
    Racing":  Shell and Goodyear; "Madden NFL '95":  Fox Sports;
    "Ivan Stewart's Super Off Road:  Toyota; "Andre Agassi Tennis":
    Nike and Canon (ENTERTAINMENT WEEKLY, 1/13 issue).
    

    Print | Tags: Foot Locker/Venator Group, News Corp./Fox, NFL, Nike, Toyota, Washington Nationals
  • STARTER'S NEW AD CAMPAIGN FEATURES EVERY SPORT

         A new Starter ad campaign that breaks this week on NFL
    playoff broadcasts emphasizes the "traditional values of
    teamwork, sportsmanship and brotherhood."  A 30-second spot,
    titled "Unity," features past Starter spokesperson Karl Malone,
    Mark Messier and Emmitt Smith, plus new Starter endorser Jeff
    Bagwell.  The spot will continue through the NFL playoffs and
    Super Bowl and it will also be seen on TNT's NBA games, ESPN's
    NHL games and CBS' NCAA basketball tournament games.  An NBA-
    themed spot is in production and a football spot will break this
    fall.  An accompanying print campaign in SPORTS ILLUSTRATED opens
    later this month (Terry Lefton, BRANDWEEK, 1/9 issue).
         OTHER STARTER NEWS:  The company will debut a Disney apparel
    line at the Super Show next month....Starter will also launch a
    clothing line called the Emmitt Zone with Cowboy Emmitt Smith.
    It will be the first Starter line based on an individual.
    Sources say they have talked to J.C. Penney about becoming a
    retail partner for the new line (BRANDWEEK, 1/9 issue).
    

    Print | Tags: CBS, ESPN, NBA, NCAA, NFL, NHL, Sports Illustrated, TBS/TNT, Time Warner, Viacom, Walt Disney
  • SUPER BOWL NEWS & NOTES: WHICH ADVERTISERS ARE STAYING ON?

         With less than three weeks to go until Super Bowl Sunday,
    advertisers "are scrambling to snap up the last two national ad
    spots for the game."  The price tag is $1M for each 30-second
    spot.  Only a few past advertisers opted out this year because of
    the cost:  Reebok, Visa and 7-UP.  Returning advertisers include:
    Pepsi, Frito-Lay, MasterLock, Chrysler, Isuzu, McDonald's and
    Goodyear.  Some newcomers:  Ford, Warner Bros., No Fear
    sportswear, Lee Jeans, Soloflex, Principal Financial Group,
    American Home Products, HBO and the National Pork Producers
    Council (Dottie Enrico, USA TODAY, 1/9).
    

    Print | Tags: DaimlerChrysler, HBO, McDonalds, PepsiCo, Reebok, Time Warner, Visa
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