SBD/15/Sponsorships Advertising Marketing

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  • ADIDAS, NIKE AGENCIES GOING IN DIFFERENT DIRECTIONS

         While Nike is moving beyond its exclusive arrangement with
    Portland-based ad agency Wieden & Kennedy, Adidas' longtime
    agency, London-based Leagas Delaney, is opening an office in
    Portland to service Adidas' U.S. account.  Adidas only spent $4M
    on U.S. advertising in the first nine months of '94, compared to
    Nike's $108M, according to Competitive Media Reporting.  But,
    despite the advertising gap, Adidas captured 10% of the American
    sports shoe market verses Nike's 33%.  According to ADVERTISING
    AGE's Dagmar Mussey, Leagas' opening of an office in Portland
    "indicates Adidas' desire to regain its supremacy in the U.S.
    market, where it led the sports shoe category in the early
    '80's."  Adidas will drop Team One, the agency that had handled
    advertising in the U.S. only.  Adidas Chair/CEO Robert Louis-
    Dreyfus:  "It will take another two years until Adidas is as
    healthy as rivals Nike or Reebok" (ADVERTISING AGE, 2/13).
         WIEDENING GAP?  Wieden & Kennedy are expected to align with
    McCann-Erickson Worldwide to pitch for Nike's ad campaigns in the
    Asia-Pacific area and Japan, and they may join for a March pitch
    for Eastern Europe.  According to AD AGE's Jeff Jensen, Nike "has
    grown frustrated" with Wieden & Kennedy's expansion efforts and
    told the agency it will have to work with other agencies on work
    outside the U.S.  Nike's international advertising is currently
    handled by Weiden's Portland and Amsterdam offices (AD AGE,
    2/13).
    

    Print | Tags: Nike, Reebok, Washington Nationals, Wieden Kennedy
  • ESPN LOOKING FOR BIG MONEY IN ESPNET SPONSORSHIPS

         ESPN is asking "a whopping" $1M for charter sponsorships of
    it's ESPNET online service that will expand from Prodigy to the
    World Wide Web and other online services next April, according to
    the current issue of ADVERTISING AGE.  ESPNET has been
    advertising-free to date and "already has developed" editorial
    content for its online expansion.  That expansion will include a
    sports statistic database from ESPN's recently-acquired Sports
    Ticker.  Dick Glover, Senior VP of ESPN Enterprises:  "As far as
    advertising content goes, that's a blank page.  There are a lot
    of ways to measure it.  There's screen sizes, screen pages,
    number of accesses, or user time spent."  ESPN "is sure to
    approach" Anheuser-Busch as a potential ESPNET client, as the
    brewer "helped launch the channel and has been a major advertiser
    since" (Joe Mandese, ADVERTISING AGE, 2/13).
    

    Print | Tags: Anheuser Busch, ESPN, Walt Disney
  • MARKETPLACE ROUND-UP

         PepsiCo shares climbed 1 5/8 to 38 5/8 after PepsiCo CEO
    Wayne Calloway announced a restructuring of their restaurant
    division and projected higher 1st quarter earnings.  Regarding a
    USA TODAY report yesterday that PepsiCo might spin off its
    restaurants (Taco Bell, KFC, Pizza Hut) into a separate company,
    Calloway said, "I doubt it" (USA TODAY, 2/15)....Canstar Sports
    has been licensed by Notre Dame to market authentic and replica
    hockey jerseys under Canstar's Bauer brand....Russell Athletic
    and NHL Enterprises have announced an agreement for Russell to
    manufacture and distribute the NHL's authentic "workout" apparel
    line for all 26 teams....Antigua Sportswear is expanding its golf
    program in '95 with the expansion of its list of golf endorsees
    and the formation of Team Antigua On Tour (NSGA RETAIL FOCUS,
    2/95 issue)....AD AGE's Bob Garfield gives a thumbs up to Fila's
    wildlife spot for its  new "Mantis" shoe.  The spot depicts a
    male praying mantis fleeing for his life from the "voracious"
    female, while wearing "Mantis" shoes (AD AGE, 2/13)....Anheuser-
    Busch denied speculation it would end its arrangement with Labatt
    for brewing Budweiser in Canada.  The two companies are in a
    legal fight over ice beer (Toronto GLOBE & MAIL, 2/15).
    

