SBD/28/Sponsorships Advertising Marketing

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  • A LOOK AT THE HEAT'S NEW AD AGENCY AND CAMPAIGN

         Three weeks ago, Micky Arison became the managing partner of
    the Heat.  Now Arison, also chair of Carnival Cruise Lines, is
    investing in the kind of "high-profile marketing that made his
    cruise line a household word."  The Heat has hired McFarland &
    Drier of Miami, which also handles the Carnival account, to
    develop advertising for the team.  Next month, the Heat will
    introduce its first-ever midseason TV and print ad campaign.
    According to Heat Exec VP/Business Ops Pauline Winick, the idea
    is to create "excitement about the team and bring back
    disillusioned fans."  Winick: "We want to get the word out that
    we have an aggressive, young, new owner in Micky Arison.  We are
    new, we listen, and we are fan-friendly" (MIAMI HERALD, 2/27).
    

    Print | Tags: Miami Heat
  • FOX/ESPN HARD AT WORK SELLING AD TIME FOR NHL BROADCASTS

         Fox Sports is "out once again trying to sell its inaugural
    NHL package," according to the current issue of INSIDE MEDIA.
    Although the network declines to comment on sales, sources say
    that Fox has sold almost half of its inventory.  Soft drink,
    computer, and telecommunications company categories "are being
    targeted."  Although the network has landed "one major deal" with
    Chrysler, other ad agency execs "are squawking about Fox's
    sizable price tags, and they're threatening to take a pass on
    hockey."  Asking prices range from $35-60,000 per 30-second spot
    for regular-season and playoff telecasts.  One sports media
    buyer: "It's more expensive than the freakin' NBA."  Sales should
    be helped by "an already tight second-quarter marketplace.
    Still, the network has a way to go to reach sell-out"
    (Brockington & Reynolds, INSIDE MEDIA, 2/28 issue).
         ESPN'S NHL SPOTS: ESPN and ESPN2 are "extremely well sold
    during the regular season," according to Jack Bonanni, Senior
    VP/Ad Sales at ESPN.  The network's NHL cost per minutes are
    cheaper than Fox, and Bonanni said "fortunately, our sponsors
    stayed with us (during the lockout); no one got out."  Among the
    advertisers with a strong presence on the hockey cablecasts are
    Visa, Dodge, Miller Brewing, A-B (Bud Ice), MCI, Nike, and
    Heineken.  A select list of sponsors have been "afforded the
    opportunity to run spots on both ESPN and ESPN2" (INSIDE MEDIA,
    2/28 issue).
         FROZEN FOODS:  Fox ran a promo ad with the Canucks' Pavel
    Bure during last night's "Melrose Place," to promote its NHL
    telecasts in April.  Bure explains the fine points of shooting by
    hitting frozen foods with his stick ("Melrose   Place," Fox,
    2/27).  This morning's TORONTO STAR chronicles the making of the
    Fox info-spots.  Fox VP/Creative Dir George Greenberg on the
    featured NHL players: "They're beginning to realize how big the
    game is getting and what big stars they can become.  We're just
    asking them to come out of their shells a little bit.  The onus
    is on us to bring out their personalities" (TORONTO STAR, 2/28).
    

    Print | Tags: Anheuser Busch, DaimlerChrysler, ESPN, Heineken, NBA, News Corp./Fox, NHL, Nike, Canucks Sports and Entertainment, Vancouver Canucks, Visa, Walt Disney
  • GOT 'EM, GOT 'EM, NEED 'EM ... DON'T WANT 'EM

         CNBC's Scott Cohn examined the effect of the baseball strike
    on the trading card industry.  Cohn said retailers have cut back
    their orders during the work stoppage, and "with the game in
    shambles, even the classic cards are less in demand."  Steve
    Gould at AU Sports Memorabilia said his business was about "20%
    less than last year."  Topps said their production of cards was
    the lowest it has been in 30 years ("Market Wrap," CNBC, 2/27).
    

