Lakers' Jim Buss Resigns As Co-Trusteee Sacramento, Kings To Refinance '97 Arena Loan Former Bulls GM Krause Passes Away At 77 LeBron Says Issue Of Resting Players Is About Him Jazz Upgrading Plastic Seats At Arena Silver Issues Memo To Teams On Resting Stars Adam Silver Voices Himself On "The Simpsons" NBA Calls Cavs To Complain About Sitting Stars Doc Rivers Distances Himself From Role With Magic Rockets Experimenting With Several Technologies
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).