SBD/7/Sponsorships Advertising Marketing

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  • BIG BLUE RETHINKING ITS SPORTS MARKETING STRATEGY

         IBM "has revamped its sports marketing strategy, winnowing
    sponsorships to just three":  the PGA Tour, the NBA and the
    Olympics, according to AD AGE.  IBM Corp. Sports Marketing
    Manager Tom Burke:  "Our thinking was let's focus on a few
    premier events and maximize the return on those investments
    instead of spreading ourselves thin just for the sake of being
    everywhere."  IBM is dropping sponsorship of the Fiesta Bowl and
    title sponsorship of the ATP Tour upon expiration in 1996.  IBM
    will stay involved in tennis' Grand Slam events, and will also
    buy ad time on those broadcasts this year (Jeff Jensen, AD AGE,
    2/6 issue).
    

    Print | Tags: ATP, IBM, NBA, PGA Tour
  • MARKETPLACE ROUND-UP

         Athletic and outdoor show retailer Just For Feet is profiled
    in this morning's USA TODAY.  The company posted 4th Q revenue of
    $18M, up 164% from a year ago.  With stores averaging 15,000-
    20,000 square feet, the chain can stock 4,000 types of shoes.
    Just For Feet has grown from seven to 20 stores, mostly in the
    Sun Belt, but there are plans to open 10 stores every year over
    the next several years (Donna Rosato, USA TODAY, 2/7)....Quaker
    Oats' sale of its U.S. and Canadian pet food units to H.J. Heinz
    for $725M was cited by Quaker CEO William Smithburg as a "logical
    and important step in the evolving realignment" of Quaker's
    portfolio.  Quaker will focus its efforts on grain-based products
    and "good-for-you" beverages, including Snapple and Gatorade
    (George Gunset, CHICAGO TRIBUNE, 2/7)....Today's WASHINGTON POST
    reports on complaints about Coors' Zima malt beverage from
    parents, schools and local police concerning abuse of the
    beverage by teens (Jay Mathews, WASHINGTON POST, 2/7)....Burger
    King ended its relationship with Saatchi & Saatchi on the
    company's campaign aimed at children.  Burger King will now
    consolidate its entire U.S. account at Ammirati & Puris/Lintas
    (N.Y. TIMES, 2/7)....Domino's is ready to debut its new "modular"
    stores as a key part of the company's push for more carry-out
    business (TAMPA TRIBUNE, 2/7)....Boston Chicken plans to open at
    least 325 outlets this year (CHICAGO TRIBUNE,
    2/7)....Indianapolis-based Grand Slam III was awarded an NBA
    license to produce lapel pins with the likenesses of NBA stars
    (Grand Slam III).... Apparel-maker No Fear is examined in the
    latest AD AGE.  According to SPORTING GOODS BUSINESS Editor
    Andrew Gaffney, "The attitude category, though tiny, is the
    hottest area of the sporting goods apparel market.  No Fear's
    challenge is to take the plunge into the mainstream while
    preserving its cutting edge personality" (AD AGE, 2/6
    issue)....Met-Rx, a small CA-based company which makes
    nutritional products, signed Troy Aikman as a spokesperson.  A
    $1.1M, 3-week spot TV and radio campaign with Aikman begins
    February 27 for the line of powdered drinks and bars (BRANDWEEK,
    2/6 issue).
    

    Print | Tags: Burger King, NBA
  • NIKE-WIEDEN & KENNEDY MARRIAGE ON THE ROCKS?

