Stars' Gaglardi Purchases Team's AHL Affiliate Coke, Hornets Renew Long-Term Deal Bud Light Rolls Out Broncos-Themed Ad Braves Covering Early Costs Of Ballpark Bud Sticking With Clydesdales For Super Bowl Bud Light Announces Super Bowl Hospitality Plans Top Sports TV Execs Kick Off SMT Conference Braves Name Hart President Of Baseball Ops Stars Sign New TV Deal With FS Southwest TBS, FS1 Scoring With MLB Playoffs
SBD/28/Sponsorships Advertising Marketing
TEAMS HOPE FOR BEST AS SELLING OF TICKETS AND ADS CONTINUE
Published February 28, 1995
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).