SBD/7/Sponsorships Advertising Marketing

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).
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Related Topics:

ATP, IBM, NBA, PGA Tour

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