SBD/19/Sponsorships Advertising Marketing

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  • AD AGE RANKS NBA ENDORSEMENT POWER; YOUNG GUNS TAKE OVER

         Although the NBA season is over, the off-season -- when the
    league's stars "are in demand as ad spokesmen" -- has just begun,
    according to Jeff Jensen of ADVERTISING AGE.  Jensen surveyed
    several sports marketers about the players that "will be shopping
    themselves around this summer" and players were "assessed for
    their long-term potential."  Highlights -- GRANT HILL:
    Conventional Wisdom (CW) is up.  "He's the next Shaq, minus the
    manufactured hype."  SHAQUILLE O'NEAL:  CW is up.  "As Shaq gets
    better, he gets bigger, and his marketing clout grows. ...  Shaq
    sometimes comes across as a marketing mercenary."  ANFERNEE
    HARDAWAY:  CW is up.  Penny "has two big things going for him:
    his game and Nike. ... One gripe: Smile, son!"  Reggie Miller: CW
    is unclear.  HAKEEM OLAJUWON:  CW is unclear, but he could "be a
    print ad darling."  DAVID ROBINSON:  CW is unclear.  "Get Nike to
    give you more facetime."  CLYDE DREXLER:  CW is down.  "Could get
    a quick hit, but has no marketing legs."  DENNIS RODMAN:  CW is
    down.  "Unless he defuses himself, Mr. Rodman is an endorsement
    bomb."  SCOTTIE PIPPEN:  CW is down. "Marketable?  Don't make us
    laugh."  MICHAEL JORDAN: CW is down.  "Never thought we'd say
    this, but Jordan needs to improve his game" (AD AGE ONLINE,
    6/19).
         DREAM ON:  Frank Vuono, one of Olajuwon's representatives,
    told the ATLANTA CONSTITUTION's Ailene Voisin that he "expects to
    finalize a number" of endorsement deals within the next several
    weeks, with Coca-Cola among the possibilities.  Voisin is one of
    the few writers to mention the break between Olajuwon and former
    agent (and Shaq representative) Leonard Armato.  While Armato
    "still handles pre-existing deals, the two apparently differed
    philosophically, with Olajuwon embracing a more conservative
    approach and acknowledging a higher comfort level with more
    conventional products."  Vuono, a marketing consultant for
    Integrated Sports Int'l, says that although Olajuwon "still
    speaks in broken English," the positive exposure of the last two
    NBA Finals have helped his marketability (ATLANTA CONSTITUTION,
    6/18).  Olajuwon signature shoes, manufactured by Spalding, will
    be available at the beginning of next season.  Hakeem Game 1 will
    retail for $40-50 and run with the tagline "Finish Strong"
    (HOUSTON CHRONICLE, 6/16).  This week's TIME profiles Olajuwon's
    deals (TIME, 6/26).      FINALS WRAP-UP:  In Dallas, Kevin
    Blackistone looks at the Reebok ads featuring mothers of NBA
    players, and writes, "In the lives of these young men, fathers,
    for the most part, didn't exist."  Reebok Basketball Marketing
    Dir Dan Brown: "If we look at the market we are trying to sell
    to, the trend setter is a 17-year-old African American who is in
    the malls every week. ... Women in those households are generally
    the sole provider" (DALLAS MORNING NEWS, 6/18).
    

    Print | Tags: Coca-Cola, NBA, Nike, Reebok, Russell Athletic
  • AD AGE RANKS NBA ENDORSEMENT POWER; YOUNG GUNS TAKE OVER

