SBD/18/Sponsorships Advertising Marketing

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  • ANHEUSER-BUSCH INCREASES PRESENCE IN RACING; BEER NOTES

         Anheuser-Busch will break new TV spots themed to its
    participation in hot-rod and NASCAR racing.  In addition, the
    company signed on as the first-ever beer sponsor of IndyCar.  In
    the next 45 days, A-B is looking to integrate its motorsports
    sponsorships into everything from point-of-purchase,
    merchandising and TV ads to a possible new role in a summer
    promotion.  Tony Ponturo, A-B VP/Corporate Media & Sports
    Marketing, notes that it is easier to get car drivers to
    participate with wholesalers and retailers in local events.  An
    added draw to IndyCar is driver Paul Newman. Ponturo said it is
    "not inconceivable" that Newman could appear in an ad campaign
    (Gerry Khermouch, BRANDWEEK, 4/17).     BEER NOTES:  A new summer
    promotion for Pete's Wicked Ale will tap into "fans' disgust at
    the baseball strike."  Pete's Salary Cap GreedStakes -- the
    company's first foray into consumer promos -- offers chances at
    18 "salaries" of $10,000 and 800 "revenue-sharing checks" ranging
    from $50 to $500.  The promo is supported by point-of-purchase
    materials portraying players and owners with $1,000 bills
    spilling from their pockets (Gerry Khermouch, ADWEEK, 4/10
    issue)....The current BUSINESS WEEK examines the growing business
    of micro-breweries and the big brewers (A-B, Coors & Miller)
    attempts to cash in (BUSINESS WEEK, 4/24 issue)....Coors blamed
    higher packaging costs and a shift in sales away from its
    highest-market malt products for a "sharp drop" in net income
    despite higher sales for its 1stQ ended March 19 (Bob Ortega,
    WALL STREET JOURNAL, 4/18).
    

    Print | Tags: Anheuser Busch, NASCAR
  • DUAL HOME JERSEYS COMING TO NHL TEAMS?; NHL UNDERSHIRTS

         The Bruins, Ducks, Kings, Penguins, Canucks and Maple Leafs
    could be using two styles of home jerseys next season (Kevin Paul
    Dupont, BOSTON GLOBE, 4/16)....The NHL will increase its
    licensing relationship with Nike, granting the company the
    authority to manufacture and merchandise NHL undershirts
    (SPORTING GOODS BUSINESS, 4/95).
    

    Print | Tags: Boston Bruins, Maple Leaf Sports and Entertainment, NHL, Nike, Canucks Sports and Entertainment, Pittsburgh Penguins, Toronto Maple Leafs, Vancouver Canucks
  • L.A. GEAR REPORTS "DISAPPOINTING" LOSS

         L.A. Gear reported a "very disappointing" net loss of $11.6M
    on "sharply lower sales for the fiscal" 1stQ of '95, ended
    February 28.  The company, whose sales fell 42% to $69.4M from
    $120.4M, attributed the drop to a number of factors, including
    lower sales of its trademark children's lighted sneakers, a
    general drop-off in sales of women's and men's shoes and an
    average $2.20 price decrease on shoes sold in the U.S.  L.A. Gear
    Chair Stanley Gold:  "Although we recognize that the first-
    quarter results are very disappointing, they do not reflect the
    anticipated positive impact of the bold steps being taken by the
    company to increase sales."  The steps include an ad campaign
    targeted at women and the introduction of a new line of kids'
    shoe endorsed by Wayne Gretzky (WALL STREET JOURNAL, 4/17).  In
    other news, L.A. Gear has told MA-based Ryka Inc., makers of
    women's footwear, that it will terminate a proposed merger unless
    Ryka agrees to new terms.  If the deal falls through and Ryka is
    acquired by another company within a year, Ryka might have to pay
    L.A. Gear $1M (BOSTON GLOBE, 4/18).
    

