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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).