SBD/20/Sponsorships Advertising Marketing

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  • BASEBALL'S BACK: HOW MANY WAYS CAN THEY SAY WE'RE SORRY?

         Today, MLB releases its league-wide marketing strategy
    designed to lure fans back after the strike.  But an exclusive
    survey by THE SPORTS BUSINESS DAILY of all 28 MLB teams shows
    that local ad campaigns of varying themes are already under way.
    Below are summaries of each team:
         ANGELS:  A print ad campaign which is an open "goodwill"
    letter to fans thanking them for their loyalty, support and
    patience.  During the season, there will be a TV campaign
    featuring fans and players alike asking for viewers to get more
    involved with the team.  The slogan:  "California Angels ... My
    Team!"
         ASTROS:  Print/radio/TV ads have run with a "Play Ball"
    theme, but the main campaign will center around a "remember what
    you love about the game" idea.
         A'S:  Print/radio/TV ads stress their $1 special discount
    prices for children 14 and under.  A follow-up campaign will
    focus on players, fans and the fun of baseball while stressing
    team promotions.
         BLUE JAYS:  Both print and broadcast advertising.  Slogan:
    "Year of the Fan."
         BRAVES:  TBS promos stress Braves baseball as "the best game
    in town, with the best seats in the house" either at the stadium
    or at home.  TBS is using Braves players for 15-second spots.
         BREWERS:  TV ads featuring their broadcaster Bob Uecker.
    Slogan:  "Get Up, Get Up, Get Out Here!"  No print ads now, but,
    the team is featuring "huge" banners that say "Celebrate
    Baseball" at entries of the parking lots.
         CARDINALS:  An extensive print campaign around the slogan of
    "Let's Play Ball" ran during the replacement period, with TV ads
    highlighting team history and  former Cardinal greats.  They are
    in the process of forming a new campaign, and a decision is
    expected early next week.
         CUBS:  The Cubs shot six commercials with former Cubs Ernie
    Banks, Billy Williams, Ferguson Jenkins, Ron Santo, and current
    Cub Mark Grace, and new leadership -- manager Jim Riggleman,
    President Andy McPhail, and GM Ed Lynch.  The message, according
    to a Cubs spokesperson, is "We are working on it" -- meaning
    bringing a winner to the city.  A print campaign is yet to be
    finalized.  Radio spots will focus on Harry Caray and the Wrigley
    Field experience.   DODGERS:  During replacement baseball, the
    Dodgers ran TV & print ads focusing on the Dodger Stadium
    experience.  With the return of major leaguers, the theme has
    been altered to include an emphasis on their three consecutive
    Rookies of the Year:  Karros, Piazza and Mondesi.
         EXPOS:  Print ads in local papers promoting the team and its
    ticket policy.  They are in the planning stages for a second ad
    campaign focusing on their players.
         GIANTS:  Radio/TV/print campaign focuses on "Baker's Dozen"
    -- a plan that allows fans to buy tickets for 12 games and get
    the 13th for free, with priority for post-season tickets.
    Beginning Sunday, ads will focus on the first homestand and the
    promotions during that week.
         INDIANS:  Nothing at this time, but they are waiting to see
    what MLB does with their campaign.
         MARINERS:  Two print and broadcast campaigns -- one focuses
    around the theme of the Ken Burns' "Baseball," and the other with
    the theme of "Play Ball."  The "Play Ball" campaign will only run
    through the end of May.
         MARLINS:  The Marlins and their advertising agency are
    running a fan-focused campaign, targeting families with an
    emphasis on the return of the game.  Their slogan is "You Gotta
    Be There," and ads are running on radio, print and TV.  Ads may
    feature Marlin players in a later campaign.
         METS:  Print ads center on themes of "We Missed You" and
    "Here Is What We Are Doing For You."  The print-only campaign
    stresses reduced ticket prices.
         ORIOLES:  No print or broadcast ads at this time.  They may
    decide to run something closer to opening day.
         PADRES:  Ads with the slogan "We Want You Back!" on print,
    TV and radio.  The theme will continue through the season with
    various promotional tags.  Throughout the year, the team will
    always be referred to as the "New Padres."  The opening day
    promotion is a "welcome home party" for the San Diego Chicken who
    has not appeared in six years.
         PHILLIES:  The Phillies are celebrating their 25th
    anniversary, and many of their promotions will focus on that
    theme.  Their advertising buy is radio-heavy, stressing "price,
    players and promotions."  They will also run the 25th anniversary
    ads during games broadcasts.
         PIRATES:  The Pirates ran an "awareness campaign" during
    replacement baseball and will run print, radio, and TV ads in
    preseason stressing the experience of going to the ballpark.  No
    plans to use their players in these ads.
         RANGERS:  Print and broadcast ad campaign with the slogan
    "Baseball's Back at The Ballpark."
         REDS:  Print and TV campaign with the slogan: "The     Reds
    Are Alive in '95."  The team will continue with these  ads for
    the better part of the season.
         RED SOX:  They are continuing with their "Friendly Fenway.
    Great Times For Everyone" theme on print/radio/TV.  The team will
    debut a new tagline soon:  "Fielding New Dreams."  Players will
    appear in later ads.
         ROCKIES:  Print and radio ads that started in March have
    sold the experience of being at the ballpark.  The team ran four
    ads, including one on Coors Field and how it was built, the
    experience of entering a ballpark for the first time, and
    catching a foul ball.  The ads were designed to "give a warm
    feeling about baseball" while stressing the new Coors Field.  A
    mid-March to Mid-April TV campaign on the new ballpark will be
    rerun later this week.
         ROYALS:  TV and radio ads with a possibility of print ads
    later.  Slogan:  "Royals Baseball.  Bring It On!"
         TIGERS:  The Tigers have run ads with a "There is no place
    like home" slogan since the beginning of the year, and have no
    plans to change that strategy.  The ads, running in both print
    and radio, emphasize the ballpark experience.
         TWINS:  The team ran half-page print ad promoting half-price
    tickets for their first home series.  Slogan:  "Twins Baseball, A
    Family Tradition."
         WHITE SOX:  The White Sox claim that they spent most of
    their ad budget advertising budget during the strike and say they
    have no plans to run ads at this point.
         YANKEES:  The Yankees will introduce a special ticket offer
    in conjunction with the New York Daily News beginning on April
    30.  The campaign will be launched in Sunday's edition focusing
    on "legendary baseball in Yankee Stadium."
    

