SBD/13/Sponsorships Advertising Marketing

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  • CHRYSLER CLOSE TO SIGNING DEAL WITH FOX FOR NHL TELECASTS

         Chrysler is on the verge of striking a $7-8M deal with Fox
    Sports that would make Chrysler the exclusive car sponsor of the
    network's NHL telecasts, according to the current issue of INSIDE
    MEDIA.  On each Fox NHL telecast, Chrysler will run about 12 30-
    second spots, touting its Dodge and Jeep-Eagle divisions (INSIDE
    MEDIA, 2/14 issue).
    

    Print | Tags: DaimlerChrysler, News Corp./Fox, NHL
  • GATORADE LAUNCHES NEW AD CAMPAIGN DURING NBA ALL-STAR GAME

         NBA All-Star Weekend telecast on NBC was the stage for
    Gatorade's debut of "Life Is A Sport.  Drink It Up" -- a new
    national ad campaign.  The scope of the new campaign includes
    multiple TV, print, radio and  outdoor ads, and point-of-sale and
    in-market event executions throughout the year.  According to
    Gatorade, the TV ads are "fast-paced commercials featuring high-
    impact images of active people against dramatic audio tracks"
    (Gatorade).
    

    Print | Tags: NBA, NBC
  • GILLETTE, SPRINT TO OFFER CROSS-PROMOTION FOR NCAA B-BALL

         Gillette will team with Sprint to "step up support of its
    disposable razors" in a promotion tied to the NCAA Final Four.
    Gillette will put pre-paid calling cards, good for five free
    minutes of long-distance calls from Sprint, in four million
    packages of its Good News and Daisy disposable razors.  The cards
    feature basketball-themed graphics, with 35 designs in all.
    Point-of-purchase displays will flag the promotion, which was put
    together by Clarion Performance Properties (Pam Weisz, BRANDWEEK,
    2/13).
    

    Print | Tags: NCAA, Sprint
  • MARKETPLACE ROUND-UP

         Rockets center Hakeem Olajuwon signed a new deal with
    Spalding.  Olajuwon-sponsored shoes will sell at mass
    merchandisers such as K-Mart and Target for "no more than $60,
    starting this fall."  Ralph Greene, Exec VP of Olajuwon's
    investment company:  "On a fee basis he is getting something
    similar to what he could get with the other companies" (N.Y.
    TIMES, 2/12)....A federal jury awarded Anheuser-Busch $5M in a
    trademark dispute with Labatt Breweries over ice-brewed beers.
    Labatt had claimed it invented ice beer, but the jury rejected
    Labatt's claim that ice beer are trademarks (Mult., 2/13).....The
    BRANDWEEK "Rumor Mill" has Roadmaster eyeing MacGregor Golf and
    Nike pondering Titleist/Foot-Joy" (BRANDWEEK, 2/13 issue).
    

    Print | Tags: Anheuser Busch, Acushnet, Houston Rockets, Labatt Brewing, Nike, Russell Athletic
  • PEPSI'S NEW AD STRATEGY INCLUDES POSSIBLE U.S. OPEN DEAL

         PepsiCo will "mobilize its soft-drink and fast-good units
    for a synergistic multi-target, triple-play across the summer,"
    according to Terry Lefton in the current issue of BRANDWEEK,
    which includes a planned sponsorship of tennis' U.S. Open.  Pepsi
    is close to a deal on the Open, which would include concession
    rights for Pepsi, All-Sport sports drink and Taco Bell.  Sources
    said the expected 3-year deal includes signage and has a price
    tag of close to $2M.  While The plans come as Coke preps for an
    Olympic ticket giveaway in May with PowerAde and a replay of its
    $300M "Red Hot Summer" promotion.  Pepsi's other plans include
    cross-promotion of Amblin Emtertainment's films "Casper" and
    "Congo," both due this summer, with restaurant subsidiaries, Taco
    Bell and Pizza Hut (BRANDWEEK, 2/13 issue).
    

