SBD/27/Sponsorships Advertising Marketing

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  • A WHOLE NEW MEANING TO STOCK CAR RACING

         A new issue, Speedway Motorsports Inc., debuted on the NYSE
    Friday with a "solid push out of the gate," rising 5.5% from its
    initial offering of $18/share.  The stock closed at $19/share.
    In betting on Speedway Motorsports, a company that owns of two
    racetracks in NC and GA, "investors appear to be trying to hitch
    a ride on the exploding popularity of stock-car racing."
    Analysts said they were not surprised by the stock's strong
    start, "given the public's passion for the sport.  The issue's
    staying power is much less certain, however."  Steve Samblis,
    analyst with Empire Financial Group:  "Once the enthusiasts are
    gone, I don't think any portfolio managers are going to support
    the market.  A lot of people are going to be buying a share and
    frame it on their walls."  The WALL STREET JOURNAL also
    chronicles some of the financial problems that have plagued CEO
    Bruton Smith in the past (Emory Thomas, WALL STREET JOURNAL,
    2/27).
    

    Print | Tags: Speedway Motorsports Inc.
  • BRITISH SOCCER ENTHUSIASTS WANT BREWERY NAMES OFF JERSEYS

         Some "angry fans" of British soccer are blaming the game
    riots on the primary sponsor of soccer teams and leagues: beer
    companies.  Mark Bennett, a spokesperson for Alcohol Concern, a
    pressure group in the UK that wants brewers voluntarily to drop
    their names from team shirts: "It's quite obvious the role that
    alcohol plays in acting as a fuel for disorder."  The brewers
    deny their marketing efforts contribute to the riotous behavior.
    Bass sponsorship manager Jonathan Nye: "Football fans drink beer,
    and there's no denying that. ... There's no correlation that
    shows beer sponsorship encourages anything to do with violence or
    soccer troubles at all."  But according to Tara Parker-Pope in
    this morning's WALL STREET JOURNAL, "the troubled alliance of
    beer sponsors, soccer clubs and the rowdy fans who love them
    both, has prompted widespread criticism and even spurred some
    countries to ban alcohol-related advertising on team jerseys and
    in stadiums."  The list of soccer-club sponsors is a "veritable
    who's who of the European brewing industry," which includes Coors
    UK, a joint venture between Coors and Britain's Scottish &
    Newcastle brewery, Carlsberg, Bass, Heineken and Holsten-Brauerei
    (WALL STREET JOURNAL, 2/27).
    

    Print | Tags: Heineken
  • CRACKER JACK LAUNCHES NEW PRODUCT LINE, NEW AD CAMPAIGN

         In April, Borden will ship fat free Cracker Jack in original
    and toffee flavors to compete with a growing field of fat-free
    popcorn snacks.  A TV campaign is in the works by Grey
    Advertising and a "Bring Back Baseball" sweepstakes breaks March
    6, with an ad in USA TODAY asking for fans' solutions to the
    strike.  It is Borden's first ad campaign for Cracker Jack in
    three years.  "Bring Back Baseball's" grand prize is a trip for
    four to the Baseball Hall of Fame.  Secondary winners get their
    picture on a Donruss baseball card (Betsy Spethmann, BRANDWEEK,
    2/27 issue).
    

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  • ENDORSEMENT ROUND-UP: SHAQ IN CANADA; YOUNG PACKING A POP

         "Basketball mania is gripping corporate Canada," writes
    Gayle MacDonald of the FINANCIAL POST.  Following Air Canada's
    purchase of the Raptors' arena naming rights, Confectionary giant
    William Neilson Ltd. signed Shaquille O'Neal to a C$250,000
    endorsement deal for its Mr. Big chocolate bar.  The contract is
    the first and largest of its kind in Canada for an NBA athlete
    (FINANCIAL POST, 2/25).       STEVE YOUNG:  According to Frank
    Vuono, president of Integrated Sports Int'l, Steve Young's
    marketing rep, Young will soon endorse a beverage, a computer
    company and perhaps a video game (USA TODAY, 2/27).
    

    Print | Tags: Maple Leaf Sports and Entertainment, NBA, Toronto Raptors
  • FORMER PROPERTIES' HEADS FOR NBA & MLB TO CONSULT MLS

         MLS has entered into a consulting arrangement with Strategic
    Merchandising Associates, headed by Rick White, former president
    of MLBP, and Adrian DeGroot, former president of NBAP.  They will
    be heading up the MLS licensing and merchandising operation
    through the inaugural '96 season (MLS News).
    