    Print | Tags: Anheuser Busch, Fila USA, Labatt Brewing, NHL, PepsiCo
  • MCDONALD'S SEEKS AN ON- CAMPUS PRESENCE AT GEORGIA TECH

         As the marketing and sponsorship deal between McDonald's and
    the Georgia Tech Athletic Association was being "scrutinized" by
    GA's Attorney General, Georgia Tech and the Athletic Association
    -- a private, non-profit corporation independent of the
    university -- reached agreement on a "letter of clarification"
    they hope will clear up any problems.  Georgia Tech VP/External
    Affairs Jim Langley:  "There is always an issue of how the name
    of a public university is used in a commercial setting."  The
    agreement with McDonald's includes a $5.5M gift to complete
    financing of the $12.5M renovation of Alexander Memorial
    Coliseum.  The area around the Coliseum would be called
    "McDonald's Center at Alexander Memorial Coliseum to conform to
    university tradition."  McDonald's would also need the school's
    approval before it can use Tech's logo and trademark (Henry
    Unger, ATLANTA CONSTITUTION, 2/15).
    

    Print | Tags: McDonalds
  • STATE FARM IS THERE AS SPONSOR FOR THE EVERT CUP

         State Farm Insurance signed a multi-year sponsorship
    agreement with the $400,000 Evert Cup in Indian Wells, CA, to be
    held February 27-March 5.  The event's namesake, Chris Evert,
    commended State Farm "for recognizing the increased excitement
    being generated around women's tennis."  Bruce Callis, VP/State
    Farm, noted the sponsorship fit their emerging profile as a
    "major supporter of women's sports."  The Evert Cup Finals will
    be televised on ESPN (State Farm).
    

    Print | Tags: ESPN, Walt Disney
  • THE NHL'S YOUNG STARS: WHO WILL BREAK OUT OF THE PACK?

