SBD/2/Sponsorships Advertising Marketing

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  • CORPORATE REPORT: MOLSON TABS NHL LOCKOUT FOR LOSSES

         Molson Breweries says its fiscal 3rdQ net income fell 1.3%
    because of losses from the NHL lockout and higher sales of
    discount beer in Quebec.  Net income for the first three months
    ended January 1 fell to C$33.5M from C$38.2M a year ago.  Sales
    dropped 1.5% to C$507.2M from C$515M.  The company said results
    from the most recent period include pretax losses of C$5.2M from
    the loss of broadcast rights sales due to the NHL lockout
    (Toronto GLOBE & MAIL, 2/2).
         FOOTWEAR:  Both Reebok's and Nike's stock declined
    yesterday.  Reebok fell 2 3/4 to 35 1/4 after the company's
    report that earnings were lower than expected, while Nike fell 1
    1/8 to 69 7/8 over news on its planned acquisition of Canstar
    (Michael Gonzalez, WALL STREET JOURNAL, 2/2).
    

    Print | Tags: NHL, Nike, Reebok
  • MARKETPLACE ROUND-UP

         Eighteen female athletes representing 14 sports will be
    honored today in Washington at the Congressional awards ceremony
    for National Girls and Women in Sports Day.  The National Fluid
    Milk Processor Promotion Board is the official sponsor for all
    NGWSD events as part of its '95 campaign, "MILK -- What a
    surprise!"  Some of the athletes on hand:  Tracy Austin, Florence
    Griffith Joyner, Mary Lou Retton and Venus Williams
    (NGWSD/MILK)....Nancy Kerrigan has signed as an endorser for
    Arctic Cat snowmobiles (Michael Hiestand, USA TODAY, 2/2).
    

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  • PGA TOUR FORMS ITS OWN LICENSING COMPANY

         PGA Tour Commissioner Tim Finchem announced the formation of
    PGA Tour Licensing.  It will be operated by The Paradies Shops
    and Battle Enterprises, Inc., both out of Atlanta, GA.  PGA Tour
    Licensing will manage the PGA and Senior PGA Tour domestic
    licensing interests and they will immediately begin discussions
    with manufacturers and retailers of golf-related merchandise
    concerning the use of the PGA Tour trademark. The Paradies Shop
    consists of 200 specialty shop in airports around the U.S., in
    addition to 11 PGA Tour shops in nine airports.  Battle
    Enterprises serves as the licensing agent for The Collegiate
    Licensing Company and NASCAR properties, among others (PGA Tour).
    

    Print | Tags: NASCAR, PGA Tour
  • SUGAR BOWL GOES MOBILE -- IT'S NOW THE NOKIA SUGAR BOWL

         Nokia, Europe's largest cellular telephone manufacturer and
    a major U.S. supplier, signed a "multi-million dollar" deal to
    become the title sponsor of the Sugar Bowl for the next three
    games.  The December 31, 1995 game will feature the No. 4 and No.
    6 ranked teams, but the January '97 Nokia Sugar Bowl could
    potentially host the national title game.  The Sugar Bowl is the
    first major sponsorship deal for Nokia in the U.S.  Nokia holds
    an option to extend the deal for games in 1999, 2000 and 2001.
    Nokia President Kari-Pekka Wilska:  "The Sugar Bowl's tradition
    of staging national championship-caliber games and college
    football's broad appeal and national following provide an ideal
    forum to promote Nokia to American consumers."  Dennis Swanson,
    President of ABC Sports which televises the Sugar Bowl: "We are
    pleased to be associated with a fast-growing, dynamic technology
    company like Nokia."  In addition to the football game, other
    events held at the Sugar Bowl will carry the Nokia name,
    including college basketball and amateur tennis tournaments, the
    national invitational flag football championship, a road race, a
    sailing regatta, a youth soccer tournament and many social
    functions (Sugar Bowl/Nokia).
    

    Print | Tags: ABC, Walt Disney
  • SUPER SHOW SURVEYS: BRAND LOYALTY AND IN-LINE SKATING

         According to a survey by Kurt Salmon Associates to be
    released today at The Super Show in Atlanta, the $33B sporting
    goods industry is "rapidly evolving into a business of brands."
    85% of products sold by manufactures were brand labels in '94, up
    from 79% in '93.  Kurt Salmon's John Amsler: "A generic product
    doesn't have an allure in sports that it has at a grocery store."
    According to the survey, manufacturers rated "developing and
    strengthening a brand" as their No. 1 concern for '95.  Five
    sporting good brands  -- Nike, Reebok, Champion, Starter and
    Russell -- appear in the top 20 of loyalty among U.S. male and
    female shoppers for any goods (Chris Roush, ATLANTA CONSTITUTION,
    2/2).
         IN-LINE SKATING:  In another Kurt Salmon survey for the
    World Federation Sporting Goods Industry, in-line skating will be
    the "fastest growing sport" between now and 2001.  The survey
    will be released today at The Super Show.  There has been a 310%
    increase in in-line participation over the last six years (Henry
    Unger, ATLANTA CONSTITUTION, 2/2).
    

    Print | Tags: Nike, Reebok
  • THE BENEFIT OF AMERICA'S CUP TO CADILLAC AND CHEVROLET

         In Atlanta, Linda Sharp examines Cadillac's and Chevrolet's
    sponsorship of America's Cup yachts.  Cadillac "feels yachting
    and its cars are a perfect match."  Cadillac GM John
    Grettenberger:  "Yachting appeals to an upscale audience, it
    mirrors Cadillac's target demographics.  It gives us the
    opportunity to cater to loyal customers but also to entice first-
    time buyers."  Besides financial support to Team Dennis Conner,
    Cadillac works closely with the Conner team in the development of
    carbon fiber and Kevlar composites used in the hull and sails of
    the racing yachts.  Chevrolet is sponsoring America3, the all-
    female racing team.  This is the second time the company has
    delved into the America's Cup, it was a minor sponsor of Bill
    Koch's winning entry in '91.  Chevy sees yachting as a way to
    increase "brand awareness in both the luxury and sport vehicle
    segments."  And with America3, they can "express commitment to
    the female market by supporting one of the best opportunities
    women have had in sport to compete on a level playing field"
    (ATLANTA CONSTITUTION, 2/1).
    

    Print | Tags: General Motors
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