Roberts Says Taylor Suspension Was Excessive Sonic Signs Durant As First Athlete Endorser Hornets' Taylor Suspended 24 Games Fox Sports Promotes NBA In-Market Streaming ATP Offers Refund After Federer's Withdrawal Bucks, UWM Meet About Future Of Panther Arena No Practice HQ Imminent For Mavs Bettman Cautious On Sports Gambling NBPA's Roberts Talks CBA, Salary Cap In Q&A Silver Makes Call For Sports Betting
SBD/7/Sponsorships Advertising Marketing
BIG BLUE RETHINKING ITS SPORTS MARKETING STRATEGY
Published February 7, 1995
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).