         Although the NBA season is over, the off-season -- when the
    league's stars "are in demand as ad spokesmen" -- has just begun,
    according to Jeff Jensen of ADVERTISING AGE.  Jensen surveyed
    several sports marketers about the players that "will be shopping
    themselves around this summer" and players were "assessed for
    their long-term potential."  Highlights -- GRANT HILL:
    Conventional Wisdom (CW) is up.  "He's the next Shaq, minus the
    manufactured hype."  SHAQUILLE O'NEAL:  CW is up.  "As Shaq gets
    better, he gets bigger, and his marketing clout grows. ...  Shaq
    sometimes comes across as a marketing mercenary."  ANFERNEE
    HARDAWAY:  CW is up.  Penny "has two big things going for him:
    his game and Nike. ... One gripe: Smile, son!"  Reggie Miller: CW
    is unclear.  HAKEEM OLAJUWON:  CW is unclear, but he could "be a
    print ad darling."  DAVID ROBINSON:  CW is unclear.  "Get Nike to
    give you more facetime."  CLYDE DREXLER:  CW is down.  "Could get
    a quick hit, but has no marketing legs."  DENNIS RODMAN:  CW is
    down.  "Unless he defuses himself, Mr. Rodman is an endorsement
    bomb."  SCOTTIE PIPPEN:  CW is down. "Marketable?  Don't make us
    laugh."  MICHAEL JORDAN: CW is down.  "Never thought we'd say
    this, but Jordan needs to improve his game" (AD AGE ONLINE,
    6/19).
         DREAM ON:  Frank Vuono, one of Olajuwon's representatives,
    told the ATLANTA CONSTITUTION's Ailene Voisin that he "expects to
    finalize a number" of endorsement deals within the next several
    weeks, with Coca-Cola among the possibilities.  Voisin is one of
    the few writers to mention the break between Olajuwon and former
    agent (and Shaq representative) Leonard Armato.  While Armato
    "still handles pre-existing deals, the two apparently differed
    philosophically, with Olajuwon embracing a more conservative
    approach and acknowledging a higher comfort level with more
    conventional products."  Vuono, a marketing consultant for
    Integrated Sports Int'l, says that although Olajuwon "still
    speaks in broken English," the positive exposure of the last two
    NBA Finals have helped his marketability (ATLANTA CONSTITUTION,
    6/18).  Olajuwon signature shoes, manufactured by Spalding, will
    be available at the beginning of next season.  Hakeem Game 1 will
    retail for $40-50 and run with the tagline "Finish Strong"
    (HOUSTON CHRONICLE, 6/16).  This week's TIME profiles Olajuwon's
    deals (TIME, 6/26).      FINALS WRAP-UP:  In Dallas, Kevin
    Blackistone looks at the Reebok ads featuring mothers of NBA
    players, and writes, "In the lives of these young men, fathers,
    for the most part, didn't exist."  Reebok Basketball Marketing
    Dir Dan Brown: "If we look at the market we are trying to sell
    to, the trend setter is a 17-year-old African American who is in
    the malls every week. ... Women in those households are generally
    the sole provider" (DALLAS MORNING NEWS, 6/18).
    

    Print | Tags: Coca-Cola, NBA, Nike, Reebok, Russell Athletic
  • FACING LEGAL CHALLENGES, TICKETMASTER LOOKS FORWARD

         Ticketmaster, which has exclusive control over an "estimated
    two-thirds of the major stadiums, arenas, and amphitheaters in
    urban centers -- and provides tickets for more than 50 major
    professional sports teams," is profiled in the current BUSINESS
    WEEK.  The federal government, state law enforcers, and private
    litigants are all "questioning the legality of Ticketmaster's
    dominance in the ticketing industry."  Ticketmaster CEO Fredric
    Rosen has "locked up the choicest promoters and sites," and made
    many of the deals by "visiting cash squeezed arena owners and
    offering them money ... as a guarantee against their share of
    future service fees."  In turn, Ticketmaster's "aggressive climb
    has enabled it to call most of the shots in its market," which
    has led to high ticket surcharges.  But the legal challenges may
    be "taking [their] toll," as Ticketmaster lost the "coveted
    contract" to sell tickets to the '96 Olympic Games to Protix.
    But Ticketmaster is looking ahead to new ventures, including a
    shopping channel to sell merchandise, and by going online to sell
    their services.  Rosen is also looking to reduce the companies
    "dependence on ticket sales" which make up 95% of revenue,
    especially as competitors move into the ticketing industry
    (Himelstein & Grover, BUSINESS WEEK, 6/26 issue).   Rosen is also
    featured in the L.A. TIMES.  Within weeks, Ticketmaster will be
    on the World Wide Web, and is looking at using its phone system
    to sell airline tickets (Helm & Phillips, L.A. TIMES, 6/19).
    