    Print | Tags: LA Angels, Anaheim Sports, Atlanta Braves, Baltimore Orioles, Boston Red Sox, Chicago Cubs, Chicago White Sox, Cincinnati Reds, Cleveland Indians, Colorado Rockies, Detroit Tigers, Miami Marlins, Houston Astros, Kansas City Royals, Los Angeles Dodgers, Milwaukee Brewers, Minnesota Twins, MLB, New York Mets, New York Yankees, News Corp./Fox, Oakland Athletics, Philadelphia Phillies, Pittsburgh Pirates, San Diego Padres, Seattle Mariners, TBS/TNT, Time Warner, Toronto Blue Jays, Walt Disney, YankeeNets
  • BASEBALL'S NATIONAL CAMPAIGN: "WELCOME TO THE SHOW"

         MLB will announce its new ad campaign today with the
    tagline:  "Welcome to The Show."  The campaign is a "bold effort
    to reposition the strike-battered sport as likable," according to
    the WALL STREET JOURNAL's John Helyar.  The 30-second national TV
    ads will feature such "emblematic figures" as a Giants' hot dog
    maker, the Rangers' organist and a lucky apartment dweller who
    has a view of Wrigley Field.  Rather than the "usual worshipful
    celebration of the game's past, the campaign is a savoring of
    baseball's quirky everyday pleasures."  Jeffrey Goodby, whose
    Goodby, Silverstein & Partners agency created the campaign: "Our
    job is to remind people of what's good about the game, remind
    them about the whole experience of the game and why it's No. 1 in
    your heart."  Helyar notes that MLB passed over a host of big ad
    agencies in favor of Goodby Silverstein, a San Francisco-based
    firm with a "strong creative reputation."  The agency has also
    done ads in the past for the Giants and A's.  Expos Owner Claude
    Brochu, who headed the committee that picked the campaign:  "It
    recognizes the uniqueness of baseball but doesn't take itself
    seriously."  No current players are featured in the first round
    of ads, but eccentric former Red Sox pitcher Bill Lee does
    appear. As the season begins, more and more current players will
    be incorporated.  The first two ads should be ready for
    baseball's first regular season national telecast on ESPN.  The
    ads will also appear on ABC & NBC regularly -- the two networks
    that make up The Baseball Network.  Topps Inc. has also agreed to
    incorporate "The Show" into some of their new merchandise (WALL
    STREET JOURNAL, 4/20).
         IMPLEMENTATION:  MLB is shipping thousands of bumper
    stickers and badges emblazoned with "Welcome to The Show" for
    teams to hand out at games.  The total budget for MLB's campaign
    is estimated between $10-15M (USA TODAY, 4/20).    Interviewed
    during last night's ESPN game, NL President Leonard Coleman
    called for a "Marshall Plan" for baseball:  "We have got to reach
    out and touch all segments of the society.  Baseball has been a
    great game because it has been able to transcend the playing
    field"  (ESPN, 4/19).
    