    Print | Tags: MLS
  • IS APEX THE ONE ON THE BLOCK?

         "Vultures continue to circle licensed apparel maker Apex
    One," according to Terry Lefton in this week's BRANDWEEK.  Two
    marketing execs last week left the company last week.  Marketing
    Dir Diane Wentworth left to take a position at an OR software
    company, and ad/public relations  exec Dave Verieri is joining
    the Mariners.  Lefton concludes:  "Is Nike lurking in the wings
    to pick up the Apex remains?  Stay tuned" (BRANDWEEK, 2/27
    issue).
    

    Print | Tags: Nike, Seattle Mariners
  • MARKETPLACE ROUND-UP

         Nike Chair Phil Knight sold approximately $12M of his Nike
    stock on Thursday according to a BLOOMBERG BUSINESS NEWS report
    (Portland OREGONIAN, 2/24)....FROM BRANDWEEK: Colgate-Palmolive
    and Western Union will help New Line Home Video leverage a
    groundswell of public and industry acclaim into a cross-promotion
    for the home video release of the documentary "Hoop Dreams."
    Colgate-Palmolive will bundle its Speedstick deodorant and Afta
    aftershave in support of the movie's release.  Western Union will
    place displays for the movie in as many as 5,000 retail
    outlets....Nestle will continue its ongoing Baby Ruth tie-in to
    Babe Ruth's 100th anniversary with an instant-win game this
    summer offering memorabilia signed by the Babe (BRANDWEEK, 2/27
    issue).  In other Babe news, MLBP announced that the Babe Ruth
    teddy bear which was introduced in the Spring of '94 was sold out
    as of November '94, but limited editions of the bear are
    available at collector stores (MLBP)....Apparel-maker VF Corp. is
    profiled in the current issue of BUSINESS WEEK and is commended
    for its delivery system to retail outlets (BUSINESS WEEK, 3/6
    issue)....A new device that allows for aerial photos to be taken
    from the ground is profiled in the CHARLOTTE OBSERVER.  Tony
    Powers, founder of Heaven's View, has been experimenting with
    "floatography" at the site of the new Carolina Panther stadium
    (CHARLOTTE OBSERVER, 2/27).
    

    Print | Tags: Nike
  • NBAP UNVEILS ITS FULL CAMPAIGN FOR "I LOVE THIS STUFF"

         NBAP's Consumer Products Group -- the league's retail
    licensing division -- unveiled its "I Love This Stuff" ad
    campaign over the weekend.  The campaign is the league's first
    unified effort designed to promote the sale of all NBA-licensed
    merchandise, from clothing to trading cards to video games.  "I
    Love This Stuff," developed with NY-based ad agency Berlin
    Cameron Doyle, features All-Stars Hakeem Olajuwon, Shawn Kemp,
    David Robinson, Latrell Sprewell, Gary Payton and several other
    NBA players.  The campaign will air on NBC, MTV, ESPN, ESPN2,
    TNT, TBS and Nickelodeon -- and on regional NBA team broadcasts.
    NBAP calls the campaign a "key component of an integrated effort
    that includes trade advertising, retail point-of-sale materials,
    retail promotions, a buyers' reference guide and a quarterly
    newsletter."  The Consumer Products Group of NBAP generated $2.8B
    in gross retail sales in '93-94 and is projected to generate $3B
    in '94-95.  The ad campaign features six 30-second spots --
    "Dunk," "Three-point," "Cops," "Wedding," "Paperboy," and
    "Psychic" (NBA Properties).
    

    Print | Tags: Dallas Stars, ESPN, NBA, NBC, Southwest Sports Group, TBS/TNT, Time Warner, Walt Disney
  • NHL WILL TAPE NIKE/SHARKS STREET HOCKEY GAMES FOR TV ADS

         A group of Bay Area kids that are participating in the
    Nike/NHL street hockey program, will also be participating in the
    taping of a street hockey promotional TV spot for the Nike/NHL
    Street Program.  The spots will air on national and local NHL
    broadcasts on ESPN, ESPN2 and Fox.  This year, 14 NHL cities are
    participating in the street hockey program.  All 26 NHL cities
    hope to have a program by '97 (Nike).
    

    Print | Tags: ESPN, News Corp./Fox, NHL, Nike, Walt Disney
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