SBD/4/Sponsorships Advertising Marketing

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  • HAKEEM BRINGS SNEAKERS TO THE MASSES

         Hakeem Olajuwon's new deal with Spaulding is analyzed in the
    current issue of INSIDE SPORTS.  Olajuwon could have signed a
    lucrative deal with high-profile companies Reebok and Nike, but
    "opted to help design a line" with Spaulding that would cost less
    than $50/pair.  Spaulding is "not a big player in the realm of
    high priced hi-tops but the dominant maker in the mass market --
    outlets such as Kmart and Target -- where America buys 38% of its
    athletic shoes."  The Olajuwon line will be in stores this fall
    and be priced between $35-$45.  But "rival shoe companies no
    doubt will snicker over" Olajuwon's venture.  Nike PR Manager Tom
    Feuer:  "I doubt very much that Olajuwon's shoes have a Nike kind
    of workmanship."  But INSIDE SPORTS' Alex Hecht calls it "a wise
    business decision" for Olajuwon.  He gets a "financially
    comparable" deal, when "there is no denying that his thick
    Nigerian accent has hindered his overall commercial viability."
    And because of the mass marketing, price "will be the driving
    force" (INSIDE SPORTS, 6/95).
    

    Print | Tags: Nike, Reebok
  • MARKETPLACE ROUND-UP

         Boston Beer Co., which produces Samuel Adams beer, has
    chosen Weiden & Kennedy to provide creative work for their ad
    campaign (Portland OREGONIAN, 5/3)....Chevrolet will build on its
    America3 sponsorship as title sponsor of the Chevrolet Stadium
    Sailing National Finals in San Diego on May 13.  The event, a
    miniature version of the America's Cup, has sixteen regional
    qualifiers competing for the top prize (Chevrolet)....14-year old
    Joel Lemmon will host Grant Hill during a visit to Finley Junior
    High School in Hungington, NY.  Lemmon was a winner of the
    "SkyBox Visit My School Sweepstakes," a component of the NBA's
    Stay in School Program (NBA)....Bruce Herman, who writes the
    player notes forfor Topps baseball cards, is profiled in this
    morning's WASHINGTON POST.  Herman: "We just would not write
    anything negative about a player.  These cards are not supposed
    to be Sports Illustrated" (WASHINGTON POST, 5/4)....Miller
    Brewing has formed an alliance with Costa Rica's Cerveceria
    Americana SA to further its reach in to Latin America (WALL
    STREET JOURNAL, 5/4).
    

    Print | Tags: General Motors, NBA, Sports Illustrated, Time Warner
  • NIKE A PERFECT FIT AS NAME SPONSOR FOR 1998 MASTERS GAMES

         PacifiCorp CEO Frederick Buckman was introduced Tuesday as
    President of World Masters Games 1998 Inc., a new non-profit
    company organizing the games, which will be held in Portland, OR.
    In return for paying $500,000 to Masters Games organizers while
    Portland was in competition with Durban, South Africa, to host
    the Games, Nike received the rights to be name sponsor of the '98
    Games.  Open to competitors 30 years old and up, the Masters
    Games will enable Nike to reach an important demographic for the
    company, according to Nike Int'l Marketing Dir Steve Miller.  The
    package also gives Nike the option for name sponsorship of the
    2002 Games.  Other significant backers for the event include
    Portland law firm Stoel Rives Boley Jones & Grey and US West.
    Even though the inaugural '86 World Masters Games in Toronto and
    the '90 Games in Copenhagen were not financially successful,
    organizers are optimistic about the '98 games and Nike's
    involvement.  Portland Metropolitan Sports Authority Exec Dir
    Craig Honeyman:  "We put together a very professional bid
    package.  But the bottom line is, without Nike, we couldn't have
    been competitive with Durban" (Jeff Manning, Portland OREGONIAN,
    5/3).
         KI-JANA'S NIKE KINGDOM?  Following his representation deal
    with Nike Sports Management (see THE DAILY, 5/2), the NFL's No. 1
    draft pick, Ki-Jana Carter, has signed a sponsorship deal with
    Nike.  Although a marketing strategy is in the planning stages,
    Nike spokesperson Tom Feuer said a TV campaign "has a good chance
    of happening."  Feuer:  "It's unprecedented that a player just
    drafted would even be talked about for a TV spot so soon. ...
    There are just ideas going around, but we'd like to get across
    that he's a high-quality person" (Geoff Hobson, CINCINNATI
    ENQUIRER, 5/4).
         SIR CHARLES ON NIKE:  In the current issue of SPORT
    magazine, Charles Barkley speaks on his relationship with Nike.
    On the "role model" and P.L.A.Y. campaigns:  "I wanted to do
    something about the drive-by shooting, and I wanted to do the
    role model thing.  Nike just had the courage to do them."  Asked
    if he thought Nike would help him if he were to enter politics:
    "I think they would help me.  I'm not a slave to them ... I'd
    want to be able to go back to them in the future and say, 'Hey,
    listen, I'm trying to accomplish something here. Help me out"
    (SPORT, 6/95).
    

    Print | Tags: NFL, Nike, US West/Qwest
  • WTA TOUR HIRES ITS FIRST- EVER VP OF MARKETING

         The WTA has hired David Fechtman as the tour's first-ever VP
    of Marketing and Communications.  The hiring comes as part of the
    Tour's worldwide expansion and will provide the "first
    opportunity to market women's tennis under the unified banner of
    the WTA Tour," according to WTA Tour CEO Anne Person-Worcester.
    Worcester told THE SPORTS BUSINESS DAILY that Fechtman's
    responsibilities will include the development of a comprehensive
    global marketing and communications plan that will include tour
    licencing, merchandising, endorsements, broadcast, publishing,
    public relations promotions and advertising.  Worcester:  "The
    new position is vitally important to all of our marketing plans."
    Worcester said the WTA's comprehensive plan will mark "a series
    of firsts":  "In terms of women's tennis, we're launching the
    first-ever licensing and merchandising program, the first-ever
    centralized TV package and the first-ever tour-wide endorsement
    program" (THE DAILY).  Fechtman's experience includes positions
    in marketing, broadcast and operations with World Cup '94, the
    ITF, ATP, the Grand Slam Cup and Hakuhodo Advertising (WTA TOUR).
    

    Print | Tags: ATP
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