SBD/6/Sponsorships Advertising Marketing

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  • BAY AREA COMPANIES ENGAGING IN SOME COMMUNITY SERVICE?

         During halftime of ABC's broadcast of the Pro Bowl, SI's
    Peter King reported on Deion Sanders and his sponsorship deal
    with Sega.  According to King, there are two other corporations
    in the Bay area that are lining up to pay up to collectively more
    than $1M to Sanders.  King:  "So in essence, the 49ers aren't
    going to have to foot the bill for Sanders' contract.  And, this
    has a lot of NFL owners up in arms" (ABC, 2/5).  Will McDonough
    reports Sega's deal with Sanders is a base of $1.2M that becomes
    $2.5M if he stays with the 49ers (BOSTON GLOBE, 2/5).  Fred
    Edelstein said Sanders' agent, Eugene Parker, told the 49ers that
    Sanders wants $5M, but "that all of the money does not have to
    come from the 49ers" ("NewSport," PRIME, 2/5).
    

    Print | Tags: ABC, NFL, San Francisco 49ers, Sports Illustrated, Walt Disney
  • GATORADE INCREASING ITS PRESENCE ON THE NASCAR CIRCUIT

         Gatorade is increasing its NASCAR sponsorship to a "presence
    at every NASCAR event in every division, signage and/or coolers
    in almost every NASCAR pit and an add-on award entitlement for
    every NASCAR race."  The Gatorade Front Runner Award is to be
    presented during the halfway mark of every NASCAR race via
    broadcast mentions.  This new program replaces Gatorade's
    sponsorship of a car and the "Circle of Champions" promo.  Bill
    Schmidt, VP/Worldwide Sports Marketing for Gatorade: "The drivers
    were aware of the old program, but the awareness was not high
    among consumers, so we wanted to develop something that would
    raise that awareness level" (Terry Lefton, BRANDWEEK, 2/6).
    

    Print | Tags: NASCAR
  • MARKETPLACE ROUND-UP

         MORE FROM THIS WEEK'S BRANDWEEK:  MasterCard is close to
    signing as the first returning top-level World Cup sponsor, in a
    deal sources valued at $20M....Anheuser-Busch will leverage its
    official ties to the PGA and Senior PGA Tour to boost its
    Michelob line with a $4-5M cross promotion with Wilson Sporting
    Goods.  Michelob, Michelob Light and Michelob Dry consumers will
    receive a certificate redeemable at participating pro shops for a
    free three-pack of Wilson's Ultra 500 golf balls....L'Oreal
    signed on as a sponsor of America3, the all-female America's Cup
    racing team.  L'Oreal joins 14 other sponsors including Gillette,
    Motorola, Chevrolet and GLAMOUR....Nestle will promote its NBA
    sponsorship through a contest offering consumers a trip to the
    '95 NBA Finals as a special member of the crew of "NBA Inside
    Stuff."  Ten-second promos on "NBA Inside Stuff" and print ads
    will support the contest (BRANDWEEK, 2/6 issue).
         OTHER SPORTS MARKETING NEWS:  USA TODAY's coverage of the
    Super Show focused on the continued success of in-line skating.
    The National In-Line Hockey Association expects the sport to grow
    to 7.5 million participants in 1996 (Michael Hiestand, USA TODAY,
    2/6)....Karsten Manufacturing, maker of Ping golf clubs, has
    "climbed on the bandwagon of niche marketing" with its Ping Zing
    2 Ladies clubs.  Titleist/FootJoy also promises to increase "the
    noise level" of its commitment to women's golf with interaction
    with LPGA pros and the hiring of Sandy Jaskol as full-time
    women's promotional manager (Ft. Lauderdale SUN-SENTINEL,
    2/5).... Nestle will help celebrate Babe Ruth's 100th birthday
    with three "nostalgic, 1920's period" TV spots linking him to
    their Baby Ruth candy bar (Nestle)....Taco Bell's "Border Lights"
    fat-free line of food, to be announced this week, is "given a
    better-than-even chance of success by industry analysts" (WALL
    STREET JOURNAL, 2/6)....Coors will begin test marketing Zima
    Gold, "aimed at men who want a heartier taste than that of the
    regular Zima" (N.Y. TIMES, 2/6).... U.S. soft drink exports to
    Japan rose by 340% and beer exports rose 185% during the 11-month
    period ended November 30, 1994 compared with the same period the
    year before, according to the Commerce Department (KNIGHT RIDDER,
    2/6).
    

