SBD/27/Sponsorships Advertising Marketing

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  • AMERICA3'S CREW CHANGE FORCES LIFETIME TO ADAPT

         Lifetime Television has made some changes to its support of
    their $1M sponsorship of the all-female America's Cup racing
    team, America3 since tactician Dave Dellenbaugh was added to the
    crew.  The network's eight daily TV spots have been pulled from
    the air, and Lifetime is "frantically editing new spots that
    couch the all-women issue."  Brian Donlon, Lifetime's VP/Public
    Affairs, "was clearly rattled," but said the network would
    continue with "full support":   "It's going to cost a lot more to
    remake everything."  A special on America3 to air April 8 was
    "scrapped."  A new show is being shot (Lara Weber, CHICAGO
    TRIBUNE, 3/26).
    

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  • CAN SPORTS RETAILERS RECOVER FROM LABOR STRIFE?

         "After a disappointing holiday season, the slumping sports-
    retailing business faces a big challenge:  Can spring and summer
    sales make up for a mild winter and labor disputes," according to
    Molly Baker in her small-stock focus in this morning's WALL
    STREET JOURNAL.  Sports superstores are getting "mixed reviews"
    on Wall Street and a disappointing 4th quarter at Sports &
    Recreation and a bankruptcy filing by SportsTown have brought
    most stocks to new lows.  Some analysts are showing no interest
    in sports retailers' stocks, but others see this as a time to buy
    while they are "at real value and the superstore penetration of
    the sporting goods market is a mere 5% to 6%."  So far this year,
    Sports & Recreation is down 59% while The Sports Authority has
    slipped 7.4% -- both on NYSE.  SportMart has fallen 24% on
    Nasdaq.  Analysts say superstore companies are going to have to
    meet, if not exceed, expectations for at least a few quarters
    before investors "take notice."  The return of Michael Jordan
    "has added a few extra points to mild" 1st quarter sales (WALL
    STREET JOURNAL, 3/27).
         NOT IN THE CARDS?  Topps' 4thQ net income fell 78% on lower
    sales as the company "continued to feel the effects of labor
    disputes in professional sports."  The company said that net
    income for the three months ended February 25 totaled $1M,
    compared with $4.6M a year earlier.  Sales fell 12% to $56.6M
    from $64M.  For the year, net income fell 41% to $15.7M from
    $26.6M a year earlier (N.Y. TIMES, 3/27).
    

    Print | Tags: The Sports Authority
  • DISNEY WILL HANDLE IN- STADIUM DODGER MERCHANDISING

         The Walt Disney Co. is teaming up with the Dodgers to handle
    the team's merchandising operations at Dodger Stadium.  The
    agreement is the first that Disney has signed that does not
    involve any of its own products.  Terms were undisclosed, but it
    was disclosed that no Disney characters will be involved.  Dodger
    and Disney officials say they are considering "creating a host of
    new Dodger merchandise, ranging from fashionable jerseys to a
    possible team mascot.  Even a Tommy Lasorda doll might not be out
    of the question."  Dodger VP/Marketing Barry Stockhamer:  "We'll
    be examining a lot of different things."  Chuck Champlin of
    Disney's consumer-products division said the agreement with the
    Dodgers is a natural evolution for the company after its
    merchandising success with the Mighty Ducks and the play "Beauty
    and the Beast on Broadway."  The Dodger deal could be the first
    of other merchandising agreements for Disney.  Champlin:  "In
    cases where it makes sense, ... we'd like to pursue it" (Kelly
    Barron, ORANGE COUNTY REGISTER, 3/26).
    

    Print | Tags: Anaheim Ducks, Anaheim Sports, Los Angeles Dodgers, News Corp./Fox, Walt Disney
  • IS RUSSIAN ROCKET READY TO TAKE OFF? CANUCKS, NHL HOPE SO

         The marketing appeal of Canucks winger Pavel Bure is
    examined by Neil Campbell of the Toronto GLOBE & MAIL, who notes
    that two months of "lackluster play and controversial headlines
    have done little to smooth the Bure sales pitch."  Glen Ringdal,
    VP/Marketing for the Canucks, who take an undisclosed percentage
    of any endorsement revenue:  "There are going to be ups and downs
    during any long-term period, times when an athlete is hot and
    times when he's not.  Our estimate is that within five years
    Pavel's full marketing potential should be understood."  Campbell
    notes that the team, along with New York-based marketing firm J.
    Michael Bloom, have been working to "milk" Bure's potential: A
    Vancouver-based author is being sought to write a pictorial bio
    of Bure for the holidays; a video biography will be released in
    late summer; Bure has landed a bit part in Disney's next Mighty
    Ducks movie; the NHL has bought marketing rights to seven Russian
    hockey teams -- with Bure to pitch uniform jerseys; Canstar is
    launching an equipment campaign based around Bure and the
    "Pavelocity" slogan; Nike is apparently "extremely interested" in
    using Bure for both cross-training and street-hockey campaigns;
    and, Coca-Cola and GM are possibile endorsements.  Ringdal:  "We
    have reason to believe he could achieve the levels of Mario
    Lemieux, perhaps even Wayne Gretzky at some point. ... Because of
    his language barrier and his personal demeanor he comes across in
    a James Dean sort of way.  He's got the look and the attitude"
    (Toronto GLOBE & MAIL, 3/27).
    

