NBPA's Roberts Optimistic CBA Can Be Reached LSED OKs Upgrades For Saints, Pelicans Hornets, Clips To Play Preseason Games In China Jazz Purchase D-League Affiliate Pistons' App Interacts With In-Arena Devices Warriors Pulling Some Tix From Brokers, StubHub Hornets Ink Multiyear Deal With Diageo Could Warriors Share New Arena With Sharks? Bucks Owners Likely Won't Go Beyond Arena Pledge Jazz Unaffected By Miller Family Changes
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SBD/19/Sponsorships Advertising Marketing
REVIEWS ARE IN AT SPORTS SPONSORSHIP FORUM
Published April 19, 1995
The "significant shift" of companies trying to get greater leverage out of their sports sponsorships was a hot topic at the Sponsorship Forum, the first annual gathering of top execs from the corporate, media and property sides of the sports marketing industry organized by Clarion Performance Properties. Execs from Reebok, IBM, GM, Sara Lee and Sprint all said they are rethinking how they are leveraging their sports sponsorships. IBM has taken "a machete to its sport sponsorship roster," opting to keep ties to the NBA, Olympics and pro golf and tennis, while dropping such deals as the Fiesta Bowl. At GM, execs now file some 25 sponsorship proposals a day into the trash, "as most of them fail to address the carmaker's marketing needs." Reebok reserves its dollars for properties it can build a product around (Jeff Jensen, AD AGE, 4/17).