SBD/8/Sponsorships Advertising Marketing

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  • CRITIC'S CORNER: NFL, NHL AND NBA ALL HELP WITH MOVIES

         A film production crew will use the Cleveland Browns
    training facility and Cleveland Stadium for a full-length feature
    movie called "End over End."  The movie, scripted by actor Martin
    Mull, portrays the story of a star player's final NFL season.
    NFL Properties will assist in the script development, NFL player
    involvement, plus retail, sponsor and merchandising tie-ins.  The
    movie is scheduled to be released this fall (NFL).
         NHL MOVIE ON CBC:  "A front-line cast is ready to face off
    for 'Net Worth,' Canadian TV's first drama about pro hockey since
    'He Shoots, He Scores,' which aired between 1986 and '88."  The
    two-hour CBC movie is about the failed attempt by Ted Lindsay and
    four other NHL players, including Gordie Howe, to form an NHL
    players' union in the '50s. "Net Worth" is based on a non-fiction
    book of the same title by Allison Griffiths and David Cruise
    (TORONTO STAR, 3/8).
         AND THE NBA:  TNT's "Inside the NBA" previewed "Forget
    Paris," in which Billy Crystal stars as an NBA referee.  Player
    cameos include: Reggie Miller, Charles Barkley, David Robinson,
    John Starks and Kareem Abdul-Jabbar (TNT, 3/3).
    

    Print | Tags: Canadian Broadcasting Corp., Cleveland Browns, NBA, NFL, NHL, TBS/TNT
  • MARKETPLACE ROUND-UP

         How is the rotisserie baseball business holding up?
    According to John Benson of Wilton, CT-based Diamond Analytics:
    "The strike has created our first industry shakeout.  Some of the
    less-established competitors have cut back their products and
    services, reduced advertising or disappeared" (USA TODAY,
    3/8)....Maxfli's "Tee Up and Take Off" promotion with Delta
    Airlines begins March 15.  With the purchase of specially-marked
    Maxfli golf balls, consumers receive a form which, when
    accompanied by a payment for processing, can be exchanged for a
    companion ticket on Delta.  Maxfli and Delta will contribute $1
    from each entry to the PGA Foundation for Junior Golf (Maxfli).
    

    Print | Tags: PGA Tour
  • MORE COMMENT ON NIKE'S JAPANESE ACCOUNT

         Nike's arrangement of an alliance between McCann-Erickson
    and Wieden & Kennedy to handle its advertising in Japan, "raised
    questions along Madison Avenue as to where the agency business is
    heading," according to Kevin Goldman of the WALL STREET JOURNAL.
    What makes the alliance different from other joint ventures, is
    that the agencies are working together as one agency "dedicated
    to one brand," Nike.  Although execs from both agencies say they
    are concentrating on the Nike account, "there are whispers that
    the alliance could be expanded to other brands."  A Nike
    spokesperson says the alliance is unusual:  "It's not the kind of
    arrangement we've ever had before, but we have tremendous faith
    in both organizations.  The Japanese market is so different, so
    unique, that it is a good idea to get an agency [McCann] who is
    an expert on the market and an agency [W&K] who is an expert on
    Nike" (WALL STREET JOURNAL, 3/8).  Nike spokesperson Judy
    Campbell called all reports that Nike was de-emphasizing its
    relationship with Wieden & Kennedy "completely false."  Campbell:
    "Things are better than ever" (Jeff Manning, Portland OREGONIAN,
    3/7).
    

    Print | Tags: Nike, Wieden Kennedy
  • OSBORNE'S HUSKERS TO BE SPORTING ADIDAS NEXT YEAR

         Adidas announced that it has agreed to a deal with Tom
    Osborne and the Univ. of Nebraska football program.  Financial
    details of the deal were not made available.  Osborne: "We are
    excited about our association with Adidas. ... What's important
    to note is that the decision to go with adidas was not an
    individual one, but instead it was voted on by the Nebraska
    players themselves" (adidas).
    