    Print | Tags: Ticketmaster
  • FACING LEGAL CHALLENGES, TICKETMASTER LOOKS FORWARD

         Ticketmaster, which has exclusive control over an "estimated
    two-thirds of the major stadiums, arenas, and amphitheaters in
    urban centers -- and provides tickets for more than 50 major
    professional sports teams," is profiled in the current BUSINESS
    WEEK.  The federal government, state law enforcers, and private
    litigants are all "questioning the legality of Ticketmaster's
    dominance in the ticketing industry."  Ticketmaster CEO Fredric
    Rosen has "locked up the choicest promoters and sites," and made
    many of the deals by "visiting cash squeezed arena owners and
    offering them money ... as a guarantee against their share of
    future service fees."  In turn, Ticketmaster's "aggressive climb
    has enabled it to call most of the shots in its market," which
    has led to high ticket surcharges.  But the legal challenges may
    be "taking [their] toll," as Ticketmaster lost the "coveted
    contract" to sell tickets to the '96 Olympic Games to Protix.
    But Ticketmaster is looking ahead to new ventures, including a
    shopping channel to sell merchandise, and by going online to sell
    their services.  Rosen is also looking to reduce the companies
    "dependence on ticket sales" which make up 95% of revenue,
    especially as competitors move into the ticketing industry
    (Himelstein & Grover, BUSINESS WEEK, 6/26 issue).   Rosen is also
    featured in the L.A. TIMES.  Within weeks, Ticketmaster will be
    on the World Wide Web, and is looking at using its phone system
    to sell airline tickets (Helm & Phillips, L.A. TIMES, 6/19).
    

    Print | Tags: Ticketmaster
  • INDY RACING LEAGUE ON LOOKOUT FOR SPONSORS

         The Indianapolis Motor Speedway (IMS) is looking for
    marketers to sign on their sponsorship program for the Indy
    Racing League (IRL) '96 Series, which will consist of five races,
    including the Indy 500 and the inaugural Indy 200 at Disney
    World.  Clarion Performance Properties, the marketing agency for
    IMS, will help develop and implement marketing programs.  Each
    IRL sponsor will purchase a one-year package which includes ABC-
    TV advertising, on-site signage, hospitality, program ads, radio,
    international TV, and other features for each of the five races.
    Title sponsorship of one of the races is also available for
    sponsors.  Bill Donaldson, President of IMS Properties, said "by
    grouping all the races together into one sponsor package we
    create a cooperative group of partners motivated to promote the
    whole series."  Donaldson also said the sponsors exclusivity
    helps defend against ambush marketing (Clarion).
         PPG CAUGHT IN THE MIDDLE:   PPG, the Pittsburgh-based
    automotive paint company and one of the largest sponsors of the
    IndyCar World Series, is "caught in the crossfire of a fued
    between the fledgling Indy Racing League and the established
    IndyCar circuit."  In the past, PPG has paid $100,000 to the Indy
    500 Pole Winner, but the company also supports the IndyCar World
    Series with a $1M payoff to the champ and other prize money to
    the top 19 other drivers.  PPG has separate contracts with each
    organization and hopes to have both signed within the next couple
    of weeks.  The company "will continue as IndyCar series sponsor
    and will pay points at Indianapolis" (MIAMI HERALD, 6/17).
    

    Print | Tags: ABC, Indianapolis Motor Speedway, IndyCar, Walt Disney
  • INDY RACING LEAGUE ON LOOKOUT FOR SPONSORS

         The Indianapolis Motor Speedway (IMS) is looking for
    marketers to sign on their sponsorship program for the Indy
    Racing League (IRL) '96 Series, which will consist of five races,
    including the Indy 500 and the inaugural Indy 200 at Disney
    World.  Clarion Performance Properties, the marketing agency for
    IMS, will help develop and implement marketing programs.  Each
    IRL sponsor will purchase a one-year package which includes ABC-
    TV advertising, on-site signage, hospitality, program ads, radio,
    international TV, and other features for each of the five races.
    Title sponsorship of one of the races is also available for
    sponsors.  Bill Donaldson, President of IMS Properties, said "by
    grouping all the races together into one sponsor package we
    create a cooperative group of partners motivated to promote the
    whole series."  Donaldson also said the sponsors exclusivity
    helps defend against ambush marketing (Clarion).
         PPG CAUGHT IN THE MIDDLE:   PPG, the Pittsburgh-based
    automotive paint company and one of the largest sponsors of the
    IndyCar World Series, is "caught in the crossfire of a fued
    between the fledgling Indy Racing League and the established
    IndyCar circuit."  In the past, PPG has paid $100,000 to the Indy
    500 Pole Winner, but the company also supports the IndyCar World
    Series with a $1M payoff to the champ and other prize money to
    the top 19 other drivers.  PPG has separate contracts with each
    organization and hopes to have both signed within the next couple
    of weeks.  The company "will continue as IndyCar series sponsor
    and will pay points at Indianapolis" (MIAMI HERALD, 6/17).
    

