SBD/4/Sponsorships Advertising Marketing

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  • AD WATCH ON THE NCAA FINALS

         There were 100 spots on CBS' three hour telecast of the NCAA
    Finals last night, according to THE SPORTS BUSINESS DAILY survey.
    OFFICIAL SPONSORS:  Motorola, Honda, Chevrolet, Nike, Bud Light,
    Mazda, UPS, AT&T, Oldsmobile, Mountain Dew, and Goodyear.
    Pennzoil was an official sponsor of "At the Half" and their ads
    reflected their NCAA sponsorship.  Motorola and Honda both ran
    three ads during the pregame.  The Ad Count:  Mazda (4), Nike
    (2), Budweiser (3), Pizza Hut (2) -- one each with Dennis Rodman
    and David Robinson and the Trumps.  Other notables:  Nolan Ryan
    for Advil, Ken Griffey, Jr. for All-Sport, AT&T Phone Card with
    John Thompson, Starter "It's About Team," and Arnold Palmer, Fred
    Couples and Lee Trevino for Cadillac (THE DAILY).
    

    Print | Tags: Anheuser Busch, ATT, CBS, General Motors, Motorola, NCAA, Nike, Pennzoil, PepsiCo, UPS, Viacom
  • CHAMPION FOOTWEAR TO FOCUS ON EVERYDAY ATHLETES

         Champion Footwear will "concede the superstar endorsement
    game to Nike and Reebok and position itself as the brand for
    committed everyday athletes" by breaking its first TV advertising
    this week.  Champion Footwear, a unit of Sara Lee Corp., "saw an
    estimated $25 million in sales" in '94 despite having never
    advertised on TV.  The new ads, created by Elcon Communications-
    New York, are being targeted at 19-34 year-olds and will air
    nationally on MTV and BET (Elaine Underwood, BRANDWEEK, 4/3
    issue).
    

    Print | Tags: Nike, Reebok, Sara Lee
  • CONVERSE ANNOUNCES INTENT TO ACQUIRE APEX ONE

         Converse Inc. announced Monday it has agreed to buy
    sportswear maker Apex One Inc.  No financial terms were
    disclosed.  Apex markets sportswear under licensees from pro and
    college sports teams.  It had '94 revenues of about $100M.  The
    transaction is expected to be completed in May (DOW JONES NEWS
    SERVICE, 4/3).  Converse CEO Gib Ford said the purchase allows
    Converse to to expand its clothing line and enter the licensed-
    clothing market (USA TODAY, 4/4).
    

    Print | Tags: Converse
  • MARKETPLACE ROUND-UP

         Each Topps Series II card for the '95 season will feature
    "cyberstats" on one card in each deck.  Cyberstats are computer-
    generated statistics tallied by STATS, Inc. for the full '94
    season.  The 264 card set is set for release April 10
    (Topps)....Shawn Kemp has signed on with Bank of America and
    Seafirst Bank to represent the banks in their advertising,
    merchandising and promotional programs (Bank of
    America/Seafirst).....Reebok is in negotiations with Michigan
    State's athletic department.  Reebok's Dave Fogelson said the
    company is targeting Big 10 schools because of its combination of
    excellence in football, basketball and academics (Keith Gave,
    DETROIT FREE PRESS, 4/1)....Juan Gonzalez and Rafael Palmeiro
    appear together in a new Spanish-language TV ad for Reebok and
    Foot Locker.  The 30-second spot was produced by Casanova
    Pendrill Publicidad and has been airing since late February on
    Univision, Telemundo and Galavision (Reebok).
         CLARIFICATION:  SFM Media has clarified yesterday's report
    in COWLES BUSINESS MEDIA regarding their relationship with Nike.
    SFM President Jerry Solomon said that Nike's decision to move
    media buying to Wieden & Kennedy was due to a "consolidation" of
    accounts, not a "firing" of SFM.
    

    Print | Tags: Bank of America, Foot Locker/Venator Group, Nike, Reebok, Wieden Kennedy
  • SELLING BASEBALL'S RE- ENTRY II: WHAT WILL THE SPONSORS DO?

