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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).