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SBD/4/Sponsorships Advertising Marketing
NIKE A PERFECT FIT AS NAME SPONSOR FOR 1998 MASTERS GAMES
Published May 4, 1995
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).