SBD/17/Sponsorships Advertising Marketing

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         Coca-Cola has announced plans to build a 100-foot tall Coca-
    Cola bottle along the Las Vegas strip to attract tourists to
    their "Oasis," an entertainment and retail attraction scheduled
    to open by mid-'96.  The Oasis will be the third venue for the
    subsidiary, Coca-Cola Attractions.  It currently operates the
    Coca-Cola Pavilion in Atlanta and a 3,000 square-foot retail
    store in Manhattan.  At the Oasis, the "bottle will house
    elevators to transport visitors to the store's four floors"
    (Chris Roush, ATLANTA CONSTITUTION, 5/17).  The company is trying
    "to cash in on the growth of Las Vegas as a family vacation
    center," and wants to "bolster its share in the Las Vegas market,
    where Pepsi has a slight edge" (Bruce Horovitz, USA TODAY, 5/17).

    Print | Tags: Coca-Cola, PepsiCo

         Converse President Mickey Bell is the focus of this month's
    interview in SPORTING GOODS BUSINESS.  Bell on acquiring Apex:
    "One of the things we felt was a missing link was the inability
    to have a coordinated, integrated apparel program. ... Now we can
    look at coordinated programs where you're going to build the
    brand through uniformed apparel and the feet."  Bell stressed
    Apex's agreements with over 20 college teams as another key to
    the deal.  Bell says Converse will continue to look at further
    acquisitions "that make sense for us."  On the sports licensing
    market being "soft," Bell said, "Whenever a market is
    consolidating, retailers usually go after the strongest players
    in the business."  Bell expressed confidence that Apex/Converse
    "would be a brand that would still be on the top of the
    retailers' list. ... The market is not growing, so where
    retailers and manufactures are able to grow is really through
    growing market share."   On the future: "One of the things I
    think retailers are going to be looking at as they go forward is
    to continue to expand from just one or two vendors and what
    vendors should they select after that.  And I think what they are
    going to look for are vendors that have what I would call a total
    package -- athletic endorsers, advertising, a global brand, good
    delivery and sales and promotion people out in the field" (Andrew
    Gaffney, SPORTING GOODS BUSINESS, 5/95 issue).

    Print | Tags: Converse

         The Indy 200 at Disney World in Orlando is scheduled for
    January 27, and Disney's "newest venture has received an
    enthusiastic response," according to this morning's ORLANDO
    SENTINEL.  Groundbreaking for the 1.1 mile track is set for June
    5, but ticket sales for the race "have been brisk despite limited
    advertising."  Event capacity is listed between 50,000-60,000.
    Disney Sports Marketing Director Michael Waggoner called the
    interest "amazing":  "It just blows me away."  With a $1M
    guaranteed purse, a TV contract with ABC, and Disney's
    involvement, IRL Founder Tony George said he is "surprised
    there's any doubt" about the potential for the race (Charean
    Williams, ORLANDO SENTINEL, 5/17).

    Print | Tags: ABC, IndyCar, Walt Disney

         In their corporate close-up, this week's ADVERTISING AGE
    examines Woolworth, a "struggling retailer" which is "relying on
    a newly recruited outside management lineup and the strength of
    its specialty stores to boost sagging revenues."  A focus of that
    strategy is to "concentrate on it most prized possession," its
    athletic footwear division including Foot Locker and Champs
    Sports -- instead of focusing on the Woolworth "core stores."
    Woolworth's Athletic Footwear and Apparel division consists of
    all Foot Locker stores, Champs Sports, Athletic X-Press, and
    Going to the Game!, and is headed by William DeVries.  Woolworth
    is said to spend close to $20M of its ad budget on its Foot
    Locker chain.  Several analysts feel that Foot Locker "has the
    greatest potential" for Woolworth, as the athletic shoe market
    will continue to be strong.  Jeffrey Hill, Managing Director at
    Meridian Consulting Group:  "Their Foot Locker (group of stores)
    represents a tremendous opportunity for continued growth" (Leah
    Rickard, AD AGE, 5/15 issue).

