SBD/12/Sponsorships Advertising Marketing

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         The Budweiser ads featuring three talking frogs was named
    the most popular TV ad campaign for the first three months of
    '95, according to a survey by Video Storyboard Tests, Inc.  The
    group interviewed more than 4,500 TV viewers.  Campaigns "that
    debuted during the Super Bowl helped several brands," including
    PepsiCo, which was No. 2 on the list.  The "Nothing Else is a
    Pepsi" campaign features a young boy sucked into a bottle.  Coca-
    Cola, which was No. 1 in '94, fell to No. 5.  Dave Vadehra,
    President of Video Storyboard Tests, said the "Always Coca-Cola"
    campaign has "become dated very fast."  Three brands off the list
    included Taster's Choice, Energizer, and Campbell's Soup, which
    had Nancy Kerrigan as a spokesperson last year.  The top ten TV
    campaigns of the first quarter:  Budweiser, Pepsi, McDonald's,
    Little Caesars, Coca-Cola, Pizza Hut, Bud Light, AT&T, Doritos,
    Nike (Harr Berkowitz, NEWSDAY, 6/9).

    Print | Tags: Anheuser Busch, ATT, Coca-Cola, McDonalds, Nike, PepsiCo

         Reebok is updating its Planet Reebok marketing concept with
    the introduction of a design and in-store merchandising program
    called "Mobius."  Rebook's new ad and point-of-purchase tagline
    is reportedly "This is my Planet."  The Mobius line, which will
    include all "performance product categories," will feature a
    campaign by Leo Burnett, USA next spring..... Quaker Oats is
    "breaking a $15 million pan-European Gatordade sports drink
    campaign by TBWA," presenting the drink as a "mainstream youth
    brand, rather than an older, sports-players' brand" (AD AGE
    ONLINE, 6/12). ....Athlete's Foot is looking to place stores
    inside bigger retailers, according to CEO Pierre Serralta.  The
    chain is looking to join with several department stores and could
    open the new outlets in '96 (ATLANTA CONSTITUTION, 6/11).... MLB
    Properties announced the names of two licensees who will be
    manufacturing milk caps and related products bearing the marks
    and logos of the 28 teams.  Russ Berrie & Co. has developed a MLB
    Grand Slammer Milk Cap Game, and A.C. Sales, a new MLB licensee,
    has developed different collector packs.  The merchandise will
    available July 1 (MLB)....ESPN's Keith Olbermann:  "Of all the
    strange sponsors names ever given to a sporting event, except for
    maybe the women's golf tournament named for Jamie Farr, perhaps
    this weekend's NASCAR stop is the strangest.  The Teamwork 500 is
    co-sponsored by General Motors and the United Auto Workers union.
    Grievances, they're wonderful" ("SportsCenter," 6/11)....ESPN's
    Mike Milbury reported that Nike is donating 200 sets of hockey
    equipment to Russia to help that country's underfunded hockey
    development programs ("National Hockey Night," 6/10)....Converse
    has cut 200 jobs at its Lumberton, NC, plant because of "soft
    domestic sales of some canvas footwear and a weak" U.S. retail
    market (N.Y. TIMES, 6/12).  Converse will also reportedly have a
    "major marketing agreement" soon with the Cowboys, as they will
    feature Converse-branded Cowboys apparel to arrive in stores in
    late fall (AD AGE ONLINE, 6/12)...PepsiCo has begun "preliminary
    testing of a carbonated beverage called Josta."  The product is
    made from the Brazilian guarana berry, has a high caffeine
    content, and has "been used for centuries by Amazon tribes as a
    stimulant and appetite suppresant.  Brazilians also praise the
    berry's use as an aphrodisiac, although such qualities have never
    been proven" (WALL STREET JOURNAL, 6/12)....Sporting Goods stocks
    are examined by Steve Halpern in the MIAMI HERALD.  Sporting
    goods stocks "have been trailing the pack recently, so buy in now
    and you'll be taking a victory lap next year."  Among the picks
    profiled:  Rawlings, Johnson Worldwide, Nike, First Team Sports,
    and CML Group (MIAMI HERALD, 6/10).

