SBD/21/Sponsorships Advertising Marketing

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  • HERSHEY LAUNCHES FINAL FOUR PROMOTION

         Hershey next month "steps up its sports marketing
    commitments with a multi-brand promotion" linked to the NCAA
    Final Four.  On March 12, Hershey, a new NCAA corporate partner,
    will unveil a Final Four-themed campaign with special offers on
    all Hershey loose candy bars.  Support for the campaign will
    include in-store promo materials giving consumers a chance for a
    trip to the '96 Final Four.  Other giveaways include Final Four
    logoed basketballs and jackets.  Pro-Serv created the promotion
    for Hershey (Pam Weisz, BRANDWEEK, 2/20).
    

    Print | Tags: NCAA
  • MARKETPLACE ROUND-UP

         Fresh off their Sharky Chardonnay, the Sharks have teamed
    with PepsiCo to "blanket" Northern CA with a limited edition of a
    Pepsi long-neck bottle to commemorate the '93-94 season (BOSTON
    GLOBE, 2/19)....The Adolph Coors Co. had a net income of $58.1M
    in '94, a "sweeping turnaround" from last year's $41.9M loss
    (ROCKY MOUNTAIN NEWS, 2/18).... PGA Tour players Jim McGovern and
    Gene Sauers and Nike Tour player Greg Bruckner have all agreed to
    play with Cobra clubs (Cobra)....GOLF WORLD reports the PGA
    Senior Tour is preparing to allow advertising to be displayed on
    the golf carts used by players during TV events (Phil Mushnick,
    N.Y. POST, 2/20)....A "Dutch Boy In The Paint" print ad promoting
    its Healthy Families America program and TNT's Sixers-Nuggets
    this Thursday, features a picture of injured Nugget LaPhonso
    Ellis, who has not played all year (USA TODAY, 2/21)....Grant
    Hill was named a "Hot Face '95" on a special edition of
    Entertainment Tonight.  ET followed Hill during All-Star Weekend.
    John Tesh asked if Hill's career is a slam dunk.  Hill: "This is
    all like a dream come true" ("Entertainment This Week," 2/19).
    

    Print | Tags: Comcast-Spectacor, Denver Nuggets, Acushnet, Nike, PepsiCo, PGA Tour, Philadelphia 76ers, San Jose Sharks, TBS/TNT
  • MORE ON THE WTA NIXING TAMPAX AS TITLE SPONSOR

         The WTA Tour's decision to turn down Tampax's offer to be
    title sponsor, which WTA Tour CEO Anne Person Worcester "had
    considered a safe business decision, albeit a distinctly
    nonfeminist message about just how unenlightened the marketplace
    remains, appears to have backfired," writes Robin Finn in the
    N.Y. TIMES.  One "unhappy tour executive": "Now we're hearing
    that women are planning to boycott our tournaments because
    they're ticked off that we walked away from the Tampax deal."  As
    Finn writes, "Perhaps that will hurt worse than any comedians'
    one-liners and male hecklers combined."  Worcester insists the
    rejection of Tampax was "grounded in economic reality, not
    backward thinking":  "Our research told us we unfortunately would
    not be able to do that had we accepted this sponsor.  We're a
    conservative sport with a high-profile sponsorship, and we've got
    to represent ourselves in 22 countries, not just this one."
    According to Tambrands spokesperson Bruce Garren, the
    negotiations were "preliminary at best" (N.Y. TIMES, 2/18).
         MARTINA CLARIFIES HER POSITION:  Martina Navratilova, WTA
    Tour Players Association President: "I have mixed emotions about
    all of this.  On the one hand, you'd like to take a strong stand
    for a product whose integrity is unquestioned, not to mention
    that, unlike tobacco, it's a product we actually use.  But event
    in the best of times, accepting and promoting this sponsorship
    would be iffy, and these are not the best of times."  Navratilova
    said she was convinced that the presence of Tampax would have an
    "adverse impact on local event sponsorships," from which the Tour
    derives its $35M in yearly prize money.  But according to
    Advantage Int'l, who brought the Tampax offer to the table,
    Navratilova's opinion was a "perfect example of the negative spin
    placed on the prospective deal by its competing agency," IMG.
    Advantage Int'l Exec VP Harlan Stone: "Anybody who talked to us
    last felt the deal was a positive step, and anybody who talked to
    IMG last felt just the opposite.  Martina had told us in November
    that she felt good about the deal; she said she didn't eat
    cheese, she didn't smoke, and she didn't drink soda, but finally,
    with Tampax, the tour had a sponsor whose product actually helped
    players perform 365 days a year" (N.Y. TIMES, 2/18).  Michael
    Heistand gives the WTA's decision to nix Tampax a thumbs down:
    "How can something so pedestrian become dangerously exotic?" (USA
    TODAY, 2/21).  And KNIGHT-RIDDER's Meri-Jo Borzilleri thinks the
    tour should have taken Tampax's offer, noting the company was
    making a "title-less title sponsor offer": "The tour shouldn't
    let snickers and puerile comments, which will grow tiresome after
    a while, drive a decision like this" (SAN JOSE MERCURY NEWS,
    2/21).
    