    Print | Tags: Foot Locker/Venator Group

         The ECHL expansion franchise in Lafayette, LA, announced the
    team's new name: the Louisiana IceGators (LAFAYETTE ADVERTISER,
    5/16)....Successful coaches and their successful "managing" books
    are examined in this morning's USA TODAY Business Section.
    Author Noel Tichy on the success of books by Don Shula and Pat
    Riley, among others: "There isn't an author out there that isn't
    struggling with 'How can I coach better?'" (USA TODAY,
    5/17)....Home Depot stock fell 5.2% or $2.25 after it fell $ .4
    cents a share shy of analysts' expectations (ATLANTA
    CONSTITUTION, 5/17). ....Some of the past year's best magazine
    creative output's are ranked in a special section in the current
    ADVERTISING AGE (5/15 issue)....The Pro Beach Soccer Tour
    announced that it has added sponsors for its '95 Pro Beach Soccer
    Cup.  Trident, AT&T, Pepsi, KFC and Taco Bell have all been
    secured (Pro Beach Soccer Tour).

    Print | Tags: ATT, ECHL, Home Depot, PepsiCo

         Molson Breweries yesterday reported increased earnings and
    revenue in FY '95 (ended April 1), "bolstered by higher beer
    prices, more U.S. sales and lower marketing cost."  Molson
    Breweries is 40% owned by Molson Cos. Ltd., which also owns the
    NHL Canadiens and Molstar Communications.  Molson continued to
    lead in the Canadian domestic beer market, and saw "exports south
    of the border" grow 14% in '95, mainly as a result of the success
    of Molson Ice.  Molson Breweries' profits rose to C$168.3M on
    revenues of C$2.12B, compared with a profit of C$161.3M on
    revenues of $2.11B last year (Marina Strauss, Toronto GLOBE &
    MAIL, 5/17).  Those revenue figures include Molson's interest in
    "Hockey Night in Canada" (CP/HAMILTON SPECTATOR, 5/17).

    Print | Tags: Montreal Canadiens, NHL

         The off-the-court success of Luke and Murphy Jensen is
    examined by Robert Frank in this morning's WALL STREET JOURNAL.
    For the Jensen brothers, the game is "about entertainment, image
    and marketing," and Frank writes, "If any sport could use an
    infusion of energy, it's tennis."  Despite being ranked 23rd in
    doubles, the Jensens could have one of the longest sponsor lists
    in the game.  Prince, Oakley Eyewear, Hugo Boss, Ebel Watch, and
    CNS, Inc. have signed on with the pair, who also have their own
    line of Adidas clothing and a music CD.  Washburn Guitar is about
    to manufacture a Jensen guitar shaped like a tennis racquet and
    Prince will roll out a set of junior rackets using the Jensens as
    the national selling draw.  The deals reportedly earn them more
    than $1M a year each, and sponsors "couldn't be happier."  Rich
    Margin, VP/Marketing for Prince: "Frankly, we would like to see
    them win more.  But right now, it seems the fans support them
    either way."  An Adidas exec "contends that losing so much might
    even be a plus," because it gives them more time to sign
    autographs and meet with fans.  Adidas National Promotion Manager
    Soosie Lazenby-Johnson: "Real kids have trouble relating to the
    guy on center court who's always winning.  They understand the
    Jensens ... kids who might lose, but have a great time and look
    cool" (WALL STREET JOURNAL, 5/17).

    Print | Tags: Oakley, Washington Nationals

         The WTA Tour has introduced new forms of communication for
    their fans and media.  The tour is offering a weekly newsletter
    called "Notes & Netcords" on America Online with the keyword
    "tennis," and via CompuServe under "Go Tennis."  CompuServe's
    Tennis Forum Founder Bob Anderman called the WTA Tour profile
    "one of the most popular features of The Tennis Forum on
    CompuServe."  The WTA is also exploring the possibility of
    launching a Web site for tour information, player profiles and
    licensed products (WTA Tour).

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