    Print | Tags: Converse, Dallas Cowboys, ESPN, General Motors, MLB, NASCAR, Nike, PepsiCo, Reebok, Walt Disney

         MCI's investment to secure naming rights to the proposed new
    arena in DC "could be a bargain," according to the WASHINGTON
    BUSINESS JOURNAL.  Although MCI CEO Bert Roberts refused to
    reveal what they are paying, sources close to negotiations said
    it was "more than the $10 million up-front payment" Bullets/Caps
    Owner Abe Pollin was seeking. April Young, a sports marketing
    professor at George Mason Univ., called arena naming rights a
    "very important symbol in MCI's desire to be seen as more user-
    friendly."  Young: "The hardest marketing problem of all is
    breaking through the clutter and this gives MCI a chance to do
    that."  More from Young:  "This is a really diffentent direction
    for MCI -- sports facilities have a unifying effect across a
    region."  An editorial in the BUSINESS JOURNAL calls MCI's
    investment "a singular act of courage and solidifies the
    telecommunications company's presence in Washington  (WASHINGTON
    BUSINESS JOURNAL, 6/15 issue).
         FRIENDS AND FAMILY AD RANK: MCI's "Friends and Family" ads
    are surveyed in USA TODAY'S Ad Track.  32% of those surveyed
    dislike the MCI ads, and only 42% have seen the ad (USA TODAY,


         The Kemper Open, played this past weekend in Avenel, MD, has
    lost "three major sponsorships, costing the tournament more than
    $100,00 in revenue," according to John Lombardo of the WASHINGTON
    BUSINESS JOURNAL.   A "primary" reason for the loss of corporate
    support is the U.S. Senior Open, which will be played next month
    at Betehsda's Congressional Country Club.  Kemper Open Chair Ben
    Brundred admitted they have "lost a couple of national companies
    to the Senior Open.  Companies that are usually with us and the
    Senior Open this year couldn't do both ... We will make up for it
    by cutting expenses."  At the Kemper, a corporate tent costs
    $38,500 (no catering), while at the U.S. Senior Open, a tent
    costs $75,000.  Lombardo writes, "as a result, the competition
    for corporate dollars has become fierce among tournament
    organizers as companies shop the tournaments to maximize their
    entertainment investment."  In '97, the U.S. Open will be at
    Congressional and Brundred is "already anticpating" an impact.
    Brundred: "Since we will be going back-to-back, the national
    sponsors will probably be going to Congressional and the local
    companies will be staying with us" (WASHINGTON BUSINESS JOURNAL,
    6/15 issue).
         PAYNE IN THE DUDS:  PGA star Payne Stewart's "signature NFL
    garb may be due for a big change after next year," according to
    Barker Davis of the WASHINGTON TIMES.  Stewart noted there is one
    more year on his NFL deal:  "Originally the NFL wanted to target
    the the golf audience for their merchandise, and they chose me as
    their representative.  But it's been about eight years and I
    don't know how much longer it's going to last" (WASHINGTON TIMES,

    Print | Tags: NFL, PGA Tour

         The Rockets will unveil new uniforms along with a new logo
    after the Finals, according to Sunday's HOUSTON CHRONICLE.
    Rockets officials "won't say what the new uniforms will look
    like," but a source familiar with the change said the logo is "a
    red rocket orbiting a basketball."  The Rocket will have teeth.
    The three new team colors are said to be red, "midnight blue, and
    metallic silver."  The new look was designed by a fan whose idea
    was picked among 5,000 contestants, and will be unveiled at the
    NBA draft on June 28.  The team hopes the new apparel will be
    available in stores shortly thereafter.  Before winning the NBA
    title last year, the Rockets ranked 22nd out of 27 in apparel
    sales, but last year they rose to 9th.  John Thomas, Rockets
    VP/Business Ops, said research showed that their merchandise "was
    historically among the poorest selling in the NBA ... They (the
    retailers) all told us that the logo was tired, old, and the
    colors, patricularly the yellow, were not fashionable to wear."
    The Rockets will join the Sonics and Hawks in introducing new
    uniforms for next season (Asin & Williams, HOUSTON CHRONICLE,

    Print | Tags: Atlanta Hawks, Houston Rockets, NBA
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