    Print | Tags: ABC, Indianapolis Motor Speedway, IndyCar, Walt Disney
  • MARKETPLACE ROUNDUP

         Slazenger, the manufacturer of Wimbledon tennis balls since
    1902, has worked on producing a slower ball for this year's
    tournament.  Slazenger "refuses to provide any technical
    information about the precise changes in the balls, saying only
    that nothing but the pressure has been changed" (FINANCIAL TIMES,
    6/19)....Jim Ferguson, the "advertising whiz" who created the
    "Nothing But Net" McDonald's commercial and the "Little Giants,"
    is profiled in the DALLAS MORNING NEWS.  Ferguson is now Chief
    Creative Officer of DDB Needham in Dallas (DALLAS MORNING NEWS,
    6/18)....The sale of hot dogs, peanuts, beer and soda are all off
    50% or more at MLB ballparks, according to the current issue of
    BUSINESS WEEK.  One factor is the "post strike crowd mix," as the
    fans who are going to the games may be more "resistant to pricey
    stadium fare."  BUSINESS WEEK:  "Why not try temporary discounts,
    as some teams have done with tickets?  Few concessionaires even
    considered this" (BUSINESS WEEK, 6/26 issue).
    

    Print | Tags: McDonalds, MLB
  • MARKETPLACE ROUNDUP

         Slazenger, the manufacturer of Wimbledon tennis balls since
    1902, has worked on producing a slower ball for this year's
    tournament.  Slazenger "refuses to provide any technical
    information about the precise changes in the balls, saying only
    that nothing but the pressure has been changed" (FINANCIAL TIMES,
    6/19)....Jim Ferguson, the "advertising whiz" who created the
    "Nothing But Net" McDonald's commercial and the "Little Giants,"
    is profiled in the DALLAS MORNING NEWS.  Ferguson is now Chief
    Creative Officer of DDB Needham in Dallas (DALLAS MORNING NEWS,
    6/18)....The sale of hot dogs, peanuts, beer and soda are all off
    50% or more at MLB ballparks, according to the current issue of
    BUSINESS WEEK.  One factor is the "post strike crowd mix," as the
    fans who are going to the games may be more "resistant to pricey
    stadium fare."  BUSINESS WEEK:  "Why not try temporary discounts,
    as some teams have done with tickets?  Few concessionaires even
    considered this" (BUSINESS WEEK, 6/26 issue).
    

    Print | Tags: McDonalds, MLB
  • MORE CHANGES AT REEBOK AS DE BOER LEAVES AVIA SUBSIDIARY

         Reebok International Ltd. announced that Harry de Boer,
    President of Reebok's Avia Group International has resigned to
    "pursue other interests."  Reebok named Robert Slattery, who was
    Chair & CEO of Reebok subsidiary Rockport Co., as the new
    President of Avia.  In May, Reebok's Chief Marketing Officer
    Roberto Muller resigned, and company President John Duerden
    resigned in April.  De Boer joined Avia in '90 and was named CEO
    in '92.  Avia's first quarter sales in '95 were $32.2M, a 24%
    decline from the same quarter a year ago (BOSTON GLOBE, 6/17).
    

    Print | Tags: Reebok
  • MORE CHANGES AT REEBOK AS DE BOER LEAVES AVIA SUBSIDIARY

         Reebok International Ltd. announced that Harry de Boer,
    President of Reebok's Avia Group International has resigned to
    "pursue other interests."  Reebok named Robert Slattery, who was
    Chair & CEO of Reebok subsidiary Rockport Co., as the new
    President of Avia.  In May, Reebok's Chief Marketing Officer
    Roberto Muller resigned, and company President John Duerden
    resigned in April.  De Boer joined Avia in '90 and was named CEO
    in '92.  Avia's first quarter sales in '95 were $32.2M, a 24%
    decline from the same quarter a year ago (BOSTON GLOBE, 6/17).
    

    Print | Tags: Reebok
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