SBD/14/Sponsorships Advertising Marketing

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  • COCA-COLA GETS READY TO LAUNCH SUMMER MARKETING EFFORT

         Coca-Cola Co. "will unleash a multi-tiered sports and
    musical promo blitz that solidifies ties to the NBA, activates
    its 1996 Atlanta Olympics sponsorship" and reprises its "Red Hot
    Summer" contest with a heavy radio push, according to the current
    issue of BRANDWEEK.  The "onslaught" unfolds this week with the
    "biggest-ever effort for Sprite," an NBA-themed under-the-cap
    game featuring point-of-purchase ads other promotions with
    Pistons rookie Grant Hill in national ads and 16 other NBA stars
    in their local markets.  In May, Classic Coke, Diet Coke and
    Powerade join Sprite for an "Olympic Ticket" giveaway of 100
    instant-win trips.  Point-of-purchase displays will include the
    Olympic torch and rings.  The "Red Hot Summer" campaign will
    focus on Coke's 20-oz. contour bottle.  A national give-away of
    25 Ford Explorers and discounts at Foot Locker will be augmented
    with vehicle and local-event ticket giveaways.  The "Red Hot
    Summer" campaign will be supported by radio ads aimed at a young
    demo (Karne Benezra, BRANDWEEK, 3/13).
    

    Print | Tags: Coca-Cola, Detroit Pistons, Foot Locker/Venator Group, NBA, Palace Sports & Entertainment
  • DREXLER TO HOUSTON COULD BE A BOOST TO AVIA

         The recent trade of NBA all-star Clyde Drexler from the
    Blazers to the Rockets "has been good news" for footwear maker
    Avia, according to Anita Marks of the OREGON BUSINESS JOURNAL.
    Drexler and his "trademark Avia hightops" have been "soaking up
    priceless free publicity" ever since he went to Houston.  Tim
    Haney, Promotions & Merchandising Dir for Avia: "Clyde has gotten
    more national exposure in the last two weeks than he has in the
    last 11 years in Portland.  We have to determine how we want top
    make that work for us."  IMG's Bill Strickland:  "Avia needs to
    make a decision about putting some serious advertising and
    promotional money behind Clyde.  Packaged right, they can go a
    long way and make a huge splash" (OREGON BUSINESS JOURNAL, 3/3-
    10).
    

    Print | Tags: Houston Rockets, IMG, NBA
  • HOOTERS WILL TITLE SPONSOR POWER BOAT TOUR

         Hooters and the American Power Boat Association announced
    the creation of the Hooters Formula-1 P.R.O.P. tour, with
    $250,000 in total prize money.  The tour begins its inaugural
    season May 6 in Orlando.  Boston; Bay City, MI; Saskatoon,
    Canada; Cincinnati; Jacksonville; and St. Louis will also host
    races.  ESPN, ESPN2 and several int'l networks will televise the
    events.  Hooters' VP/Marketing Mike McNeil:  "This sponsorship
    dovetails nicely into our other sports marketing programs.
    Hooters supports a variety of racing series because we view it as
    an integral part of the American lifestyle" (Hooters).
    

    Print | Tags: ESPN, Walt Disney
  • MARKETPLACE ROUND-UP

         Gillette kicked off a $100M ad campaign March 11 on CBS'
    broadcast of the Big East Conference tournament.  The new global
    campaign marks the first shift in the "Best a man can get" spots
    since their introduction in '89 (AD AGE, 3/13 issue)....Evian
    Natural Spring Water has signed on as the Official Water of the
    Women's Professional Volleyball Association.  Evian is currently
    involved with the AVP, including sponsorship of the Evian Indoor
    Tour.  Evian's participation includes logo ID in all advertising
    and promotional efforts (WPVA/Evian)....Cadbury Schweppes said
    yesterday it has acquired fewer shares of Dr Pepper-Seven-Up Cos.
    than previously thought, but still owns 98.7% of the beverage
    company (S.F. CHRONICLE, 3/14).....Reebok sponsored a symposium
    entitled "Training Americans To Be More Physically Fit:  An
    Exercise In Working Out The Solutions."  The seminar includes Tom
    McMillen, Co-Chair of the President's Council on Physical Fitness
    and Sports, and other leading health and fitness experts
    (Reebok)....Gordie Howe, Johnny Bench and Tom Osborne will appear
    at The World of Licensed Products Show during the NSGA World
    Sports Expo '95 in Chicago, July 16-18 (NSGA)....Footwear company
    Wolverine World Wide launches a national TV campaign for its work
    boots.  TV ads premiere this week on ESPN and CBS's NCAA
    basketball coverage (USA TODAY, 3/14)....Sports Media, Inc.,
    which designs team yearbooks, said its Super Bowl Supr Bowl XXIX
    books have shown a 58.6% sale rate on newsstands.  These results
    have prompted the company to publish an additional six MLB
    specials, four NBA specials and an NHL special (Sports Media).
    

    Print | Tags: CBS, Dr Pepper/7UP, ESPN, MLB, NBA, NCAA, NHL, Reebok, Viacom, Walt Disney
  • MOTORSPORTS SPONSORSHIP NEWS

         NASCAR drivers will be going to "Opryland USA in Nashville."
    In a three year agreement NASCAR has designed "Opryland USA" as
    the official "NASCAR Destination.".... Rusty Wallace Bagels,
    Capital Brokerage of Charlotte and the Rusty Wallace Charitable
    Foundation have signed an agreement to create a line of high
    quality, healthy food products for distribution and sale at local
    markets.  The first food venture is Rusty Wallace "Wheels"
    Bagels....The UAW, Ford Motors and United Intergrated Benefits
    Insurance have joined forces to sponsor a new NASCAR Busch Series
    Grand National race team (ERNIE SAXTON SPONSORSHIP MARKETING
    NEWS).
    

    Print | Tags: Anheuser Busch, NASCAR
  • THE CBA WANTS IN ON THE LICENSING BANDWAGON

         The CBA Board of Directors announced that Brian Hakan and
    Associates has been hired to manage and organize the league's
    first-ever league-wide licensing and merchandising program.  The
    K.C.-based Hakan & Assoc. oversees a similar program for the IHL
    and ABC's "Monday Night Football" and "Wide World of Sports."
    CBA Commissioner Tom Valdiserri:  "Sales of professional sports
    merchandise has exploded over the last five-to-10 years, it is
    time that the CBA claim its share of the business. ... [In two
    year] we hope to have the market saturated with our products."
    Valdiserri said the league will market new logos, nicknames and
    colors (CBA).
    

    Print | Tags: ABC, Walt Disney
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