         IN THE FOLD:  Miller Brewing began running a TV ad Sunday
    depicting two fans "orchestrating" a settlement with help from
    Miller Lite beer.  Miller also said that they have renegotiated
    the terms of its agreements with the 12 teams the company
    sponsors.  Reebok spokesperson Dave Fogelson, whose company ran
    ads featuring Frank Thomas during the strike, said everything is
    "pretty much business as usual" (N.Y. TIMES, 4/4).  Gillette has
    given the "go-ahead for its traditional World Series promotion
    (AP/ST. LOUIS POST-DISPATCH, 4/4).  Anheuser-Busch VP/Corporate
    Media & Sports Marketing Tony Ponturo: "We were essentially
    sticking with baseball."  But, Ponturo also said "if the ratings
    are down and the audience are down, we will adjust our
    sponsorships accordingly" (L.A. TIMES, 4/4).
         SPONSORS PULLING BACK:  Coca-Cola sports marketing
    spokesperson Ben Deutsch said the company, which has local deals
    with 24 of the 28 teams, has "asked for a significant reduction,
    up to half, in our sponsorship fees."  Deutsch emphasized that
    the company's "determination to lower its costs will not change
    with the settlement" (N.Y. TIMES, 4/4).  More Deutsch: "We base
    our sponsorship on two things:  likability and predictability.
    From where we're sitting, the jury is still out on likability. As
    for predictability, you used to be able to count on Opening Day,
    the first ball thrown out at Riverfront Stadium. ... That's
    certainly changed from last year" (Steve Fairaru, BOSTON GLOBE,
    4/4).  Texaco said they would not rescind on their decision not
    to distribute All-Star fans ballots at their service stations
    (N.Y. TIMES, 4/4).  Nickelodeon will not reopen its special kids
    theme park at Shea Stadium when the season begins, with
    Nickelodeon officials uncertain whether they would reopen before
    summer (ELECTRONIC MEDIA, 4/3).
         THE BASEBALL NETWORK:  TBN President/CEO Ken Schanzer
    "captured the bittersweet attitude prevailing yesterday" about
    the game being back but sponsors being wary, by repeating the
    punch line to an old joke:  "Other than that, how did you enjoy
    the play, Mrs. Lincoln?"  More Schanzer: "I'm optimistic that
    once the product gets back on the field, advertisers will see the
    enduring strengths of baseball and they'll want to be back in the
    game. ... But I'm not Pollyanna-ish.  We can't ignore the fact
    we've been through a very difficult period."  Among the sponsors
    who have signed on with TBN for '95:  Anheuser-Busch, Gatorade,
    GM, MCI and Texaco.  Coca-Cola is still negotiating its level of
    participation with TBN for '95 (N.Y. TIMES, 4/4).
         LOCAL TV: In Boston, WSBK-TV GM Stu Tauber notes the station
    has lost the "prime selling time": "We only have three weeks to
    sell all this stuff.  I have people who are already gone who are
    never coming back" (AP/ST. LOUIS POST-DISPATCH, 4/4).  Tauber
    estimates ad revenues on Red Sox games will drop as much as 25%
    (BOSTON GLOBE, 4/4).
    

    Print | Tags: Anheuser Busch, Boston Red Sox, Coca-Cola, Reebok
  • SELLING BASEBALL'S RE- ENTRY: MLB COMMITTEE HEADED BY BROCHU

         MLB has set up an internal committee to create an
    "integrated marketing effort, akin to the NHL's 'Game On'
    program."  The committee has yet to announce its plans, but it is
    "expected the tagline" of the campaign will be "Play Ball!,"
    according to this week's ADVERTISING AGE.  The committee
    reportedly consists of top executives from sponsorship,
    licensing, broadcast and promotions (AD AGE, 4/3 issue).  MLB
    spokesperson Jim Small told THE SPORTS BUSINESS DAILY the
    committee "has been in place for a little bit."  Small said Expos
    Owner Claude Brochu is heading up the committee, and that there
    are no immediate plans for an announcement of the committee's
    progress or plans.  Efforts to reach Brochu yesterday were
    unsuccessful (THE DAILY).  In New York, Stuart Elliott writes,
    "Advertisers, teams and the sport itself face a daunting task in
    trying to restore baseball's luster" (N.Y. TIMES, 4/4).  ESPN's
    Peter Gammons: "Who in the world wants to be associated with
    baseball?  If you are an advertiser, what is your image?  Walking
    out on the World Series?  No thanks" ("SportsCenter," 4/3).
         IN THE FRONT OFFICES:  In the Bay Area, David Li writes,
    "Don't expect the usual preseason hype that aggressively sells
    baseball teams and star players."  Bill Hoffman, who will oversee
    the A's marketing campaign:  "I don't foresee hard-sell
    advertising.  What we have to do is get back to the message that
    baseball is fun, without being preachy."  Giants VP/Business Ops
    Pat Gallager, whose team has run ads in the past that have
    emphasized the team's storied history:  "We might do something
    even more basic than that.  We can't assume fans even know who's
    on the team and who's in our division.  We got to remind people
    even of that" (David Li, OAKLAND TRIBUNE, 4/4).
         ADVICE:  In Philadelphia, Dave Caldwell examines different
    things baseball can do to boost its image.  Nye Lavalle,
    President of Lavalle Sports Marketing, suggests a summit at which
    players and owners could suggest ways to improve the game
    "without any risk of that summit turning into an angry
    confrontation":  "Baseball is the only major sport that people
    can afford to go to -- that's its value."  Caldwell noted that
    every "expert" interviewed said that the "temporary cease-fire
    agreed to by the players and owners might put the product back on
    the field in three weeks but probably would not be good for the
    game if a settlement is not reached.  And quietly" (PHILADELPHIA
    INQUIRER, 4/4).
    

    Print | Tags: ESPN, MLB, NHL, Oakland Athletics, Walt Disney
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