SBD/16/Sponsorships Advertising Marketing

USA TODAY EXAMINES THE APPEAL OF THE ALL-WOMEN YACHT RACERS

     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).
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