Nike Shifts Approach To Sponsorship As NBA Evolves TNT Scores On MLK Day With Cavs-Warriors 76ers Rising In Merch Sales, Home Attendance LPGA Committed To Joint Event With PGA Tour A-B InBev Latest To End USOC Sponsorship Warriors Hold Lavish Arena Groundbreaking Nike Will Not Include Sleeves On NBA Jerseys CareerBuilder Challenge Eyes Casual Golf Fans Fanatics Gains Rights For NBA Replica Jerseys Silver Says NBA Exploring Mexico City Franchise
SBD/6/Sponsorships Advertising Marketing
Published February 6, 1995
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).