SBD/23/Sponsorships Advertising Marketing

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  • A SETBACK FOR SPONSORS AS TEAM PENSKE FAILS TO QUALIFY

         As former winners Al Unser, Jr. and Emerson Fittipaldi
    (members of the Roger Penske racing team) failed to qualify for
    this year's Indianapolis 500, many reports focused on the
    disappointment of their corporate sponsors.  Their defeat was
    "shocking not only to the sports world, but also the business
    world that spends more than $5 million a year to sponsor each of
    the drivers."  By losing out on the Indy 500, sponsors miss an
    event that will draw over 400,000 spectators and watched by 8
    million viewers.  Eric Wright, VP of the tradeletter, SPONSORS
    REPORT:  "This is their Super Bowl."  Penske's main sponsor is
    Marlboro, a unit of Philip Morris, with Mobil, clothier Hugo Boss
    and auto glass and paint company, PPG Industries, also on board.
    The loss could also "cause headaches" for ABC, with the absence
    of two of the most popular drivers causing a possible ratings
    decline (James Peltz, L.A. TIMES, 5/23).  Goodyear, which
    sponsors Unser, said they will not feature him in any ads planned
    for Sunday's broadcast.  Carole Swartz, spokesperson for
    Goodyear's Racing Division:  "We usually feature people in the
    race."  Swartz said spots with Unser will run at some other time
    (Glenn Gamboa, AKRON BEACON JOURNAL, 5/23).  Mike Heistand gives
    a "thumbs down" to the Marlboro Man, "likely wishing he'd stuck
    to horses" (USA TODAY, 5/23).
         ON FIRE: After a 20-year absence, Firestone Co. will return
    to the Indy 500, supplying racing tires to eight cars, according
    to Raju Narisetti in this morning's WALL STREET JOURNAL.  A
    victory could "help restore Firestone's image" and position the
    company to win back marketshare from rival Goodyear.  Japan's
    Bridgestone Corp., which owns Firestone, is spending close to
    $30M on the project, including national TV ads on ESPN and ABC
    "bragging that 'The Legend Returns.'"  But there are risks, since
    a loss could make Firestone look more "like an also ran."  In
    addition, the effect of an Indy win on consumers is debatable.
    Meanwhile, Goodyear is ready for Firestone, having directed "more
    marketing resources" to its racing group last fall (WALL STREET
    JOURNAL, 5/23).
         TOO MUCH? In Chicago, auto writer Jim Mateja criticizes the
    excess sponsorship in racing.  Mateja: "There must be a contract
    that states any driver seen without a logo hat on and who doesn't
    mention his sponsors ... is banished ... The world's fastest
    profession isn't all that far removed from the world's oldest"
    (CHICAGO TRIBUNE, 5/22).
    

    Print | Tags: ABC, ESPN, Walt Disney
  • BASEBALL ALUMNI ARE A HIT WITH NABISCO, SARA LEE & MENNEN

         Major League Alumni's '95 marketing lineup will "feature
    promotions linking its roster of retired greats with Mennen,
    promotions with two divisions of Sara Lee Meals, and a return
    engagement with six Nabisco cookie and cracker brands," according
    to Terry Lefton in BRANDWEEK.  MLAM is a non-profit organization
    of retired major leaguers, which is handled by Pittsburgh-based
    Hawthorne Sports Marketing.  Among the summer brands to link
    themselves to MLAM:  Mennen's Skinbracer will be packaged with
    three trading cards commemorating great moments in baseball
    history;  Nabisco will offer a Grand Slam Snacks Sweepstakes with
    autographed baseball merchandise; Sara Lee's Mr. Turkey is
    running a discount ticket policy with minor league teams in 14
    cities.  Mr. Turkey will also do a phone-card promo with cards
    "bearing the likeness" of former baseball greats; and Sara Lee's
    Jimmy Dean sausage will come packaged with trading cards of
    former stars such as Mike Schmidt and Catfish Hunter (BRANDWEEK,
    5/22 issue).
    

