SBD/15/Sponsorships Advertising Marketing

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         A list of spending on national TV spots by the top sports
    advertisers in the first three months of '95, was compiled by the
    Nielsen Monitor-Plus Sports Facts.  Figures in millions (Michael
    Hiestand, USA TODAY, 6/15).
         1) Anheuser-Busch   $42.9M    6) Nike        $16.4M
         2) Chevrolet        $37.0     7) AT&T        $16.1
         3) IBM              $24.5     8) Frito-Lay   $16.0
         4) McDonald's       $22.5     9) Dodge       $13.4
         5) Ford             $19.9     10) Miller     $12.6

    Print | Tags: Anheuser Busch, ATT, General Motors, IBM, McDonalds, Nike, PepsiCo

         FORBES magazine will profile sports stars Isiah Thomas, now
    VP of Basketball Ops for the NBA Raptors, and 49ers QB Steve
    Young in its "CEO Profiles" ad campaign.  It marks the first time
    athletes have been used in the campaign, which was developed by
    Merkley Newman Harty, New York.  The print ads will appear in
    business publications, and the Wall Street Journal, New York
    Times, USA Today, Financial Times and Int'l Herald Tribune (AD
    AGE ONLINE, 6/15 issue).

    Print | Tags: Maple Leaf Sports and Entertainment, NBA, San Francisco 49ers, Toronto Raptors

         Group W Sports Marketing has reached an agreement with the
    Capitals and Bullets to "jointly handle advertising sales" of
    national and local spots on broadcast and cable TV for all Caps
    and Bullets games.  The agreement, announced by GSWM Senior VP &
    GM Bob Kunath and Capitol Region Sports Marketing President Susan
    O'Malley, "marks the first time the Capitals and Bullets have had
    an outside sales agency handle its broadcast sales
    representation."  For the past six years, GWSM has handled
    national ad sales for Caps and Bullets games on HTS.  On Tuesday,
    it was announced that HTS would produce all Caps and Bullets
    games, including those aired on new broadcast partner, WFTY-TV in
    DC.  Kunath, noting their similar deal with the Orioles, said
    that GWSM "now handles the full range of television advertising
    sales for the region's" MLB, NHL and NBA teams (Group W Sports).
    An ADWEEK analysis of the NFL notes that, for the first time,
    Group W will sell sponsorships within "Sunday Ticket,"  the
    league's satellite subscription service.  Group W has three to
    five 30-second spots per game in what would be local avails of
    the network feed (John Flinn, ADWEEK, 6/12).

    Print | Tags: Baltimore Orioles, Comcast-Spectacor, MLB, NBA, NFL, NHL, Washington Capitals

         Last night, ESPN's Mike Tirico reported that three San Diego
    TV station employees have filed a trademark application for
    commercial rights to the name "Air McNair" ("SportsCenter," ESPN,
    6/14).  If approved, Steve McNair, the Oilers' No. 1 pick, would
    lose the "exclusive control over the commercialization of his
    nickname, and potentially, millions of dollars."  The U.S.
    Department of Patents and Trademarks is expected to rule on the
    application within six months (HOUSTON CHRONICLE, 6/14).  USA
    TODAY's Michael Hiestand gives a "thumbs down" to the three.
    Hiestand: "Whether or not pro athletes are overpaid, they still
    deserve rights to their own nicknames" (USA TODAY, 6/15).

    Print | Tags: Edmonton Oilers, ESPN, Walt Disney

         The latest hot "fashion tip" may high top black Nikes   --
    "the Johnny Unitas look."  In Dallas, Barry Horn writes that
    "they will be the hottest selling shoe in Dallas-Fort Worth come
    late July," when Troy Aikman dons them for the first time during
    Cowboys training camp (DALLAS MORNING NEWS, 6/14)....The issue of
    brand names appearing on TV shows is analyzed by Fara Warner in
    this morning's WALL STREET JOURNAL.  Warner points to a Logo
    Athletic Lions jacket that has been featured by a character on
    ABC's "Home Improvement."  Tami Glenn, of Hollywood International
    Placements, calls product placement "a cheap advertising tool for
    a lot of companies that want product recognition, especially if
    the companies don't have big advertising budgets" (WALL STREET
    JOURNAL, 6/15)....This week's ADWEEK reports that the recent
    resignation of Reebok Chief Marketing Officer Robert Muller "is
    not expected to shake" the relationship between Reebok and its ad
    agency, Leo Burnett (AD WEEK, 6/12)....MLS announced that TSI
    Soccer, one of the country's largest soccer retailers, will be
    the league's official mail-order catalog (MLS).