    Print | Tags: ABC, Boston Red Sox, ESPN, MLB, NBC, Oakland Athletics, Walt Disney
  • COORS LOOKS TO ATTRACT MORE AFRICAN AMERICAN CONSUMERS

         Coors Brewing is "moving on several fronts to make gains"
    among African-American consumers.  The company was a sponsor of
    the 1995 Alcoholic Beverage Usage Study, presented at the recent
    Marketing Opportunities in Black Entertainment symposium.  Coors
    National Program Manager Ivan Burwell told the symposium that
    event marketing -- most notably sports marketing -- will play a
    major role. Burwell:  "We believe that event or sports marketing
    is a way to attract African-American consumers since it helps us
    break out of the clutter and establish value."  Burwell noted the
    success of the Coors Lite Orlando Football Classic as well as
    their latest sponsorship, the U.S. Grass-roots League, an
    entertainment basketball league being tested in Atlanta and New
    York in mid-July (Leslie Bayor, AD AGE, 4/17 issue).
    

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  • MARKETPLACE ROUND-UP

         The Supreme Court ruled yesterday that brewing companies may
    label their beers to show how much alcohol they contain.  The
    decision sweeps aside a 60-year-old rule intended to "prevent
    abusive drinking" (ST. LOUIS POST-DISPATCH, 4/20)...."Helped by
    continued strong international sales," Coca-Cola Co. grew its 1st
    quarter earnings 22%.  Results exceeded Wall Street expectations
    (ATLANTA CONSTITUTION, 4/20).  But shares of Coca-Cola fell 50
    cents to $57.875 yesterday on the NYSE (N.Y. TIMES,
    4/20)....49ers Jerry Rice and Steve Young were signed as
    spokespersons for PepsiCo's AllSport drink.  Rice now ranks among
    a handful of pro football players with product endorsement
    contracts that exceed $1M (USA TODAY, 4/20)....Instead of renting
    space in downtown Atlanta, the Super Show will build temporary
    structures for its '96 show in parking lots of the Georgia Dome
    and the Georgia World Congress Center to save on rent and
    consolidate the show (ATLANTA CONSTITUTION, 4/20).
    

    Print | Tags: Coca-Cola, PepsiCo, San Francisco 49ers
  • NACSB HIRES SPORTS FRANCHISES, INC.

         The National Alliance of Collegiate Summer Baseball (NACSB)
    has hired Sports Franchises, Inc., a consulting firm headed by
    former MLB Commissioner Bowie Kuhn.  The firm will help with
    efforts in marketing, sponsorship and fund-raising, as well as
    develop strategies to find a title sponsor and category
    sponsorships for the Alliance.  NACSB is seeking marketing
    partners for the '96 season, according to NACSB Exec VP Bob Wirz
    (NACSB).
    

    Print | Tags: MLB
  • SARA LEE SIGNS LICENSING DEAL WITH SPALDING SPORTS

         Sara Lee Knit Products announced a new, long-term licensing
    deal with Spalding Sports Worldwide.  Effective in '96, Knit
    Products, the Sara Lee division which manufactures Hanes
    activewear, will become the master licensee for all Spalding
    apparel categories and will gradually introduce a broadened line
    of sports apparel products for Spalding.  Sara Lee Knit Products
    CEO Kirk Beaudin: "In addition to the potential to develop a new
    line of athletically-inspired apparel across a broad range of
    product categories and channels, the Spalding name provides us
    with another world-class brand to complement Hanes" (Sara
    Lee/Spalding).
    

    Print | Tags: Russell Athletic, Sara Lee
  • THE NUMBERS ARE IN FROM THE SUPER BOWL IN MIAMI

         The weeklong Super Bowl-related events in South FL had a
    total economic impact of $365M, more than double the impact of
    the '94 Super Bowl in Atlanta and greater than any Super Bowl in
    NFL history, according to a study commissioned by the NFL and the
    South FL Host Committee.  Dr. Kathleen Davis of Barry University,
    which released the study, said one reason for the large increase
    was the methodology. For the first time, researchers attempted to
    accurately measure visitors who came to South FL for the Super
    Bowl but did not have tickets to the game.  In past years, cities
    have estimated that about 20,000 ticketless travelers visit Super
    Bowl cities.  This year's study shows that 72,000 ticketless
    people were in South FL specifically because of the Super Bowl.
    NFL Dir of Communications Greg Aiello was pleased with the
    numbers:  "It's a combination of the continuing growth of the
    Super Bowl game and the attractiveness of South Florida,
    especially in January."
         ECONOMIC IMPACT FOR THE LAST FIVE SUPER BOWL CITIES
              YEAR           CITY           IMPACT
              1995           Miami          $365M
              1994           Atlanta         166M
              1993           Los Angeles     182M
              1992           Minneapolis      n/a
              1991           Tampa           118M
    (Anne Moncreiff Arrarte, MIAMI HERALD, 4/20).
    

    Print | Tags: NFL
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