SBD/31/Sponsorships Advertising Marketing

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  • CALLAWAY TEES OFF ON THE VEGAS STRIP

         Callaway Golf and Saint Andrews Golf Corp. signed a joint
    agreement to participate in the "Callaway Golf Country Club
    Driving Range."  The first location is to be a part of the All-
    American SportPark currently owned by Saint Andrews and under
    construction on the Las Vegas Strip.  Among the features of the
    Range: 14 acres with 80 practice stations, a Callaway Clubhouse,
    a Pro Shop with Callaway products and merchandise, and a training
    center.  Saint Andrews retains exclusive rights for the Driving
    Range in Las Vegas and to the concept and designs (Callaway/Saint
    Andrews).
    

    Print | Tags: Callaway Golf
  • IS STEVE YOUNG NOT THE MARKETABLE STAR SOME THOUGHT?

         After being Super Bowl MVP, Steve Young was expected to have
    a high endorsement profile.  "So, where is he?," asks Sean Horgan
    of the HARTFORD COURANT.  "Why isn't he throwing passes to Tweety
    for Big Macs, or running over Wile E. Coyote for some french
    fries. ... It's as if he grabbed the Super Bowl MVP trophy, went
    to Disney World and never came back."  Young has deals with
    Sprint, Frito-Lay, Nike, Rawlings, Scoreboard and All-Sport which
    pay him around $3M a year -- much more than other sports stars.
    But Leigh Steinberg, Young's agent and investor in Integrated
    Sports International, the sports marketing firm that handles
    Young, said the low-key approach has been by design:  "We turned
    down a large number of endorsements and decided not to do a lot
    of regional and local ads that were offered."  Steinberg  said
    the public "is going to start seeing ads on a national level
    featuring Steve."  Horgan writes that one of the reasons Young
    may be careful about marketing himself is that he hopes to enter
    politics and "he has to be careful about potential conflicts of
    interest."  Young's religion also "shapes his choice of
    commercial enterprises," as a Mormon he won't endorse any
    products that involve caffeine, alcohol or tobacco (HARTFORD
    COURANT, 5/29).
    

    Print | Tags: Nike, PepsiCo, Sprint, Walt Disney
  • LOCAL BASEBALL ADVERTISING STRIKING OUT; SPENDING DOWN 30%

         Combined local ad spending in baseball is "expected to be
    down" as much as 30% this season, according to the SPORTS
    ADVERTISING REPORT, a publication of TEAM MARKETING REPORT.
    Although the strike has forced ad rates down, many companies are
    still committing "significant" money to baseball.  Based on a
    144-game season, the following were designated the "Top Baseball
    Advertisers" (SPORTS ADVERTISING REPORT).  NOTES:  Estimated
    billings:  For broadcast, $286M (based on $3,300 per :30); Cable,
    $98.2M ($2,200 per :30); Radio,  $109M ($675 per :30).  IN-
    STADIUM SIGNAGE LEADERS:  1)  Anheuser-Busch, 2) Coca-Cola, 3)
    Miller, 4) Philip Morris (Marlboro).
         BROADCAST           CABLE TV              RADIO
         1. A-B $13M         1. Dodge $4.2M        1. Amoco $4.9M
         2. Ford $9.5M       2. Miller $3.1M       2. A-B $4.1M
         3. Southwest $9.3M  3. Southwest $2.5M    3. Chevy $4.0M
         4. Miller $5.7M     4. Jeep-Eagle $2.25M  4. Chrysler $3.6M
    

    Print | Tags: Anheuser Busch, Coca-Cola, DaimlerChrysler
  • MARKETPLACE ROUND-UP

         The Orioles, usually one of the toughest tickets in
    baseball, have taken out print ads in the Baltimore/DC area
    announcing game-night promotions and single game seats available
    for their upcoming 10-game homestand (Mult., 5/30)....Sales of
    Pacers merchandise in some areas of IN are up 30% since the
    playoffs began (Fort Wayne NEWS SENTINEL, 5/31)....Tommy Boy, the
    rap record label, has produced a new line of golf apparel.  The
    Links Look "follows vogues in hip-hop fashion derived from such
    exurban pastimes as yachting, hockey and soccer" (SI, 6/6
    issue)....Mountain Dew, the "phenomenon of the nonalcoholic
    beverage market," is profiled by Glenn Collins in the N.Y. TIMES.
    Dew currently ranks No. 6 in popularity, but "some PepsiCo
    executives predict privately Mountain Dew could unseat Diet Pepsi
    to break into the top five" (N.Y. TIMES, 5/30).  Pepsi will
    announced plans today to test Smooth Moos Smoothies, a low-fat
    line of dairy shakes, throughout TX and in parts of OK.  The
    drinks will be marketed to teenagers and sold in convenience
    stores (USA TODAY, 5/31)....Miller Brewing is talking to agencies
    about expanding its interactive marketing effort (N.Y. TIMES,
    5/31)....The Nets reportedly will not change their name next
    season.  There was talk of a name change to the "Swamp Dragons"
    (BOSTON HERALD, 5/28).
    

    Print | Tags: Baltimore Orioles, Indiana Pacers, Brooklyn Nets, PepsiCo, Sports Illustrated, YankeeNets
  • RAPTORS ADVERTISERS HOPE TO PULL YOU IN WITH DORNA SIGNS

         The Raptors have signed a deal with Dorna USA to use their
    AdTime rotational signage system at SkyDome during their '95-96
    inaugural season.  More than 200 feet of AdTime signage is
    currently installed along the ring of SkyDome's upper level
    during Blue Jays games and other events.  The deal will extend
    the AdTime system to the courtside area.  The Raptors are the
    16th NBA team to sign an agreement for AdTime, which is also used
    by 15 MLB teams, the AVP Tour, and this spring during the Stanley
    Cup playoffs (Dorna).
    

    Print | Tags: Maple Leaf Sports and Entertainment, MLB, NBA, Toronto Blue Jays, Toronto Raptors
  • SPONSORS STAYING WITH LPGA BECAUSE IT HELPS THEM SELL

         Sponsors of the LPGA Tour have "maintained a unified front"
    in the aftermath of CBS commentator Ben Wright's alleged remarks
    that corporations shy away from the sport because of lesbians on
    Tour, according to David Markiewicz of the DETROIT NEWS.  GM
    Oldsmobile took out a full-page ad in USA TODAY supporting the
    Tour, and execs from McDonald's, Sara Lee, Chrysler and other
    companies said they "invest in LPGA sponsorships simply because
    it's good marketing; they can reach the affluent female (and
    male) consumer they covet, and at a lower cost than men's golf."
    Tom Nelson, a spokesperson for State Farm Insurance: "When we
    decided to get involved in women's golf, (lesbianism) was never
    an issue, never discussed."  Oldsmobile spokesperson Gus Benz
    points out the advertiser-friendly demographics of the LPGA, and
    said nearly 49% of Olds' new car buyers are women, "making the
    LPGA a good fit."   Steve Ellis, an editor at GOLFWEEK magazine,
    contends the game won't be influenced by the latest publicity: "I
    look down the LPGA tournament schedule and I see the names of a
    bunch of Fortune 500 companies, and I don't feel this thing with
    Ben Wright will have any effect on them or their sponsorship.
    These CEO's are smart" (DETROIT NEWS, 5/29).
    

    Print | Tags: CBS, DaimlerChrysler, General Motors, LPGA, McDonalds, Sara Lee, Viacom
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