SBD/29/Sponsorships Advertising Marketing

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  • A LOOK INSIDE NFL PROPERTIES -- FOR '94 AND BEYOND

         Following a successful year in '94, NFL Properties reveals
    their merchandising plans for '95-96 in the current issue of
    SPORTING GOODS BUSINESS.
         INSIDE THE NUMBERS:  A SGB survey of 207 retailers,
    representing 1,935 stores, shows that sales of NFLP merchandise
    increased 4.1% in '94.  Department stores and mass merchants had
    the strongest year with sales growth of 10.1%, but sporting good
    stores/team dealers "were not as optimistic, signaling a growth"
    of only 1.1% over the past year.  Due in part to the success of
    the Lions, Packers, Bears, and Vikings, the North Central region
    showed the greatest increase at 6.3%, with the West up 5%, the
    South up  2.7%, and the Northeast up 2%.  The Northeast's weak
    showing was due largely to the decline of the Giants and Eagles,
    and the warm weather at Christmas.  Of top selling brands,
    Starter led three of four categories, including headgear,
    fleece/sweatshirts, and outerwear (Greg Pesky, SGB, 3/95).
         BACK TO THE FUTURE:  With sales possibly hitting a ceiling,
    NFLP plans to "focus more closely on the core equity of football
    and the NFL," including its three-tiered merchandising plan and
    "the program each tier umbrellas:" Performance (Pro Line),
    Lifestyle (Throwbacks), and Family (NFL Kids, NFL at Home, Back
    to School, and Game Day).  Part of the plan is also to add large
    apparel companies such as Reebok, Russell, and VF Corp to reduce
    the "base of licensees" and "create a greater scarcity" of
    product to "revitalize demand."  NFLP VP/Worldwide Retail
    Licensing Jim Connelly: "There is a feeling now that our product
    is too spread out, that there is not enough innovation upstairs
    and too much dumping of our product downstairs."  Connelly cites
    Reebok's "marketing prowess" as a key component to the NFL Pro
    Line, and says NFLP will continue to push jerseys by giving more
    interpretations of the uniform, similar to the  Throwbacks.  NFLP
    Dir of Youth Licensing Peter Lapointe said NFL Kids is an area
    for more growth.  Lapointe says home products, back-to-school
    merchandise, and video games are "untapped and growing areas"
    that are perfect for children. Lapointe also wants promotions
    that bring a "broad spectrum of corporations together to drive"
    retail sales.  Lapointe: "Let's use McDonald's ads on Fox to
    direct purchases at JCPenney stores where all kids licenses are
    displayed in one shop concept."  Also stressed is "NFL at Home,"
    which includes domestic products, electronics and home
    furnishings, among others (Alisa Klemm, SGB, 3/95 issue).
         GONE HOLLYWOOD:  NFLP Dir of Marketing Doug Quinn feels the
    "Hollywood Factor" or the "link between TV drama and sports may
    be growing stronger."  For example, expect to see NFL players
    with cameos on "Melrose Place" and other Fox shows, as well as
    NFL merchandise placements.  Quinn sees this as a way to appeal
    to women, much as the way the film "Little Giants" worked with
    children.  Besides Hollywood, the division is also "committed to
    supporting sales at the retail level."  NFLP Senior Dir of
    Marketing Ray Katz:  "We really feel we are way ahead of the
    other leagues in the area of retail support."  The league will
    continue with successful promos like the "Painted Bus Promotion"
    where fans win a trip to an NFL game on the painted bus and
    receive a Starter bag and a tailgate party catered by McDonald's.
    Katz also plans to work closer with retailers like JC Penney,
    Foot Locker, Macy's and The Sports Authority regarding the way
    "we present our product in the store, and the way we support it
    in an environment that is appealing, exciting and sets up apart."
    In addition, NFLP may look to "design permanent and semi-
    permanent fixturing similar to that offered" by Reebok and Nike
    (Alisa Klemm, SGB, 3/95).
         1994 WINNERS:  The issue gives its top three prizes for the
    SGB/NFLP Retail Merchandising Awards.  First prize went to Carson
    Pirie Scott and VP Chuck Luckenbill for "his visual
    quarterbacking of the retailer's NFL-specific display at its
    Chicago location" (SGB, 3/95 issue).
    