         The relationship between Nike and its ad agency, Wieden &
    Kennedy, "is becoming less important as Nike is forced to focus
    its attention beyond the U.S.," according to the latest issue of
    ADVERTISING AGE.  One "Nike insider" said that the agency, with
    offices in only Portland, OR, and Amsterdam, "may lose some U.S.
    creative work this year."  Wieden & Kennedy was involved in
    Nike's upcoming $60M revived "Just do it" campaign, which will
    include a Spike Lee-directed spot featuring Michael Jordan and
    Lee's Mars Blackmon character.  Last week at the SuperShow in
    Atlanta, Nike VP/Marketing Liz Dolan said the "refocus" on "Just
    do it" is not a repudiation of Wieden & Kennedy's recent efforts,
    but an attempt to "shift back to image from product-focused
    advertising."  But Dolan added:  "There was a time just three
    years ago when we and Wieden had the space to be more off the
    wall. ... But different times call for a different strategy."
    While the agency is still viewed by many as Nike's "house shop,"
    Wieden recently began an image campaign for Microsoft.  AD AGE's
    Jeff Jensen reports, "There's talk that comments within Wieden
    about Microsoft being the 'where the future of the agency lies'
    got back to Nike" (ADVERTISING AGE, 2/6 issue).
         NIKE'S EIGHT "BIG IDEAS":  Nike plans to focus its efforts
    this year on its eight "Big Ideas":  Air technology, team sports,
    sport training, its new Ndestrukt shoes, street hockey, all-
    conditions gear, soccer and Nike F.I.T. apparel.  Liz Dolan said
    the company's goal is to "dominate the field of play" (Heather
    Pauley, BLOOMBERG/WASHINGTON TIMES, 2/7).
         SWOOSH BALL:  Nike announced that it signed an exclusive
    licensing deal with sporting goods maker VSI, formerly Voit, to
    place the Nike label on soccer balls, footballs, basketballs and
    volleyballs.  A Nike soccer ball is expected this spring.  While
    the sale of Nike balls will be restricted to authorized dealers
    of Nike footwear, the company also hopes to sell to schools.  It
    is Nike's third licensing deal since last week when they
    announced deals with Jantzen on swimwear and H.H. Cutler on
    children's clothing (Jeff Manning, Portland OREGONIAN, 2/3).
    

    Print | Tags: Microsoft, Nike, Wieden Kennedy
  • SUPER SHOW SETS NEW ATTENDANCE RECORD

         Attendance at the annual Super Show in Atlanta "climbed
    considerably, especially among foreign participants."  Some
    113,985 attended the four-day trade show, an increase of 7.1%.
    Foreign attendees were estimated at nearly 22,000, a 32.7% jump
    from last year.  Buyers made up 78,000 of the participants, up
    9.4%.  The number of companies exhibiting was nearly 3,000, up
    6.9%.  Also, 966 members of the media covered the event (Al
    Levine, ATLANTA CONSTITUTION, 2/7).
         FOOTWEAR BATTLES DOMINATE COVERAGE:  BLOOMBERG BUSINESS
    NEWS' Heather Pauley examines the approaches announced by the
    major footwear companies at the Super Show, with Nike and Reebok
    "attacking" the team sports market.  While Reebok will not
    challenge Nike in street hockey, L.A. Gear will enter the
    category with a Wayne Gretzky-sponsored line of shoes and apparel
    (WASHINGTON TIMES, 2/7).  Reebok spokesperson Dan Shanrahan:
    "We've talked a lot about street hockey because of Nike.  But I
    have a hard time seeing kids taking off their skates just to move
    slower" (Michael Hiestand, USA TODAY, 2/7).
         OTHER SUPER SHOW NOTES:  The N.Y. TIMES' Richard Sandomir
    offers vignettes from this year's show, including Isiah Thomas'
    take on the Raptors' new logo:  "This is what the kids want."
    Thomas had no comment when asked if he would have worn the
    uniforms (N.Y. TIMES, 2/7). ....Columbia Sportswear plans to
    double its TV advertising to $4M and continue its $3M print
    campaign.  The company will also debut "concept shop" store
    displays.  Avia is embarking on a $7-10M print campaign "to
    define its image as a shoemaker for Everyman" (Portland
    OREGONIAN, 2/3).
    

    Print | Tags: Maple Leaf Sports and Entertainment, Nike, Reebok, Toronto Raptors
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