    Print | Tags: Coca-Cola, PepsiCo
  • STAR WEEKEND - ELSEWHERE IN THE HOOP WORLD

         IRS INVESTIGATING NBA REFEREES:  According to a report in
    Sunday's Portland OREGONIAN, the IRS is investigating 35 NBA
    referees for evading income taxes on millions in "allegedly phony
    travel expenses."  The paper cites "several sources" who claim
    that "some of the referees might have earned $100,000 or more on
    airline tickets during a five-year period ending with the 1993-94
    season."  The referees apparently "swapped first-class tickets
    for cash," and gave the league receipts for the tickets, but did
    not report the earnings to the league or IRS.  Some referees
    claim the league "knowingly paid inflated travel costs as a
    substitute for giving them better pay."  One referee, who
    requested anonymity:  "The league knew we were making extra money
    on our plane tickets.  That's a known fact."  NBA Deputy
    Commissioner Russ Granik would not comment on the investigation
    (Portland OREGONIAN, 2/12).
         LOTTO LOSS IN CANADA:  The NBA announced that the expansion
    Grizzlies and Raptors will not have an opportunity to get the
    first pick in the NBA draft until 1999.  Both teams "have been
    aware of this fact" since the expansion agreement was drawn up a
    year ago (Neil Campbell, Toronto GLOBE & MAIL, 2/11).
         TV TALK:  The latest INSIDE MEDIA features an interview with
    Ed Dessner, President of NBA TV Ventures, and Mike Dressner, NBA
    Properties' VP/Media and Marketing Group.  Dessner said , on
    whether U.S. or Canadian companies will sponsor broadcasts of the
    two new Canadian teams:  "It depends. ... Some categories cross
    the borders better than others.  In the U.S., banks are generally
    local or regional.  In Canada, banks are national.  Automotive is
    a category that is very much the same" (Mike Reynolds, INSIDE
    MEDIA, 2/14 issue).  NBC's potential national deal with CTV could
    mean a blackout of NBC's Sunday games if there is a corresponding
    CTV telecast of a Raptors or Grizzlies game.  Talks between the
    NBA and CTV continue (Howard Tsumura, Vancouver PROVINCE, 2/13).
    

    Print | Tags: Maple Leaf Sports and Entertainment, NBA, NBC, Toronto Raptors
  • STAR WEEKEND - NBA ALL-STAR WEEKEND: NEWS & NOTES FROM PHOENIX

         Suns President Jerry Colangelo told THE SPORTS BUSINESS
    DAILY that All-Star Weekend has meant about $25-$30 million in
    economic impact to the city of Phoenix, but he noted that those
    numbers were based on preliminary estimates.  Colangelo:  "We're
    going to set all kinds of records for Jam Session. ... We have
    put the focus of the basketball world on Phoenix, Arizona.  It's
    big" (THE DAILY).
         SOLD-OUT JAM SESSION:  "It was a Jam Session, all right,"
    writes Mark Shaffer in the lead story in Sunday's ARIZONA
    REPUBLIC.  Attendance at the NBA Jam Session, held at the Phoenix
    Civic Center adjacent to America West Arena, was estimated at
    44,000 for Thursday and Friday and 40,000 for Saturday.  But
    thousands of other fans were turned away, including those who had
    purchased tickets the day of the event.  By Saturday, the
    attendance more than doubled the four-day totals at the two
    previous Jam Sessions in Salt Lake City and Minneapolis.  The
    league honored all unused tickets on Sunday (ARIZONA REPUBLIC,
    2/12).  Fleer is title sponsor of the Jam Session, an interactive
    fan festival featuring displays and games sponsored by
    Nestle/Baby Ruth, Gatorade, Topps, AT&T, McDonald's, Reebok,
    Miller, Disney, Nickelodeon, Huffy Sports, FootLocker, Nike,
    Skybox, Upper Deck, IBM, Champion and Salem Sportswear.
         SWEET DEAL:  Nestle announced its promotion to offer one
    grand prize winner a chance to attend the 1995 Finals as a member
    of the "NBA Inside Stuff" crew (NBA/Nestle).  Pacific Bell
    brought the All-Star Game to two United Artists theaters in CA in
    the first "practicable application of Pacific Bell's Cinema of
    the Future" (Pacific Bell).
         RADIO FREE PHOENIX:  In addition to NBC's U.S. broadcast and
    the over 100 international TV outlets covering the game, all 114
    NBA Radio affiliates were contracted to carry the All-Star Game
    encompassing 12 markets and 70.66% of the U.S. (NBA Radio).
         BASKETBALL ON-LINE:  Microsoft announced the release of its
    new CD-ROM, "Microsoft Complete NBA Basketball," and put the new
    title on display at Jam Session.  Microsoft's CD-ROM is endorsed
    by NBA Hall of Famer Rick Barry (Microsoft).
         TRIBUTE TO THE SUNS:  From an editorial in Saturday's
    ARIZONA REPUBLIC:  "The fact that the league office relied more
    on the Suns organization in preparing for the event than it has
    in other host cities is testimony to the organizational and
    marketing ability of Suns President Jerry Colangelo and his
    staff.  The All-Star Weekend in Phoenix already is being called
    the best ever.  We never doubted it"  (ARIZONA REPUBLIC, 2/11).
    