    Print | Tags: Chicago Bears, Detroit Lions, Foot Locker/Venator Group, Green Bay Packers, McDonalds, Minnesota Vikings, News Corp./Fox, NFL, Nike, Philadelphia Eagles, Reebok, The Sports Authority
  • GOLFERS JOIN TEAM BAYER; CARLYLE GOLF HAS FROST BITE

         Senior PGA Tour players Tom Weiskopf, Gary Player, Dick
    Rhyan, Lee Elder and Orville Moody have agreed to form "Team
    Bayer."  The team will become part of "Strokes Against Strokes,"
    a new awareness and fundraising initiative to help fight strokes.
    The fight will be led by Bayer Corp., the American Heart
    Association and the PGA Tour (Bayer).
         CARLYLE:  Denver-based Carlyle Golf Inc. has signed a
    multiyear agreement with pro golfer David Frost to endorse the
    company's golf apparel (Carlyle).
    

    Print | Tags: PGA Tour
  • MARKETPLACE ROUND-UP

         In the current issue of TENNIS magazine, Editor Donna
    Doherty defends the latest Nike campaign that features hats and
    shirts that proclaim "tennis sucks," even though she admits that
    she doesn't "love" the campaign.  Doherty calls it the "ultimate
    in anti-hero marketing," and writes, "C'mon guys, lighten up"
    (TENNIS, 4/95 issue)....The Collegiate Licensing Co. has
    announced its top selling manufacturers and universities for '94-
    95 fiscal year-to-date.  The top five colleges:  Michigan, FSU,
    UNC, Tennessee and Alabama.  Heading the licensee list:  Starter,
    Champion, Nutmeg Mills, Brazos Sportswear and CS
    Crable....(SPORTING GOODS BUSINESS, 3/95 issue).... Madison
    Sports & Entertainment Group, Inc. has signed a letter of
    agreement to acquire Bizarre Snowboards Inc. (Madison
    Sports)....The LPGA has formally announced plans for a Dinah
    Shore Scholarship Fund to be administered through the LPGA
    Foundation (LPGA)....According to preliminary results of the '94
    Int'l Health Racquet & Sports Club Assoc./American Sports Data
    study on health club trends, the number of health club members in
    the U.S. grew by 10% for the second consecutive year (IHRSA).
         CLARIFICATION:  Sony's release on Sony Signatures' selection
    as exclusive licensing and merchandising company for World Cup
    '98 incorrectly identified the World Cup's representative.  It is
    ISL Marketing AG of Switzerland.
    

    Print | Tags: LPGA, Nike
  • MOBIL DROPS OUT AS COTTON BOWL TITLE SPONSOR

         Officials from Mobil Corp., in conjunction with Cotton Bowl
    executives, announced that the company is dropping its
    sponsorship of the bowl game, effective immediately.  Mobil cited
    the bowl's lost tie-in with the soon-to-be defunct Southwest
    Conference as its primary reason for breaking an association that
    began in August '88.  A clause in the 7-year, $10M contract
    allowed Mobil to break the agreement in the event the SWC
    champion no longer participated in the game.  Cotton Bowl
    Athletic Association President John Crawford said Mobil provided
    a $1M grant to bowl officials to use during the transition period
    until another title sponsor can be found.  Crawford said they are
    seeking a replacement sponsor and confirmed they have had talks
    with Dr Pepper and Southwest Airlines.  The '96 game is not in
    jeopardy if a sponsor is not found.  Starting next year, the
    Cotton Bowl will match the second choice from the future Big 12
    Conference with either the WAC champion or the No. 2 team from
    the Pac 10.  In Ft. Worth, Jimmy Burch notes that the Cotton Bowl
    finds itself searching for sponsorships at the same time as the
    area's three pro golf tournaments:  The Colonial, Byron Nelson
    Classic and the area's Senior PGA Tour event (FT. WORTH STAR-
    TELEGRAM, 3/29).
    

    Print | Tags: Dr Pepper/7UP, PGA Tour, Southwest Airlines
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