SBD/24/Sponsorships Advertising Marketing

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  • A FEW WORDS WITH NFLP PRESIDENT SARA LEVINSON

         NFL Properties President Sara Levinson is interviewed in the
    current issue of SPORTING GOODS BUSINESS.  Asked if NFL business
    has been helped by the labor problems in other sports: "Well, if
    it is a help, it's really a short term gain, and not something
    that we see as good for business."  Levinson projected 5%
    increase in retail sales over '94 totals.  On whether the
    "softness" of the sports licensed market is a temporary
    situation: "There are cycles in every business.  You always see
    swings from one direction to the other, but the onus is really on
    us to maintain that growth  and that puts an additional burden on
    us to do things that may not have been necessary in easier
    times."  Levinson noted that one area NFLP will focus on in '95
    is their NFL Kids line which includes clothing and back to school
    apparel (SPORTING GOODS BUSINESS, 2/95 issue).
    

    Print | Tags: NFL
  • ESPN EXAMINES BASEBALL'S MARKETING CHALLENGE

         ESPN's Cover Story was on "Marketing the Major Leagues," and
    the challenges MLB teams face with their marketing campaigns
    during the strike.  In their ads for this season, many teams have
    focused on the game of baseball and the experience of going to
    the ballpark.  AD AGE's Jeff Jensen: "Baseball teams can't market
    themselves using their players, that is their product and it is
    not on the field."  ESPN's Linda Cohn noted that the absence of
    players "has put creativity at a premium."   Brandon Steiner of
    Steiner Sports Marketing said this may be the first year teams
    have to go to top-notch ad agencies and marketing firms to get
    help in bringing back their fans.  The Dodgers campaign focusses
    around the theme "The Tradition Continues" and Dodgers
    VP/Marketing Barry Stockhammer said since they don't know who the
    players will be they are "promoting the team unit, the outing.
    Basically, the experience of coming out to Dodgers Stadium"
    ("Sports Center," ESPN, 2/23).
    

    Print | Tags: ESPN, Los Angeles Dodgers, MLB, News Corp./Fox, Walt Disney
  • FORTUNE SURVEY RANKS THE "MOST ADMIRED" COMPANIES

         The current issue of FORTUNE lists 395 U.S. corporations on
    a 1-10 index.  FORTUNE surveyed more than 10,000 business people
    across America on eight different attributes about the leading
    companies within their industry:  financial success,
    innovativeness, quality of products, community responsibility,
    etc.  The companies listed below either own the naming rights to
    stadiums or arenas, or those which are top sports sponsors.
    Companies are listed with their score and rank.  The top rated
    company, Rubbermaid, received an 8.65 (FORTUNE, 3/6 issue).
    STADIUM NAME SPONSORS         SPONSORS/SPORTS-RELATED
         Great Western  6.39/192       Coca-Cola           8.39/3
         Coors          6.38/196       Home Depot          8.24/5
         ARCO           6.34/202       Procter & Gamble    8.13/7
         GM             5.99/272       UPS                 8.05/9
         Delta          5.62/322       Gillette            7.91/12
         United         5.52/335       General Electric    7.84/14
         USAir          3.65/393       AT&T                7.68/19
         RCA            not rated      Disney              7.58/25
         America West   not rated      Nike                7.58/25
         Target         not rated      Shell               7.38/38
         Fleet/Shawmut  not rated      Goodyear            7.37/40
         CoreStates     not rated      Ford                7.32/44
         Arrowhead      not rated      Mobil               7.22/53
                                       Sara Lee            7.21/55
         MEDIA/ENTERTAINMENT           Federal Express     7.13/62
         Disney         7.58/25        PepsiCo             7.07/72
         Cap Cities/ABC 7.22/53        Chrysler            7.01/81
         Viacom         6.99/83        Xerox               7.00/82
         Time Warner    6.95/92        Anhesuer-Busch      6.93/95
         Turner         6.69/134       MCI                 6.90/98
         CBS            5.80/301       NationsBank         6.66/139
                                       Russell             6.58/156
                                       Texaco              6.51/169
                                       Philip Morris       6.34/202
                                       American Express    5.98/273
                                       IBM                 5.94/281
                                       Prudential          5.55/331
    

    Print | Tags: ABC, American Express, Anheuser Busch, ATT, Bank of America, CBS, Coca-Cola, DaimlerChrysler, Home Depot, IBM, Nike, PepsiCo, Procter and Gamble, Sara Lee, Time Warner, UPS, Viacom, Walt Disney, Xerox
  • LOOKING AHEAD TO SUPER BOWL XXX IN PHOENIX

         The most recent issue of ARIZONA BUSINESS JOURNAL features a
    front page story on local AZ business vying for Super Bowl XXX
    business.  NFL officials say they will do most of the purchasing
    of goods and services for the Super Bowl "from as many small,
    minority and women-owned businesses as possible."  This week,
    nearly 200 small- and medium-businesspersons signed up for "How
    to Become a Super Bowl XXX Vendor/Supplier" workshops headed by
    Super Bowl XXX Exec Dir Steve Patterson (ARIZONA BUSINESS
    JOURNAL, 2/22).
    

    Print | Tags: NFL
  • MARKETPLACE ROUND-UP

         The latest Reebok ad features White Sox slugger Frank Thomas
    and pushes the "Big Hurt" signature collection of Reebok baseball
    and Preseason cross-training shoes.  The ad will appear
    nationally on Turner Broadcasting's NBA telecasts, NBC's NBA
    telecasts and MTV Sports.  The ad campaign will be supported by
    print ads in publications such as INSIDE SPORTS, SPORT and THE
    SPORTING NEWS (Reebok).... From SPORTING GOODS BUSINESS:  Head
    Sports Wear announced that Gabriela Sabatini will serve as the
    company's first ever worldwide corporate spokesperson....VF
    Corp., the parent company of Nutmeg Mills and Lee Apparel,
    recently launched Lee Sport, a line of sports licensed apparel,
    outerwear and denim items which will be in retail stores this
    fall (SPORTING GOODS BUSINESS, 2/95 issue).
    

    Print | Tags: Chicago White Sox, NBA, NBC, Reebok
  • NIKE HELPS RAISE AWARENESS OF HIV WITH NEW "JUST DO IT" AD

         The latest of Nike's "Just Do It" ads, created by Wieden &
    Kennedy, features Ric Munoz, an L.A. road runner who has run 64
    marathons since he learned he had the AIDS virus in '87.  The 30-
    second ad, which began airing nationally this month, shows Munoz
    running through Malibu Canyon State Park in L.A.  As the scenery
    changes, captions read in sequence: "Ric Munoz, Los Angeles; 80
    miles every week; 10 marathons every year; HIV positive; Just Do
    It."  W&K's Jim LeMaitre: "It's a way to say this is a great
    athlete, this isn't the end of the line for him, and having HIV
    is just one more thing in his day" (Gonzalez & Franzen, Portland
    OREGONIAN, 2/23).
    

    Print | Tags: Nike
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