    Print | Tags: IMG
  • NASCAR ANNOUNCES DEALS WITH KELLOGGS AND RCA

         On the heels of this weekend's Daytona 500, NASCAR made two
    more sponsorship announcements.  Kelloggs agreed to a 3-year
    marketing program under which, the 40-plus cereal brands produced
    by Kellogg USA will become "Official Cereals of NASCAR."  Four of
    those brands -- Corn Flakes, Frosted Mini-Wheats, Frosted Flakes
    and Raisin Bran -- already sponsor Winston Cup cars.  Kellogg's
    Pop Tarts will become NASCAR's "Official Toaster Pastry";
    Kellogg's Nutri-Grain Cereal Bars becomes the "Official Cereal
    Bar"; and Kellogg's Eggo Waffles becomes the "Official Frozen
    Waffles."  Kellogg VP/Marketing Cynthia Rodman said the deal will
    allow them "to implement marketing programs for an expanded list
    of our products to a broader range of consumers."  In addition,
    RCA announced it will expand its involvement with NASCAR by
    offering a new award in the Winston Cup Series.  The "RCA Pit
    Strategy Award" will be presented in each of the 31 Winston Cup
    events held during the '95 season.  In addition, RCA will present
    $50,000 to the NASCAR Winston Cup team that wins the most RCA Pit
    Strategy Awards (NASCAR).
    

    Print | Tags: NASCAR, R J Reynolds
  • NIKE COUNTERS VIEW THAT IT MOVING AWAY FROM CELEBRITIES

         Nike Inc. has ended its relationships with both Bo Jackson
    and Dennis Hopper amid reports the company is moving away from
    celebrity-based advertising and returning to an emphasis on
    sports and fitness.  Nike VP/Commun. Keith Peters: "Nike is
    currently refreshing its 'Just Do It' message with a series of
    ads that feature celebrity athletes and everyday people."  But
    Peters said that does not mean the company is abandoning
    celebrities altogether.  The company will soon release a series
    of Spike Lee-produced spots featuring Michael Jordan's minor
    league baseball exploits (AP/SAN JOSE MERCURY NEWS, 2/21).  Nike
    Dir of Advertising Joe McCarthy:  "We tried to be entertaining
    and controversial and lost sight of what Nike is" (USA TODAY,
    2/20).  In Today's OREGONIAN, Peters "took issue" with reports
    that Nike is abandoning celebrtity ads altogther:  "We work with
    a lot of athletes.  To say that we're conciously choosing to work
    with fewer is a bit misleading" (Portland OREGONIAN, 2/21).  Last
    night's "Entertainment Tonight" reported the news of Jackson and
    Hopper being dropped.  ET's Mary Hart reports that Jackson earned
    nearly $3M in his 8-year run with Nike, while Hopper made $1M.
    USA TODAY advertising reporter Melanie Wells:  "One question in
    using celebrities is, does it really help the products, or does
    it promote the celebrities?"  Hart reports some industry insiders
    speculate Nike is changing its lineup to appear different than
    rival Reebok, which has Shaquille O'Neal as its primary endorser
    ("ET," 2/20).
         NIKE INTEGRATES AD STRATEGIES:  Nike said it is reviewing
    its U.S. media planning and buying functions, and may consolidate
    the two this spring.  Currently Wieden & Kennedy handles planning
    and SFM Media handles buying.  Last week, McCarthy addressed
    Wieden staffers to confirm Nike's support for the agency
    (ADVERTISING AGE, 2/20 issue).  Meanwhile, W&K and McCann
    Erickson released details of their worldwide alliance to develop
    a "broader global marriage" for the Nike account (BRANDWEEK, 2/20
    issue).
         FITNESS FIRST, OR BRAND AWARENESS?  Reebok will open Reebok
    Sports Club/NY on April 1.  It is a $55M fitness complex that may
    "raise the bar on retail-level brand interactivity in the
    sporting goods business," according to Eric Hollreiser in
    BRANDWEEK.  Reebok will not say if it is launching a chain of
    fitness clubs, "but the fitness club-cum product testing ground
    fits its strategy" (BRANDWEEK, 2/20 issue).  BUSINESS WEEK
    profiles the rise of manufacturers opening their own flagship
    retail stores.  Mary Kuntz explains the rise of the specialty
    stores, such as Niketown: "The consolidation of department store
    chains has left manufacturers with fewer stores to sell to.  And
    profit-starved retailers have been pushing their own competing
    private-label brands" (BUSINESS WEEK, 2/27 issue).
    

    Print | Tags: Nike, NikeTown, Reebok, Wieden Kennedy
  • TEXACO CUTTING BACK ITS PARTICIPATION IN MLB ALL-STAR GAME

         While Texaco will again sponsor fan ballots for the MLB All-
    Star Game, the company will not actively participate in pushing
    the vote.  Last year, Texaco used its service stations as an
    outlet for fans to vote.  This year, fan voting will strictly be
    conducted in the ballparks.  AP's Skip Wollenberg writes, "Texaco
    faces a dilemma shared by dozens of companies that rely on major
    league baseball games as a way to advertise their products and
    services."  Companies like Texaco, a charter sponsor of The
    Baseball Network, have a while before deciding on their strategy,
    because the first TBN broadcast is not until the All-Star Game.
    But other advertisers must decide more quickly.  ESPN Exec VP Ed
    Durso, whose network carries its first game April 2:  "I'd be
    less than candid to say demand was as robust as we had hoped it
    would be.  Some are directing their money elsewhere, but we
    continue to press ahead under what is a more difficult
    situation."  But Tribune Broadcasting Exec VP Dennis FitzSimons
    said, "We have been pleasantly surprised by the willingness of
    our sponsors to stay with us."  The Tribune Co. also owns the
    Cubs (ATLANTA CONSTITUTION, 2/20).
    

    Print | Tags: Chicago Cubs, ESPN, MLB, Walt Disney
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