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SBD/16/Sponsorships Advertising MarketingPrint All
The '95 Budweiser Water Ski Tour and Wakeboard Series opens April 29-30 in Orlando. This is the inaugural year for Budweiser's sponsorship in the Wakeboard series. Budweiser has sponsored the Water Ski Tour since '92. Following Orlando, the tour will stop in High Point, NC; Shreveport; Philadelphia; Hartford; Detroit; Indianapolis; St. Paul; and Portland, OR before the finals August 26-27 in Seattle. The Wakeboard series will take place at every stop except Indianapolis and St. Paul (Budweiser).
Nokia, one of the world's leading makers of mobile phones, announced its decision to participate as a title sponsor in the '95 FIA Formula One World Championship Season. As a title sponsor, Nokia will work in partnership with the Tyrrell Yamaha organization and will field a team in Formula One competition around the world under the Nokia Tyrrell Yamaha team name (Nokia)....Disney announced that it is building its first resort exclusively for adults and families with older children. When the Disney Institute opens next February in Orlando, it will feature such options as rock climbing, cooking, animation workshops and golf. The Institute has signed dozens of artists and speakers to mingle with guests and perform including composers John Williams and Elmer Bernstein, jazz pianist Billy Taylor and athletes Franco Harris and Bruce Jenner (N.Y. TIMES, 3/16).
The "Cover Story" in this morning's USA TODAY Money section examines the sponsorships and promotions of America3, the all- female America's Cup team. Among the items they have licensed are a candy bar, coffee, wine and waterproof wallets. USA TODAY's Bruce Horovitz writes, "The sponsors and merchandisers that have "rallied around the all-female team clearly have deemed America3 one of the biggest marketing stories of the year." The team has attracted more than $10M in sponsorship fees from at least 10 companies, including Chevrolet, Yoplait and L'Oreal. "Its retail merchandise revenue is blowing other teams out of the water. By next week, the crew will be in several TV spots." Horovitz writes that the team has "something every marketer seeks but rarely finds: a gee-whiz factor." Nine bids are in for a TV movie about the team. A book and documentary about the team are in the works. The women are talking with several companies about a fitness video. A swimsuit calendar was rejected (USA TODAY, 3/16).
The 17th Annual ranking of the most popular TV ads by New York-based Video Storyboard Tests was released. Coca-Cola, with its polar bear spots, recaptured the top ranking. Above all, the survey showed that '94 "was the year of the comeback: the resurgence of advertisers that once scored high in the survey but had lost ground in recent years." Anheuser-Busch's Bud Light, AT&T, Miller Lite and the Energizer Bunny all finished in the top ten after "signs of waning audience interest in the 1993 survey." The top 15, in order, with last year's ranking in parentheses:1
Coca-Cola-39 Nike-42 Little Caesars-510 Taster's Choice-83 Pepsi-211 Pizza Hut-144 McDonald's-112 Budweiser-65 Bud Light-1613 Burger King-156 AT&T-1714 Ford-127 Miller Lite-1915 Diet Coke()8 Energizer-13