SBD/25/Sponsorships Advertising Marketing

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  • BEVERAGE NEWS: CADBURY PRES. ON COCA-COLA'S BARQ'S DEAL

         Jack Brock, U.S. Soft Drink President for Cadbury Schweppes,
    said he has told the FTC it should reject Coca-Cola's pending
    acquistion for Barq's Inc., the New Orleans-based root beer
    company.  Brock: "We don't have a problem with (Coca-Cola)
    devloping a brand.  But Coke already has such a dominant position
    in the market."  Cadbury North America owns the A&W, Hires, and
    IBC root beer brands, and Brock claimed they would lose over 20
    million cases a year produced by Coca-Cola bottlers (Chris Roush,
    ATLANTA CONSTITUTION, 5/25)....Coca-Cola Co. calls its "Red Hot
    Summer Promotion" beginning June 1 the largest promotion in the
    company's history.  The "under-the-cap promotion" will run for 13
    weeks and offer $55M in available prizes and $1.5B in discounts.
    Prizes include Ford Explorer Sports trucks, and more than 100
    million discounts on Foot Locker merchandise (AD AGE ONLINE,
    5/25).
    

    Print | Tags: Coca-Cola, Foot Locker/Venator Group
  • HOLY SPONSORSHIP AGREEMENT: ELLIOTT, MCDONALD'S & BATMAN?

         Bill Elliott has painted his Ford Thunderbird black to
    resemble the Batmobile in order to coincide with an advertising
    campaign by McDonald's.  The fast food chain, Elliott's primary
    sponsor, kicks off its "Batman Forever" promotion on June 1.  The
    color switch will be effective from Sunday's Coca-Cola 600 in
    Charlotte through the rest of the '95 season (AP/ATLANTA
    CONSTITUTION, 5/24).
    

    Print | Tags: Coca-Cola, McDonalds
  • MARKETPLACE ROUND-UP

         International Ice Hockey Federation President Rene Fasel's
    visit to Portland, OR, on Tuesday, was reportedly to meet with
    with Nike officials, according to the GLOBE & MAIL's William
    Houston.  The IIHF's deal with Reebok has expired (Toronto GLOBE
    & MAIL, 5/25)....In the current issue of SI, "Scorecard" examines
    Reebok's deal with 14-year-old tennis star Venus Williams,
    comparing it to a similar contract with then-phenom Jennifer
    Capriati.  Reebok is credited with paying Williams despite the
    fact she will play in only three tournaments, thereby not
    "overextending" her to fulfill schedule requirements.  But, SI
    adds, "she has done nothing to merit such riches except provide
    one tantalzing glimpse of raw talent" (SI, 5/29 issue)....Walt
    Disney announced an "unprecedented move by a major studio" as
    they plan to make a motion picture that will be distributed
    directly to video stores and bypass theaters.  The movie will be
    "Honey, I Shrunk the Parents" and star Rick Moranis (WALL STREET
    JOURNAL, 5/25).... Timberland will reportedly switch ad agencies
    from Mullen Advertising to BBDO, New York (BOSTON HERALD,
    5/25)....CBS' Herb Weisbaum looked at the electronic game market,
    including new machines by Sega, Nintendo, and Sony.  Weisbaum
    said not to expect the $400 price of the new Sega Saturn system
    "to come down anytime soon" ("CBS This Morning," 5/25).
    

    Print | Tags: BBDO, CBS, General Motors, Nike, Reebok, Sports Illustrated, Viacom, Walt Disney
  • MASTERCARD MAKES IT OFFICIAL WITH COLONIAL SPONSORSHIP