    Print | Tags: Coca-Cola, NHL, Nike, Canucks Sports and Entertainment, Vancouver Canucks, Walt Disney
  • MARKETPLACE ROUND-UP

         Homestead Motorsports Complex has secured Jiffy Lube as
    title sponsor for its grand-opening race November 3-5.  The Jiffy
    Lube 300, NASCAR's South FL debut, will be televised live on CBS
    (MIAMI HERALD, 3/24)....Time Warner, seeking to reduce its debt
    load, plans to sell part or all of its 24.5% stake in Atari
    (BLOOMBERG BUSINESS NEWS, 3/25)....Microsoft unveiled its '95
    version of the Microsoft Complete Baseball Guide.  The Microsoft
    Baseball Daily online service, which works with the Guide, is
    available for $79.95 per season (MLB).... Spalding Sports
    Worldwide and the Women's Sports Foundation announced the
    establishment of the Spalding Team Ball Grant Program designed to
    provide balls to girls' sports teams that cannot afford the
    equipment they need (Women's Sports Foundation)....Paul Kariya of
    the Mighty Ducks has signed an exclusive agreement with Easton
    Sports to use and endorse the company's ice and roller hockey
    products (NSGA RETAIL FOCUS, 3/95 issue).
    

    Print | Tags: Anaheim Ducks, Anaheim Sports, CBS, Microsoft, MLB, NASCAR, Russell Athletic, Time Warner, Viacom, Walt Disney
  • MEASURING SPORTS & EXERCISE PARTICIPATION

         Participation in different sports and exercise activities
    was surveyed by the Nat'l Sporting Goods Association.  In-line
    skating showed the highest-growth from '93 to '94 among the 53
    sports surveyed.  In-line skating drew 19.5M participants in '94,
    a 57% increase over '93 and roller hockey grew 50%.  The top 10
    participating increases/decreases for 1994 follows:
    
    
    BIGGEST INCREASES
    BIGGEST DECREASES
    ACTIVITY
    % INCREASE
    ACTIVITY
    % DECREASE
    In-line skating
    57.20%
    Calisthenics
    21.00%
    Roller hockey
    50.3
    Tennis
    18.4
    Canoeing
    31
    Volleyball
    15.1
    Hiking
    30
    Skateboarding
    11.9
    Power boating
    27.6
    Hunting w/guns
    11.3
    Exercise w/equip
    25.5
    Fishing
    10.8
    Soccer
    21.8
    Bowling
    9.6
    Snorkeling
    21.1
    Baseball
    9.5
    Billiards/Pool
    15.6
    Roller Skating (2X2)
    8.9
    Ice Hockey
    14.5
    Water Skiing
    8.5409
    OTHER STATS: A survey by the Sporting Goods Manufacturers Assoc. measured an increase in participation in the following fitness categories from '87-93: Stair-climbing machines (974%), treadmills (348%), cross-country ski machines (132%), fitness walking (34%), free weights (27%), resistance machines (27%), stationary bicycles (17%), low-impact aerobics (13%) and swimming (3%) (SGMA).

    Print | Tags: SGMA
  • NEW TAMPA OWNERS TO THROW BUCCANEER BRUCE OVERBOARD?

         New Bucs Owner Malcolm Glazer plans to "ditch the
    swashbuckler and orange and white colors that have graced Tampa
    Bay's uniforms and helmets since the team's first season."  The
    change will not take place in '95 since the league deadline for
    logo change requests has passed.  Once the Glazers decide on new
    colors and logo for '96, they must seek approval from the NFL
    before September 1.  In Tampa, Nick Pugliese notes the team is
    traditionally at the bottom of NFL merchandising sales (TAMPA
    TRIBUNE, 3/25).
    

    Print | Tags: NFL, Tampa Bay Buccaneers
  • SEGA SPORTS LAUNCHES FIVE GAMES

         Sega Sports is launching its "Final Five" sports games:
    World Series Baseball '95," "NBA Action '95 Starring David
    Robinson," "NHL All-Star Hockey," "Golf Magazine Presents 36
    Holes Starring Fred Couples," and "ATP Tour Championship Tennis."
    Hockey, golf and tennis are available in stores, with baseball
    and basketball due March 28 (Sega).
    

    Print | Tags: ATP, NBA, NHL
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