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SBD/27/Sponsorships Advertising Marketing
AMERICA3'S CREW CHANGE FORCES LIFETIME TO ADAPT
Published March 27, 1995
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).