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  • MARKETPLACE ROUND-UP

         Celebrity golfers Joe DiMaggio, Joe Pesci, Lawrence Taylor,
    Jeff Daniels, Emmitt Smith and John Denver will join in efforts
    to raise funds for the United Negro College Fund at the 1995
    Bryant Gumbel Walt Disney World Golf Tournament.  The tournament
    is managed by Special Event Management of Stamford, CT;
    sponsorship sales are managed by People & Properties, Inc. of New
    York (J. Brown/LMC Group)....USA Basketball will form a women's
    team to play 30-40 games starting in the fall.  The NBA, USA
    Basketball's marketing agent, says the "as yet-unnamed women's
    squad" might get 6-8 TV games, including 2-3 on a broadcast
    network, as well as team sponsors and merchandising spinoffs
    (Michael Hiestand, USA TODAY, 2/28)....Ford has struck a
    multiyear deal with NBC that makes it the only domestic
    automotive advertiser on the network's Wimbledon telecasts
    (INSIDE MEDIA, 2/28).... Anheuser-Busch has bought an 80% stake
    in Chinese brewer Zhongde Brewery and will begin making Budweiser
    beer in China starting in May.  The deal is A-B's second
    significant venture in China's growing beer market (N.Y. TIMES,
    2/28).  ....CNS Inc., the maker of Breathe Right nasal strips, is
    profiled in the current issue of FORBES.  The company expects
    sales of the nasal strip will hit $12M this year and $20M in '96
    (FORBES, 3/13 issue)....To "hasten" its expansion into the
    breakfast business, Boston Chicken Inc. is in talks with a number
    of bagel chains about possible joint ventures or investments
    (WASHINGTON TIMES, 2/28).
    

    Print | Tags: Anheuser Busch, NBA, NBC, Walt Disney
  • TEAMS HOPE FOR BEST AS SELLING OF TICKETS AND ADS CONTINUE

         The efforts of the Braves to keep fans and sponsors during
    the baseball strike is examined in the current issue of BUSINESS
    WEEK.  Only one sponsor, candymaker Leaf Inc., has canceled all
    ties for '95 while "stalwarts" Anheuser-Busch, Coca-Cola, and
    Delta Air Lines are "proceeding with full sponsorship programs."
    Still, "half of last season's 105 backers are still undecided."
    Ticket sales are "more promising," since season-ticket holders
    who do not renew will "lose their claim to priority seating" when
    the new Olympic Stadium opens for baseball in '97.  Such "strong-
    armed tactics" have helped the Braves sell 20,000 seats, down
    only one-third from last year.  TBS, the Braves' station (owned
    by Braves Owner Ted Turner), will broadcast a full schedule of
    Braves games, even with replacement players.  But the network
    "could be liable for costly paybacks or makeup advertising" if
    viewers don't watch.  Kevin O'Malley, Senior VP/Programming at
    TBS Sports:  "Advertisers will ultimately end up paying only for
    what they get" (David Greising, BUSINESS WEEK, 3/6 issue).
         TIGER TOWN: The Tigers are carrying out one of their most
    aggressive marketing campaigns in years with the theme, "Tiger
    Baseball: There's No Place Like Home."  The theme was created by
    Young & Rubicam.  The Tigers have about 75 advertisers and "not
    one has said it won't sponsor the Tigers this year."  Sponsors
    will be able to renegotiate its contract if replacements are used
    (Steve Raphael, CRAIN'S DETROIT BUSINESS, 2/26 issue).
         WOULDN'T YOU LIKE TO BE A SPONSOR, TOO?  According to INSIDE
    MEDIA, expect Dr Pepper to pull out of its plans to advertise
    during the game to be held at The Ballpark at Arlington if
    replacement All-Stars are used.  Dr Pepper's HQs are located in
    Dallas (INSIDE MEDIA, 2/28 issue).
    

    Print | Tags: Anheuser Busch, Atlanta Braves, Coca-Cola, Dallas Stars, Detroit Tigers, Dr Pepper/7UP, Southwest Sports Group, TBS/TNT, Time Warner
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