    Print | Tags: Anheuser Busch, Acushnet, General Motors, LPGA, MasterCard, Motorola, NBA, PGA Tour, Wilson Sporting Goods
  • NFLP LOOKING TO RING UP CREDIT CARD CATEGORY

         "Topping the shopping list" for NFL Properties this
    offseason are new agreements in the credit card and computer
    categories, according to Terry Lefton in this week's BRANDWEEK.
    The two categories are currently held by American Express and
    Zenith Data Systems.  AmEx "had done little to leverage its
    sponsorship until this past season," when it tied in with Foot
    Locker and Logo 7 in an NFL 75th anniversary promo.  While
    sources in Miami for last week's Super Bowl said that AmEx is
    likely to re-up, there is also talk that NFLP is talking to Visa
    and CitiBank.  As for the computer categories, NFLP has not
    determined how to split hardware and software.  But IBM, Compaq
    and Microsoft "are the obvious targets, each already a top buyer
    of NFL air time."  The NFLP is "wary" about a long-term deal, in
    case technology renders "the installed base of hardware and
    software obsolete" (BRANDWEEK, 2/6 issue).
         OTHER NFLP NOTES:  After this year's "successful throwbacks
    promotion," NFL owners are "sold on the value of alternate
    uniforms."  The league is working on a plan to "evolve" many
    clubs' regular jerseys and add special events jerseys, such as
    the Cowboys.  NFLP Senior Dir of Apparel Licensing Jeff Sofka:
    "Our problem is no longer convincing the clubs.  It's determing
    which is first in line for a new jersey."....With Reebok on board
    as top-line NFL Pro Line licensee, "the talk among marketers in
    Miami was how long it would be before the league brought in
    Nike."  But one NFL exec countered: "We don't want to get into a
    situation where Nike's the lead dog.  The NFL doesn't need Nike;
    Nike needs the NFL.  We're not the NHL after all."....Hershey
    will add a national promotional element to its sponsorship in
    '95.  Last season, Hershey ran programs in select markets, tying
    in local teams and retailers (Terry Lefton, BRANDWEEK, 2/6).
    

    Print | Tags: American Express, Dallas Cowboys, hp, IBM, Microsoft, NFL, NHL, Nike, Reebok, Visa
  • REEBOK ANNOUNCES GLENN ROBINSON SIGNING AT SUPER SHOW

         Reebok announced at the Super Show that it has "won one of
    the fiercest endorsement battles in recent basketball history,"
    in signing Glenn Robinson.  Reebok plans to use him in all
    marketing communications.  His first appearance in ads could be
    this spring in a spot called "Moms," featuring the mothers of
    several Reebok basketball endorsers talking about their sons
    (ADVERTISING AGE, 2/6 issue).
         CONVERSE READY TO PLAY "HARDBALL":  Converse will unveil a
    new brand positioning for its performance line in July -- called
    "Hardball."  Converse President Mickey Bell:  "Hardball is the
    new vision for Converse performance -- it's an attitude, a style,
    a mindset and a strategy we have adopted to achieve our goals of
    becoming number-one in basketball, breaking through the second
    tier cluster of companies to become the number-three athletic
    brand in the United States and the number-five brand worldwide."
    The campaign will be supported by the company's first 60-second
    ad featuring six Converse basketball endorsers:  Larry Johnson,
    Kevin Johnson, Latrell Sprewell, J.R. Rider, Julius Erving and
    Larry Bird.  The flagship shoe will be the $80 R.A.W. Energy
    shoe, worn by Kevin Johnson (Converse).  Converse's performance
    line will also carry a new logo beginning next fall -- "a
    variation of its classic blue star logo called shooting star" (AD
    AGE, 2/6 issue).
         REEBOK'S OTHER HOOP SUPERSTAR:  BET's "Off the Court"
    profiled Shaquille O'Neal and his endorsements. Magic GM Pat
    Williams:  "Let's face it.  Shaq has come on at exactly the right
    time -- when the sport was hungry for a visible sports figure who
    could serve as the role model" (BET, 2/4).
         THE SLOW BOAT JUST GOT SLOWER:  The athletic footwear
    industry should be forced to raise prices if the U.S.'s decision
    to impose $1.08B in punitive tariffs on China goes into effect on
    February 26, as expected (N.Y. POST, 2/6).
    

    Print | Tags: Converse, Orlando Magic, RDV Sports, Reebok
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