         MasterCard International confirmed yesterday they will be
    title sponsor of the Colonial Invitiational PGA Tour thorugh the
    '98 event.  As title sponsor of next year's event, MasterCard
    "will pay about half of the prize money ($1.4 million) and
    bankroll half of the 32 30-second spots run on the CBS
    broadcast."  The package is estimated to be worth up to $3M,
    although details were not released.  In return, MasterCard will
    get its name in all mentions of the tournament, a skybox
    hospitality room next to the 18th green, and "an unspecified
    number of spots in the pro-am tournament."  PGA Tour Commissioner
    Tim Finchem said the search took almost two years.  Finchem: "Ten
    years ago, a corporation's decision to sponsor a tournament would
    be made in about a week.  Today, the process is much more
    laborious.  Corporations want to examine every detail before they
    sign up" (Dan Piller, FT. WORTH STAR-TELEGRAM, 5/25).
         THE ROOT OF ALL EVIL?  With the signing of MasterCard, the
    Colonial becomes "another traditional title ... obscured for the
    stake of the corporate dollar," according to Steve Hershey in
    this morning's USA TODAY.  The PGA Tour "is gaining corporate
    dollars but losing its history."  PGA Tour Exec VP/Tournament
    Affairs Steve Rankin says that although the Tour has lost four
    sponsors in the last two years (Northern Telcom, Nestle, H-E-B,
    and Hardee's), they are "about where we normally are."  Rankin:
    "There always is going to be some volatility with a couple of
    situations."  But on the "brighter side," both the Motorola
    Western Open and The Memorial by Dean Witter have increased their
    purse to make their events more attractive.  But now that $1.2-
    $1.5M purses "are commonplace, sponsor investments are leveling
    off -- and getting harder to find."  Hershey notes that the New
    England Classic hasn't had a sponsor since '90, and the Bay Hill
    Club in Orlando is yet to replace Nestle, even with Arnold Palmer
    as a host (USA TODAY, 5/25).
    

    Print | Tags: CBS, MasterCard, Motorola, PGA Tour, Viacom
  • NEWCOMERS SCORE HOLE IN ONE IN THE GOLF CLUB MARKET

         Callaway Golf, Cobra Golf, and Taylor Made have "clobbered"
    such established competitors as Wilson, Spalding, and MacGregor
    in the golf club market, according to FORTUNE.  Callaway, Cobra
    and Taylor Made "own" the market for drivers that cost more than
    $200.  Bill Saporito notes that this "high-end" market is a $3B
    business at wholesale.  Callaway Golf's sales rose 77% last year
    to $449M with profits at $78M, while Cobra saw sales rise 121% to
    $124M with a $23M profit.  President of New York's World of Golf
    David Braham: "Callaway is hot, Taylor Made is hot, Cobra is hot,
    and virtually everything else isn't."  This success has drawn a
    "host of competitors" into the market.  Wilson, PowerBilt, and
    Lynx offered new product lines at Professional Golfers
    Association trade show in January.  In addition, startups such as
    GolfGear Int'l and Goldwin Golf are taking a high-tech approach
    to club making that Callaway Golf used in the design and
    production of its "innovative" Big Bertha driver (Bill Saporito,
    FORTUNE, 6/12 issue).
    

    Print | Tags: Callaway Golf, Acushnet, Minnesota Lynx, Russell Athletic, Washington Nationals, Wilson Sporting Goods
  • THE BABE, REGGIE, AND ALBERT? INDIANS STAR GETS CANDY BAR

         Malley's Chocolates has introduced the Albert Belle Bar, a
    chocolate crunch bar that will cost $1.  Belle said he was
    honored to be chosen by Malley's.  Belle: "With the strength of
    our team this year, Malley's could have chosen just about
    anybody's name to go on their candy bar."  But Belle's hitting
    made the decision easy for Malley's.  Malley's Chocolates
    President Bill Malley: "Albert crunches the ball so often we
    decided to make it a chocolate crunch bar" (Cleveland PLAIN-
    DEALER, 5/24).
    

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  • TRACK STAR POWELL SIGNS DEAL WITH FOOT LOCKER & FILA

         Mike Powell, who holds the world record in the long jump,
    has re-signed with Foot Locker and inked a new deal with Fila,
    USA -- both run for three years through '97.  Jerry Canning,
    VP/Marketing Services for Foot Locker, called Powell "a major
    asset as we move into the '96 Olympic year and thereafter."  The
    Fila deal represents the first for the company with a field event
    athlete (Foot Locker).
    

    Print | Tags: Fila USA, Foot Locker/Venator Group
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