    Print | Tags: Washington Nationals
  • THE BREATHE RIGHT STRIP: A SPORTS MARKETING CASE STUDY

         Breathe Right, the breathing aid manufactured by CNS, Inc.,
    has easily gained the most publicity of any new sports product
    during the past six months and merits serious consideration as
    the sleeper marketing hit of the year.  First seen nationally on
    the proboscis of 49er Jerry Rice during a Monday Night Football
    broadcast, sales and interest in the product have increased
    dramatically.
         CNS, which has manufactured medical equipment since 1982, is
    based in Chanhassen, MN, and recorded sales of $9.9M in '94.  A
    recent FORBES article projected '95 sales could hit $12M.  THE
    SPORTS BUSINESS DAILY spoke to Nick Naumann, CNS's Marketing
    Communications Coordinator, about their success using sports as a
    way to sell Breathe Rights.   HOW IT ALL BEGAN:  Breathe Right
    was invented by a St. Paul man named Bruce Johnson, who was
    searching for something to open his nasal passages while he
    slept.  After coming up with the Breathe Right strip, he brought
    it to CNS.  Naumann said the emphasis on marketing through sports
    was planned, "but not to the extent that it has happened."  While
    awaiting FDA approval, CNS distributed Breathe Right to local
    doctors and runners.  Upon hearing positive reports from runners,
    CNS CEO Dan Cohen saw potential with other athletes, particularly
    in sports that utilize mouthguards.   Naumann said their initial
    strategy was simply to send a case of strips to all 28 NFL
    trainers with a letter from Cohen.  With no prompting, Herschel
    Walker, while suffering from a cold, used the strips which were
    given him by his trainer.  Naumann explains, "Herschel tried them
    at night and loved the product and figured, 'Well, if it worked
    so well at night, let's see what happens during practice.'  And
    then he started wearing them during games.  Jerry Rice saw him
    wearing one and asked his trainer for some.  So Herschel was the
    first and then it just started from there."
         OTHER SPORTS:  Naumann reports that the strips have been a
    hit with hockey players as well:  "It is hard to tell because
    they don't show up as well, but [Wayne] Gretzky wears one all the
    time, six of the Red Wings wear them, most of the Capitals wear
    them.  It actually has caught on bigger in hockey than it has in
    football."
         ENDORSEMENTS:  Rice is the only athlete CNS has signed thus
    far, but talks are underway with different athletes in different
    sports, beyond hockey and football.  But Naumann stresses that
    their approach has been passive:  "We had Herschel Walker ask if
    he could endorse it. Art Monk's agent called.  We have never gone
    directly to an athlete and asked them to endorse the product.  It
    is all people who like the product and use it that are asking if
    they can help us out."
         CONSUMER MARKETING:  Naumann reports that sales "are up
    tremendously":  "When we started the year in January with what we
    felt was enough product warehouse to last us through the end of
    July.  We were out of that by mid-January.  People pick it up in
    pharmacies, mass-merchandisers, and a lot of sporting goods
    stores are ordering it on an individual basis.  We are working
    out distribution through sporting goods wholesalers."  But while
    sports brings much-needed "recognition," the appeal to the
    average consumer is different than to the athlete.  Naumann:
    "Jerry Rice uses it because he feels it helps him play better,
    but the core reason is it helps him breathe through his nose, so
    our advertising and promotion has been to get the person watching
    the game to realize it works for everyone."
         ON FUTURE PLANS:  "We plan on using the sports angle and how
    it helps athletes.  There is talk to come out with more of a
    sports product, with colors -- a limited supply of maybe black
    and red, or just black.  It all depends on production, and right
    now we can barely keep up with the U.S. demand."  Naumann said
    there has been talk of employing team logos, but again noted
    distribution factors.  Breathe Right is an official NFL Locker
    Room licensed product.
         OVERALL:  Asked if they realized how much sports could do
    for them, Naumann said:  "We knew sports would help get
    recognition, but not to the extent that is has.  Sports really
    opened up a lot of news spots that were done on the product and
    that helps tremendously" (THE DAILY).
    

    Print | Tags: Detroit Red Wings, NFL, Washington Capitals
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