    Print | Tags: ABC, Dallas Cowboys, Detroit Lions, MLS, Reebok, Walt Disney

         Sega of America's $50M "guerrilla marketing" blitz to sell
    their Saturn game is examined by Michelle Quinn of the SAN
    FRANCISCO CHRONICLE.  Sega's "self-described 'SWAT' marketing
    team" has done a deal with Coca-Cola and will run print ads in
    Playboy, Wired, Rolling Stone, and Sports Illustrated "trying to
    snare: Saturn's market of 18-35 year olds (SAN FRANCISCO
    CHRONICLE, 6/15).  Sega's shares fell 7.7% in early morning
    trading on the Tokyo Stock Exchange.  The reason was "fear of
    mounting competition" in the video game market, as news that
    Softbank and Microsoft are working on a joint venture to develop
    and market computer-game software which can be used on PCs (USA
    TODAY, 6/15).

    Print | Tags: Coca-Cola, General Motors, Microsoft, Sports Illustrated

         The Rockets completed a sweep of the Magic last night,
    causing some to examine the potential marketing fallout for the
    two-time champions and the runners-up.  A sampling:
         HAKEEM AND MARS' BIG RISK?  The "advertising world took
    notice" of Hakeem Olajuwon's deal with Uncle Ben's rice,
    according to Jay Matthews of the WASHINGTON POST.  Uncle Ben's
    "product symbol" is an elderly black man "who could be a cook on
    a Southern plantation," and Matthews wonders if Mars Inc., which
    owns Uncle Ben's, took a "risk in hiring a leading black athlete
    to sell its product."  Olajuwon's agent, Ralph Greene, admitted
    that the image was "a slave vestige," but said that the
    connection did not bother Olajuwon (WASHINGTON POST, 6/15).
    "Entertainment Tonight" profiled Olajuwon's Uncle Ben's deal and
    reported that some African-Americans are upset because of the
    logo, which they consider "demeaning to blacks" ("ET," 6/14).
    "Michael and McDonald's, Shaq and Pepsi, the Admiral and Pizza
    Hut, the Dream and Uncle Ben's rice.  What's wrong with this
    picture?," asks Tom Knott in Washington (WASHINGTON TIMES, 6/15).
    In New York, Richard Sandomir writes of Hakeem's "whole new
    transition game" to that of product pitchman.  Marty Blackman of
    Blackman & Raber, who matches athletes with advertisers, suggests
    Hakeem endorse Volvo -- the "perfect Dream vehicle" -- and Sharp
    business machines.  Brian Murphy, publisher of Sport Marketing
    Letter, sees him with Lexus or Craftsman tools (N.Y. TIMES,
    6/15).  In Toronto, Chris Young tries to sell Hakeem to Madison
    Avenue: "Self-effacing.  Team first.  Unpretentious.  An NBA guy
    who does a pilgrimage to Mecca, not Madonna" (TORONTO STAR,
    6/15).  Olajuwon was on the "Today" show this morning.  Hakeem on
    a "three-peat":  "I have to work on my game this summer and
    prepare for next year" (NBC, 6/15).
         HAPPY TO BE ON CLYDE'S SIDE:  Clyde Drexler's strong
    performance in the NBA Finals earned him the cover story in this
    week's SI, and is good news for two OR-based companies, Avia
    Group Int'l and BioArch.  For them, "it's the kind of national
    publicity that money can't buy."  Drexler wears Avia 910 Fly-By-U
    sneakers that retail for about $80, and is an investor in
    BioArch, a Portland foot-support maker launched by former Blazer
    physician Dr. Robert Cook.  Bioarch President Julia Cook said she
    hopes to put together a press tour with Drexler after the series,
    "primarily aimed at specialty magazines such as Runner's World
    and Self."  Attorney Paul Loving of Stoel River Boley Jones &
    Grey, said Drexler's "strengths are his clean-cut image; he's a
    family man.  He also speaks well and he's good looking. ... He's
    a different animal compared to a lot of young guys in this
    league" (Jeff Manning, Portland OREGONIAN, 6/14).
         WHO ELSE IS NEXT:  Other "possible endorsement winners,"
    include Sam Cassell, Robert Horry, Anfernee Hardaway and Horace
    Grant (Dottie Enrico, USA TODAY, 6/15).
         NO NEED TO CALL, THEY'RE ON THEIR WAY HOME:  In Orlando, the
    sale of telephone calling cards featuring Magic players have
    "taken a sharp turn upward since the playoffs began."  A
    Sprint/United Telephone-Florida spokesperson said sales of their
    cards featuring Nick Anderson and the team mascot have doubled
    (Rene Stutzman, ORLANDO SENTINEL, 6/15).
         IF IT AIN'T BROKE, DON'T FIX IT:  The Rockets' plans to
    change their logo and uniforms are being met with resistance by
    Houston fans.  A HOUSTON CHRONICLE comment line was "overloaded
    with calls" -- with votes against a change leading 5-to-1
    (HOUSTON CHRONICLE, 6/13).  In New York, George Vecsey writes of
    the change, "In sports, everything changes.  Usually to make a
    buck" (N.Y. TIMES, 6/15).

    Print | Tags: Houston Rockets, McDonalds, NBA, NBC, Orlando Magic, PepsiCo, Sports Illustrated, Sprint
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