SBD/25/Sponsorships Advertising Marketing

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  • DID MLB WELCOME ITS SPONSORS TO THE PRE-SHOW PLANNING?

         MLB's integrated marketing campaign, built around the theme
    "Welcome to the Show," also calls for cooperation of corporate
    sponsors.  But, according to Jeff Jensen in the current AD AGE,
    "some key sponsors said they had yet to be contacted about
    participating."  Peter McLoughlin, Group Dir of Corporate Media
    at Anheuser-Busch:  "We haven't heard much more than we've read
    in the papers, and I don't think we'd get involved, not like we
    did with [the NHL's] 'Game On!'"  But McLoughlin said A-B will
    continue to spend as much on baseball as in years past.  Jensen
    also notes that some marketers are staying away from baseball
    until there is a labor agreement.  True Value Hardware's
    VP/Marketing Chuck Kremers:  "We have a deal with MLB, but we
    aren't activating it at this time" (AD AGE, 4/24 issue).  MLB ran
    a full-page ad in today's USA TODAY featuring the "Welcome to the
    Show" logo and the words, "Opening Day, April 25th."  ESPN also
    ran a full-page USA TODAY ad featuring a picture of a bat and
    words in the shape of a ball that reads: "Why not think of it as
    a seventh-inning stretch?  That just happened to last 257 days.
    Baseball resumes:  Opening Day Game Dodgers vs. Marlins Tonight
    at 7:30 PM ET" (USA TODAY, 4/25).
    

    Print | Tags: Anheuser Busch, ESPN, Miami Marlins, Los Angeles Dodgers, MLB, News Corp./Fox, NHL, Walt Disney
  • DUCKS PERCHED ATOP NHL'S TOP U.S. MERCHANDISE SELLERS

         The Mighty Ducks seem poised to stay perched atop the NHL in
    terms of team merchandise sales.  The second-year franchise ranks
    No. 1 in the U.S. and No. 3 in Canada.  Below are the Top 10
    teams in merchandising sales in the U.S. and Canada (combined
    North American figures are still being calculated by the league).
    The rankings are based on sales from July 1, 1994-March 15, 1995.
    The NHL expects $1B in sales at year's end (THE DAILY).
              SALES (U.S.)                      SALES (CANADA)
         1.  Ducks       6.  Sharks      1.  Leafs      6.  Sharks
         2.  Blackhawks  7.  Bruins      2.  Canadiens  7.  Flames
         3.  Rangers     8.  Blues       3.  Ducks      8.  Wings
         4.  Red Wings   9.  Panthers    4.  Canucks    9.  Bruins
         5.  Penguins   10.  Kings       5.  Panthers  10.  B'Hawks
    

    Print | Tags: Anaheim Ducks, Anaheim Sports, Atlanta Hawks, Boston Bruins, Calgary Flames, Chicago Blackhawks, Detroit Red Wings, Montreal Canadiens, NHL, Canucks Sports and Entertainment, Pittsburgh Penguins, San Jose Sharks, St. Louis Blues, Time Warner, Vancouver Canucks, Walt Disney
  • HIKING BOOTS ON THE HEELS OF SNEAKERS

         Consumer spending for athletic footwear in the U.S. declined
    3.2% during '94 as buyers purchased 1.3% fewer pairs than the
    year before, according to a consumer study released by the
    Athletic Footwear Association (AFA).  But sales of hiking,
    hunting and fishing boots grew more than 50%, exceeding $1B in
    sales for the first time.  The study also found that the average
    price of a pair of sneakers declined about 2% from $31.82 to
    $31.19.  The study was sponsored by the AFA and conducted by
    Footwear Market Insights of Nashville, TN (AFA).
    

    Print
  • MARKETPLACE ROUND-UP

         Dorna USA's AdTime rotational signage system will be
    installed behind home plate at Busch Stadium in St. Louis for the
    '95 MLB season.  The AdTime system is now in 15 of 28 MLB
    stadiums (Dorna USA)....Schaefer beer will launch a baseball-
    themed promotion next month.  From May to October, Schaefer will
    present "Schaefer NostalgiCans," a packaging program featuring
    on-can graphic renderings of six different classic ballparks --
    Ebbets Field, Forbes Field, League Park, Braves Field, Shibe Park
    and the Polo Grounds (Schaefer)....The MIAMI HERALD examined pan-
    regional advertising where companies can target more than 300
    million people in Latin America with a single ad.  The concept is
    being pushed by U.S.-based Spanish language networks that link
    via satellite (MIAMI HERALD, 4/23)....This morning's "Bloomberg
    Business News" reported on the counterfeiting of officially
    licensed athletic apparel.  Counterfeiting goods is "a booming
    industry worldwide," with "brandname fakes" costing American
    companies about $61B annually.  NHL Properties' Adam Halfant: "We
    have a network of investigators who frequently bring to us
    information about counterfeiting activities across the country.
    Last year along we participated in 30 actions" (PBS, 4/25).
    

