SBD/13/Sponsorships Advertising Marketing

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         The Bruins announced they will not get rid of the "famed
    spoked-B" as their logo.  If they make any change to their black-
    and-gold uniform, it likely will involve only a "slight dash of
    color or minor change in design."  Bruins President & GM Harry
    Sinden: "We're not getting very far with finding anything that
    makes sense.  We've spent quite a bit of money having a look --
    not that it's been wasted money -- and here's what we found out:
    It's a pretty identifiable logo, and you'd better be careful
    before you mess it up. ... I know the league is mad at us.  We
    told them we were going to make some changes, and even if they're
    subtle changes, the league has to know what we're doing for
    marketing purposes" (Kevin Paul Dupont, BOSTON GLOBE, 3/12).

    Print | Tags: Boston Bruins

         The Coors Light Brand at the Coors Brewing Company renewed
    its sponsorship with the Women's Professional Volleyball
    Association (WPVA) for '95.  It will be Coors' sixth season of
    involvement with the league.  Steve Ritter, Dir of the Coors
    Light brand: "With the sport of volleyball celebrating its
    'centennial' this year, Coors Light is expanding its in-market
    promotions.  This includes point-of-sale items in event markets
    to draw attention to the upcoming tournaments and Coors Light's
    involvement with the WPVA" (Coors Light/WPVA).


         Dorna USA has entered an agreement with ESPN and the NIT for
    use of the AdTime rotational signage during the '95 post-season
    NIT, to be played March 15-29.  As part of the agreement, Dorna
    serves as exclusive sales rep for AdTime signage displayed during
    ESPN's NIT telecasts.  Starter, Foot Locker, Tinactin, AT&T,
    Wolverine and Spalding -- all supporting sponsors of ESPN -- have
    been signed (Dorna USA).

    Print | Tags: ATT, ESPN, Russell Athletic, Walt Disney

         Michael Jordan's decision to quit baseball is "driving
    advertisers to juggle their plans."  Nike announced it is
    shelving its Jordan baseball spott that debuted only a week ago.
    The Spike Lee-produced ads included cameos by Stan Musial, Willie
    Mays and Bill Buckner.  Nike spokesperson Tom Feuer said the
    baseball ad is getting "plenty of exposure anyway in news
    accounts":  "It hasn't been a waste of money."  Gatorade
    "accelerated the debut" of its new ad featuring Jordan on a
    "mythical but suddenly apt search for the meaning of life."  The
    Gatorade ad, filmed just three weeks ago, is scheduled to start
    airing on NBC's Sunday NBA broadcasts.  Kathryn Newton,
    spokesperson for General Mills/Wheaties, said Jordan's switch
    back to basketball would not affect their plans (AP/ N.Y. POST,
    3/11).  From the new Gatorade ad: Jordan is running through a
    desert and into the mountains to a temple where he meets a guru
    who recognizes that he has come to discover the meaning of life.
    Guru: "Life is a sport, drink it up."  Jordan: "Yeah, that's what
    I figured" (Baltimore SUN, 3/11).  McDonald's is teaming up with
    the NBA and Looney Tunes characters in a major April promotion.
    One TV ad will show Bugs Bunny playing basketball revealing at
    the end that he's really Michael Jordan in disguise.  The ads
    also include Charles Barkley and Larry Bird (WALL STREET JOURNAL,
         NIKE'S STOCK JUMPS:  Nike stock closed at $76.50, up $1.50
    for the day and continuing a "steady climb that has seen it rise"
    about 10% over the last month.  It was one of the most heavily
    traded stocks on Friday, about 50% more than normal.  Kemper
    Securities analyst Kevin Dukesherer:  "A comeback by [Jordan]
    certainly raises the stock out a little bit, and maybe gives a
    little bit of a boost to their Air Jordan line" (Jon Morgan,
    Baltimore SUN, 3/11).
         DOES HE SELL?  In Chicago, Tim Jones notes that in the four
    years since Gatorade signed Jordan, the company has expanded its
    coverage from about a dozen countries to 28.  Gatorade
    VP/Worldwide Marketing Bill Schmidt:  "A great percentage of this
    is due to Michael.  In a lot of these countries they don't know
    what a sports beverage is and they haven't heard of Gatorade, but
    they've heard of Michael."  Nike VP/Communications Keith Peters:
    "The one thing we have learned in the last year and a half is
    that Jordan certainly transcends basketball and baseball and
    maybe anything we know as sport" (CHICAGO TRIBUNE, 3/12).  ABC's
    Armen Keteyian reported Friday that an NBA official had reported
    that advertisers "are already calling in looking to cash in on
    [Jordan's] return" (ABC, 3/10).  NEWSDAY's Mike Lupica said
    Jordan's return would be "a very smart business decision because
    Michael Jordan had to take a look at what happened to Bo Jackson
    when Nike decided that they had gone as far as they could with a
    guy who could become a marginal baseball player" ("Sports
    Reporters," ESPN, 3/12).

    Print | Tags: ABC, ESPN, McDonalds, NBA, NBC, Nike, Walt Disney, Wheaties

         The current issue of BUSINESS WEEK reports on the
    shareholder lawsuits that accuse Ryka Founder & CEO Sheri Poe of
    not selling the company to L.A. Gear for the highest possible
    bid.  The piece notes that shareholders were "further incensed to
    learn" that Poe will get a "perk-laden" contract with L.A. Gear
    (BUSINESS WEEK, 3/20 issue)....Fleer Dir of Hobby Relations Ted
    Taylor said the baseball strike is the "final nail" for many mom-
    and-pop card dealers who were "undercapitalized and overly
    dependent on baseball card sales" (PHILADELPHIA INQUIRER,
    3/12)....Coca-Cola will unveil its giant men's and women's NCAA
    tournament draw banners at the sites for both Final Fours in
    Seattle and Minneapolis (Coca-Cola)....BET's "Off the Court"
    profiled businesses owned by NBA players Charles Oakley (car
    wash) and Trevor Wilson and Don MacLean (deli) (BET, 3/11).

    Print | Tags: Coca-Cola, NBA, NCAA, Oakley, Wilson Sporting Goods
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