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  • MARKETPLACE ROUND-UP

         The New York Racing Association will have Lowe &
    Partners/SMS New York handle its ad account, previously managed
    by Bates USA (N.Y. TIMES, 4/18)....Sega Enterprises has been
    forced to revise down profit forecasts for its recently-completed
    fiscal year because of the surge of the yen and "further
    sluggishness" in the European market.  Sega's announcement
    follows a similar revision by its chief rival Nintendo (FINANCIAL
    TIMES, 4/18)....As part of a review of new sport/health drinks,
    BRANDWEEK notes Spalding Sports Refresher, which is produced by
    former NBA star Kiki Vandeweghe's Pro-Team, is positioning itself
    between an isotonic and a soda (BRANDWEEK, 4/17)....People
    Magazine and Yankelovich Partners are introducing a new service
    called "Pop Scores," which will track the appeal of celebrities
    in terms of traits such as credibility and familiarity (N.Y.
    TIMES, 4/17)...."NBA Inside Stuff" profiled "Project Home Team"
    sponsored by Fannie Mae and the NBA.  Fannie Mae Communications
    Manager Tim Carlsgaard:  "We have eight teams now, we want to get
    more teams.  We want to add at least three more next year" ("NBA
    Inside Stuff," 4/15)....A federal court in L.A. and not in
    Hammond, IN -- which is close to Robinson's hometown of Gary, IN
    -- will decide whether Bucks rookie Glenn Robinson can market
    sports equipment and apparel under the "Big Dog" name.  Robinson
    filed suit in October, 1994, against Fortune Dogs, Inc., which
    holds trademark for the "Big Dogs" name.  Fortune responded with
    a trademark infringement lawsuit against Robinson (WASHINGTON
    POST, 4/18).
    

    Print | Tags: Milwaukee Bucks, NBA, Russell Athletic
  • MLB SET TO LAUNCH MARKETING CAMPAIGN THIS WEEK

         MLB heard pitches last week from ad agencies looking to
    create its "return of baseball" campaign, according to the
    current issue of AD AGE.  At least three agencies are bidding,
    including Goodby, Silverstein & Partners of San Francisco.  A
    "Let's Play Ball" theme was developed by Partners & Shevack
    during the replacement spring training (ADVERTISING AGE, 4/17
    issue).  Sources tell THE SPORTS BUSINESS DAILY that MLB will
    announce its new marketing campaign on Wednesday, but that the
    campaign's theme will not be "Let's Play Ball" (THE DAILY).
         AROUND THE LEAGUE:  The Marlins launch a new TV ad campaign
    April 21.  The new 15- and 30-second ads feature comic Gary
    Valentine playing a fan in a Marlins uniform, who, in an empty
    stadium, plays out different fantasies -- from being a play-by-
    play announcer to a player who catches a ball against the foul
    wall.  The tagline:  "You Gotta Be There.  Marlins" (Alina Matas,
    MIAMI HERALD, 4/17).  "Entertainment Tonight" examined the push
    to win back baseball fans.  Media analyst Paul Schulman, on wary
    fans:  "If their team wins two in a row they're going to be
    excited and they'll be right back there."  Clips of the Marlins
    spot and a Twins ad featuring manager Tom Kelly getting some
    psychotherapy were shown ("ET," 4/16).
         WORRIES?  TBS ran a special last night entitled "Baseball's
    Back," with a segment on the business aspect. Timothy Mueller,
    sports consultant at KPMG Peat Marwick:  "We're still faced with
    a situation where we don't have a contract, we don't have a new
    economic environment."  Brandon Steiner, Steiner Sports
    Marketing:  "Corporate America doesn't wait around.  They find
    other avenues and they go different directions and they have.
    You will not see corporate America back this summer and maybe not
    even through the season."  Former MLBP President Richard White:
    "The concern we had with baseball when I was there, and one that
    continues, is that baseball's audience is aging.  It's not an
    attractive audience for advertisers for people who deal with
    consumers at large.  It is by and large, an audience that's 35+
    and that has the entire industry greatly concerned."  ABC's Al
    Michaels called MLB's $1B CBS deal "a blessing and a curse.  It
    brought baseball a lot of money for a particular period of time
    and then all of a sudden everybody took a look at the ratings and
    where baseball was and that money wasn't there any more" (TBS,
    4/17).
    

    Print | Tags: ABC, CBS, Miami Marlins, Minnesota Twins, MLB, TBS/TNT, Time Warner, Viacom, Walt Disney
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