    Print | Tags: Anheuser Busch, Atlanta Braves, MLB, NHL, Time Warner
  • MOBIL TO PULL OUT OF SPONSORING TRACK & FIELD EVENTS

         Mobil Corp., "track and field's most faithful sponsor" in
    both the U.S. and the world, "likely will end all ties with the
    sport when its contracts expire after the 1996 season," according
    to Philip Hersh of the CHICAGO TRIBUNE.  Last Thursday, Mobil
    told USA Track & Field and IMG that it would not renew its
    sponsorship of the five-meet indoor track series carried by NBC.
    Mobil paid $1.25M for title sponsorship of the series, which is
    co-owned by USATF & IMG.  Despite "decent" ratings (2.2), Mobil
    "was not pleased with the meets."  The original signage
    allocations did not give Mobil any more space than minor
    sponsors, Nike and Visa.  Hersh also notes, "USATF's failure to
    see the pitfalls of allowing legal gambling on the Reno meet
    without first prohibiting participant athletes from betting also
    displeased Mobil."  Mobil, a track and field sponsor since '81,
    pays about $11M annually in sponsorship fees and has been the
    title sponsor of both the indoor and outdoor Grand Prix circuits,
    the indoor and outdoor U.S. Championships and one of the indoor
    Grand Prix meets.  IMG's Sean McManus denied that any decision
    has been made by Mobil to pull out of track & field, but Mobil
    spokesperson John Lord said, "Everything is under review."
    Mobil's eventual decision to end its involvement with the track &
    field "owes to both disenchantment with track's leadership,
    particularly in the United States, and its resistance to demands
    for more sponsorship money" by the IAAF, which governs the sport
    field worldwide.  Through its marketing agent, ISL of
    Switzerland, IAAF is asking Mobil to increase its $6M annual
    sponsorship of the outdoor Grand Prix this year and to pay $7M
    for each of the next four years (CHICAGO TRIBUNE, 4/25).  Last
    month, Mobil terminated its title sponsorship of the Cotton Bowl
    college football game (see THE DAILY, 3/29).
    

    Print | Tags: IMG, NBC, Nike, Visa
  • NBA TO AUGMENT "I LOVE THIS STUFF" ADS WITH PRINT ADS

         The NBA will augment its "I Love This Stuff" ad campaign for
    licensed products with some "playoff-themed print ads," according
    to the current BRANDWEEK.  Breaking this Thursday in USA TODAY is
    a two-page ad partially funded with "co-op dollars" from J.C.
    Penney, Champs, Foot Locker and The Sports Authority.  Local
    newspaper ads with retail co-ops start in eight NBA markets after
    the first round of the playoffs (Terry Lefton, BRANDWEEK, 4/24).
    

    Print | Tags: Foot Locker/Venator Group, NBA, The Sports Authority
  • NFLP LOOKS TO FIND WHAT DRIVES THAT RABID FAN

         NFLP VP/Marketing Howard Handler is the focus of Terry
    Lefton's column in BRANDWEEK.  Handler is overseeing a series of
    research projects, conducted by Morgan Horan, ESPN/Chilton and
    Ross Cooper & Lund, to find out why NFL fans love the game.
    Handler: "We want to create a marketing blueprint that should
    really become our mantra."  Handler hopes to create a marketing
    plan that will cut across licensing, sponsorship and events, with
    any eye toward segmenting different ethnic, gender and age groups
    and "delve into database marketing with some of the country's
    largest direct marketers."  Handler also plans to bring one or
    two full-time market researchers in-house.  Noting that  Handler
    comes from MTV, as did NFLP President Sara Levinson, Lefton
    concludes: "The most severe test of the new Levinson-Handler axis
    ... will be to see if they treat the game with the same kind of
    reverence, while adding a requisite dose of fresh marketing
    insight" (BRANDWEEK, 4/24 issue).
    

    Print | Tags: ESPN, NFL, Walt Disney
  • PBA GETS NEW SPONSOR, BAYER, FOR ITS FINAL TOUR STOP

         Bayer Corp. has joined Brunswick in sponsoring the final
    stop on the Pro Bowlers Association fall tour, the $200,000
    Touring Players in Pittsburgh November 3-8, according to the
    CHICAGO SUN-TIMES.  As for the '96 Tour, PBA Commissioner Mike
    Connor said they are considering an expansion into Europe.
    Connor said Finland, England, Germany and Italy are being
    considered for Tour stops in August '96 (Dave Manthey, CHICAGO
    SUN-TIMES, 4/23).
    

    Print | Tags: PBA
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