         With its labor troubles put to rest, the NHL has returned
    its focus to building on the success of the '93-94 season and
    establishing a stronger fan base.  In addition to selling the
    game, a key element of the league's strategy appears to be the
    marketing of its young stars.  And as THE SPORTS BUSINESS DAILY
    found in an exclusive survey, the field is wide open to find the
    heir to Wayne Gretzky -- a star that not only dominates the
    sport, but transcends it.     "YOUNG AND FRESH" FACES:
    Bernadette Mansur, NHL VP of Corporate Communications, said that
    in talking to NHL marketing partners and sponsors, the league is
    hearing that "one of the strengths of this league is the fact
    that we have many young players that represent the teamwork of
    this game. ... Sponsors have come to us and want people who are
    young and fresh -- people who are new to the scene."  Our panel
    of 25 top sports industry professionals with a knowledge of
    hockey was asked for its short list of young players to keep an
    eye on -- vehicles for the league and sponsors to sell the game
    and its products.  The question: "With the exception of Wayne
    Gretzky and Mario Lemieux, who are the top, young, marketable
    athletes in the NHL?"   Our panel included members of the media,
    top agents and others in athlete management, and officials of
    sponsor companies and equipment manufacturers.  THE TOP TEN:
         1.  Pavel Bure, Vancouver Canucks
         2.  Eric Lindros, Philadelphia Flyers
         3.  Paul Kariya, Anaheim Mighty Ducks (rookie)
    tie- 4.  Sergei Fedorov, Detroit Red Wings
             Jaromir Jagr, Pittsburgh Penguins
             Jeremy Roenick, Chicago Blackhawks
    tie- 5.  Adam Graves, New York Rangers
             Brian Leetch, New York Rangers
    tie- 6.  Teemu Selanne, Winnipeg Jets
                  Radek Bonk, Ottawa Senators
         PAVEL BURE:  The 23-year old Russian was mentioned by 17 of
    the 25 surveyed and was the top choice of five.  Bure, a right-
    wing who has been selected to play in two All-Star games in his
    three years in the NHL, gained great exposure during last year's
    Stanley Cup Final.  Peter Davis, Dir of Promotions/PR at Canstar
    Sports, said Bure's "playing style is from another planet.  He
    has brought a lot of talent to the game."  One hurdle in Bure's
    marketability is his difficulty with the English language.
    Veteran hockey writer Red Fisher of the Montreal GAZETTE said
    Bure is "good looking but has a problem with the language."  Bure
    has recently been the focus of trade talks and wants to play in a
    large U.S. city, preferably New York -- which could increase his
    drawing power dramatically.
         ERIC LINDROS:  The Flyers' 6'4" center has been tapped by
    many in the industry to assume the mantle as league superstar
    after Wayne Gretzky retires.  The No. 1 entry draft pick in '91,
    Lindros was mentioned by 13 of the respondents, and picked No. 1
    by five.  One agent called Lindros a "marketing volcano just
    waiting to erupt."  Kevin Paul Dupont, hockey writer for the
    BOSTON GLOBE, believes Lindros is "finally poised to be THE
    player of the '90's."    PAUL KARIYA:  In what may be the biggest
    surprise of the survey, the Anaheim rookie was selected by nine
    of the industry's leaders, with four votes for No. 1.  Steve
    Dryden, Editor-in-Chief of THE HOCKEY NEWS, said Kariya "is one
    to watch.  He is something special.  He is going to be elite for
    years to come.  He is bright, intellectual, a perfect
    spokesperson, he is a natural."  The relationship between the
    Mighty Ducks and the Disney organization is also seen as a big
    plus for the young rookie.  As the GLOBE's Dupont says, "Disney
    built him.  The following will come."
         INTERNATIONAL FACTOR:  Although some believe the NHL faces a
    challenge in selling its foreign players, David Grant, Management
    Supervisor at Clarion Performance Properties, disagrees noting
    that the new TV contract with Fox will help the NHL market its
    foreign stars.  Grant:  "You can bet that when Fox and the NHL
    look at what games to air, they are going to be looking at where
    the players are popular.  If Bure is the big guy, you can bet
    Vancouver is going to find themselves on network TV."  Mansur
    also cited the "global outreach" that comes with the foreign
    players as a positive:  "We are an international game."
         REGIONAL STARS:  As Ron Cohen at Herman's Sporting Goods
    notes, NHL stars historically have had strong appeal on a
    regional basis.  The three players tied at No. 4 are good
    examples, and their fate as national icons could be a bellwether
    for the league's overall performance.  The Penguins' JAROMIR
    JAGR, the 22-year old Czech, was seen as "rock n' roll on ice,"
    according to one agent.  Melanie Hicks, Marketing Coordinator for
    Karhu, a hockey equipment maker, believes Jagr could step forward
    with teammate Mario Lemieux out for the season.  The Red Wings'
    SERGEI FEDOROV is a hit in the big, fan-friendly market in
    Detroit.  David Shoalts of the Toronto GLOBE & MAIL called him "a
    flashy player, and number one in Detroit."  The DETROIT FREE
    PRESS' Cynthia Lambert calls Fedorov an "untapped resource."  The
    Blackhawks' JEREMY ROENICK "has it all" according to one
    management exec, "He just needs a better team."
         OTHERS TO KEEP AN EYE ON:  Karhu's Hicks said "this could be
    the year" for the Jets' TEEMU SELANNE, although playing in small-
    market Winnipeg is seen as a disadvantage.  Ottawa's RADEK BONK
    was mentioned by the GLOBE's Dupont: "He has the hair.  He has
    the name."  The Bruins' CAM NEELY, recently signed by Nike, was
    only mentioned by one respondent.  That did not surprise Mansur
    who said the Cam Neely story isn't about the "superstar hockey
    player, it is about the superior athlete."  As Clarion's Grant
    notes, "Nike does things a little differently."
    

    Print | Tags: Anaheim Ducks, Anaheim Sports, Boston Bruins, Chicago Blackhawks, Comcast-Spectacor, Dallas Stars, Detroit Red Wings, New York Jets, News Corp./Fox, NHL, Nike, Canucks Sports and Entertainment, Ottawa Senators, Philadelphia Flyers, Pittsburgh Penguins, Southwest Sports Group, Vancouver Canucks, Walt Disney
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