    Print | Tags: ATT, IBM, McDonalds, Microsoft, NBA, NBC, Nike, Phoenix Suns, Reebok, Upper Deck, Walt Disney
  • STAR WEEKEND - STERN OPENS ALL-STAR WEEKEND WITH STATE OF THE GAME ADDRESS

         In his annual State of the Game Address, delivered Friday as
    NBA All-Star Weekend kicked off in Phoenix, NBA Commissioner
    David Stern announced that the winner of the 1995 Finals would
    participate in an international tournament in London in October
    and that the players and owners had settled on the "parameters"
    of an agreement on a new CBA.
         MCDONALD'S CHAMPIONSHIP:  Stern and FIBA Secretary General
    Borislav Stankovic announced that the NBA Champion would
    participate in the 1995 McDonald's Championship, to be held
    October 19-21 in London.  The entrants in the tournament will
    include the champions of the English Basketball League and
    Australia's National Basketball League, as well as the winner of
    Europe's Final Four.  Two other European teams will round out the
    final six.  McDonald's Senior Exec VP of Marketing Paul Schrage:
    "As the founding sponsor of this tournament, McDonald's has
    always shared a vision with the NBA and FIBA that the event would
    one day become the world's basketball championship.  And today we
    are realizing that dream" (NBA/McDonald's).       BACK HOME:  On
    domestic issues, Stern addressed the negotiations over a new CBA
    with the NBPA.  Stern:  "Watching the other guys [MLB, NHL]
    caused us to appreciate the relationship that we have with our
    players.  We're banging away pretty hard, and sometimes it gets
    pretty loud.  But when the owners say to the players, 'You're
    entitled to the majority of the revenues,' and when the players
    say back to the owners, 'You're entitled to make a return on your
    investment,' then you've got the real parameters of a deal.  Then
    you're talking about how you're going to divide up somewhere
    between a billion and a billion-and-a-half dollars" (Lee
    Shappell, ARIZONA REPUBLIC, 2/10).  Until the issues are
    resolved, "the threat of a work stoppage will loom like an anvil
    over the heads of the owners and players" (Shaun Powell, N.Y.
    NEWSDAY, 2/12).  Stern, on TNT's "All Star Friday":  "We're
    having some very intense discussions with the players, we've
    given them every bit of economic data, they have complete
    information" (TNT, 2/10).
         IMAGE:  Stern also the "renegade behavior among some"
    players:  "We have 350 or so players, and in the balance, I'd say
    they are consummate professionals" (Shawn Powell, NEWSDAY, 2/12).
    But Karl Malone said the NBA is to blame:  "They are the ones who
    created this monster. ... They go out and promote all the
    craziness, all the yelling and screaming and taunting.  Well, now
    they've gotten what they deserved, and it's their job to go out
    and change it.  And they better hurry" (Jackie MacMullen, BOSTON
    GLOBE, 2/12).
         REAX:  "It was hard" for Stern to "paint his typically rosy
    picture" of the league, according to Anthony Cotten of the
    WASHINGTON POST.  "Normally a master of spin control, Stern's
    answers ranged from monosyllabic to near-confrontational"
    (WASHINGTON POST, 2/11).  With the Vernon Maxwell incident, the
    slow labor talks and the criticism of some of the league's stars,
    Stern went "global," writes Ailene Voisin (ATLANTA CONSTITUTION,
    2/11).  The NBA         "appears just too pleased with itself,"
    according to Bernie Lincicome (CHICAGO TRIBUNE, 2/12).
    

    Print | Tags: McDonalds, MLB, NBA, NHL, TBS/TNT
  • USTA LAUNCHES MULTI- MILLION DOLLAR IMAGE BOOSTING CAMPAIGN

         A three-year, $15M initiative from the USTA and the Tennis
    Industry Association received a positive response from retailers
    and others at the Super Show, writes Richard Sandomir of the N.Y.
    TIMES.  The plan combines a 25-city campaign to offer free
    lessons to novice tennis players and an "image-boosting" ad
    program aimed at youngsters to "prove that tennis is as cool as
    basketball."  Six-thousand teaching pros will be deployed for
    "Play Tennis, America," which organizers hope will turn on
    "enough new players to pay for instruction and equipment."  An ad
    agency has yet to be chosen for the image campaign (N.Y. TIMES,
    2/12).
    

    Print | Tags: USTA
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