    Print | Tags: Nabisco, Sara Lee
  • GOLF DEALS: MASTERCARD & THE COLONIAL; FORD ON SENIOR TOUR

         MasterCard will become title sponsor of the PGA Tour's
    Colonial Invitation Tournament in Fort Worth for the next three
    years, according to Jimmy Burch in this morning's FORT WORTH
    STAR-TELEGRAM.  A press conference tommorrow will confirm the
    details of the agreement.  The Colonial has been without a title
    sponsor since Southwestern Bell failed to renew its agreement in
    '94.  Earlier this month, MasterCard had signed a separate, one-
    year agreement to be "Presenting Sponsor" of this year's event.
    The tentative name for the event will be MasterCard Colonial
    National Invitation Tournament (FORT WORTH STAR-TELEGRAM, 5/23).
         FORD RENEWS SENIOR DEAL:  Ford Motor Company has renewed its
    title sponsorship of the Ford Senior Players Championship through
    1998.  Ford had one year remaining on its original three-year
    deal, which began in '93.  Ford's renewal guarantees purses of
    $1.5M, $1.6M and $1.7M in '96, '97, and '98, respectively.  The
    '95 event will be held July 13-16 at the TPC of Michigan in
    Dearborn, MI (PGA Tour).
    

    Print | Tags: MasterCard, PGA Tour
  • GROUP W SPORTS SIGNS AGREEMENT WITH ROTATIONAL SIGNS

         Group W Sports Marketing (GWSM) and Rotational Computerized
    Sign Automation (RCSA) have entered into a joint agreement
    specializing in event sponsorship and signage sales.  RCSA is the
    owner of Action View rotational signage.  In a related move, the
    two companies have aligned themselves with Network International,
    the advertising sales subsidiary of Spectacor Management Group.
    Under the relationship, Network International and GWSM will
    combine to offer advertisers signage opportunities, including
    RCSA's rotational signage in venues worldwide.  One of the first
    events under the agreement will be the ATP's RCA U.S. Hardcourt
    Tennis Tournament in Indianapolis (Group W).
    

    Print | Tags: ATP
  • MARKETPLACE ROUND-UP

         Two sponsorship opportunities:  the Women's Professional
    Fastpitch League in Minneapolis is seeking sponsors at various
    level for its 16 game exhibition series; and the Amateur All-Star
    Baseball League in Chicago is looking for sponsors for their
    third season of youth baseball tournaments (AD AGE, 5/22
    issue)....ThrustMaster, a Portland company that makes computer
    joysticks, will introduce Pro Play Golf, its new golf swing
    analyzer, on July 4. The product will cost approximately $800
    (Portland OREGONIAN, 5/19)....Coca-Cola announced that IBM would
    provide exclusive consulting services to Coca-Cola's commercial
    customers looking to reduce labor costs, develop new food
    concepts, adjust brand identities, or introduce new menus.  The
    agreement runs for two-years (N.Y. TIMES, 5/22). ....Regarding
    the NFL's possible ban on players wearing bandanas, ESPN's Bob
    Ley quoted 49ers' Eric Davis as saying: "Don't you suspect if
    they could put an NFL logo on it and market it, they would be
    interested then?" ("SportsCenter," ESPN, 5/23).....Publix Super
    Markets in FL, which reported a 1% decline in the 1stQ, blamed
    the baseball strike and the disrupted spring training (TAMPA
    TRIBUNE, 5/23).
    

    Print | Tags: Coca-Cola, ESPN, IBM, NFL, San Francisco 49ers, Walt Disney
  • RYKA FINANCIAL REPORT SHOWS GLIM PROSPECTS

         Ryka Inc.'s first quarter earnings released yesterday show
    the "troubled maker of women's footwear is just barely limping
    along in the aftermath of a failed merger with L.A. Gear,"
    according to this morning's BOSTON HERALD.  The company recorded
    a $2.2M loss for the quarter and "received a 39-day termination
    notice from its lender, Pro-Specs America Corp."  For the
    quarter, Ryka announced a net loss of $2.2M, or $.08 per share,
    on sales of $4.1M.  The loss includes $683,460 in merger related
    costs.  Ryka President Sherri Poe expressed disappointment over
    the results, while sources said the company is conducting "due
    diligence reviews of two unnamed investment partners" (Steff
    Gelston, BOSTON HERALD, 5/23).
    

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