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SBD/16/Sponsorships Advertising Marketing
USA TODAY EXAMINES THE APPEAL OF THE ALL-WOMEN YACHT RACERS
Published March 16, 1995
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).