SBD/22/Sponsorships Advertising Marketing

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  • IT'S TIME FOR A SPONSORSHIP STORY "BROUGHT TO YOU BY CNN"

         CNN's Casey Wayans reported on the high frequency of
    advertising during sports broadcasts through non-traditional
    ways.  Sponsorships such as the "Prudential at the Half," and the
    "McDonalds Game Break," have become more prevalent. Dutch Boy
    Paints, which sponsors the "In the Paint" highlight package on
    NBA broadcasts, claims sales have increased 31% since starting
    the deal in 1992.  Dutch Boy President Scott King:  "Marketing
    today is a lot more than just running TV commercials.  When
    people think of in the paint, they think of Dutch Boy, so we're
    looking at awareness, and of course, sales."  MCI, which sponsors
    the "Long Distance Home Run," aims their promotions at consumers
    who "tune out" commercials.  Scott Ross, President of MCI
    Business Markets:  "What we would like to do through the long-
    distance home run spots, is once again promote the MCI brand
    image and tie it to a sporting event or activity that the viewer
    can focus in on."  Wayans reported that these sponsorships are
    cheaper than buying and producing ads.  Dean Barrett, VP/Sports
    Promotion for McDonalds:  "This allows us a unique way of
    bringing the NFL alive.  It really is not an incremental cost to
    the advertiser, it's really part of the overall program."
    Wayans: "The bottom line is these spots are cost effective"
    ("Moneyline," CNN, 6/21).
    

    Print | Tags: NBA, NFL, Time Warner
  • MARKETPLACE ROUND-UP

         A federal judge granted Taylor Made Golf a temporary
    restraining order shutting down sales of copies of its Burner
    Bubble metalwoods by OH-based Gary's Custom Golf (Taylor
    Made)....George Foreman and Mile Record Holder Steve Scott will
    be featured at the Sunoco Welcome America Event in Philadelphia
    from June 24-July 4.  Kicking off festivities will be the Wawa
    Market Street Mile on June 27, featuring Scott (Sunoco)....Sega
    of America has awarded media buying and the print part of its ad
    account to McCann-Erickson Worldwide, San Francisco, from BBDO
    Worldwide, Los Angeles (AD AGE ONLINE, 6/22)....The Sponsorship
    Group of London has acquired 70% of Championship Group, an
    Atlanta-based sales promotion/sports marketing agency.
    Championship Group will operate its U.S. business independently,
    retaining its name and personnel (AD AGE ONLINE, 6/22).... USA
    TODAY looks at "Fashion at Wimbledon," the event that calls for
    players to wear predominately white apparel.  Agassi is
    reportedly set to wear all-white Nike oversized shirt, shorts,
    and a white bandana (USA TODAY, 6/22).
    

    Print | Tags: BBDO, Nike, Washington Nationals
  • MASTERCARD SIGNS UP ANOTHER PGA TOURNEY WITH GRAND SLAM

         MasterCard Int'l has reportedly signed on as title sponsor
    of the PGA Grand Slam golf tournament, which will take place in
    Kauai on November 7-8.  MasterCard President & CEO H. Eugene
    Lockhart called the deal "part of an integrated global
    sponsorship and promotions strategy."  Part of the plan includes
    a "golf-themed cardholder sweepstakes, an ongoing hole-in-one
    award program at 10,000 pro shops and an interactive mall tour
    called 'Tour de Gold' that will visit 20 top markets" (AD AGE
    ONLINE, 6/22).
    

    Print | Tags: MasterCard, PGA Tour
  • QUAKER OATS LOOKS FOR ENERGY FROM GATORADE

         Quaker Oats CEO Bill Smithburg is leading Quaker "into the
    rowdiest marketing war of many summers, taking on the beverage
    brutes Coca-Cola and PepsiCo in two categories," sports drinks
    and natural beverages, according to a piece in the current
    FORTUNE.  FORTUNE's Patricia Sellers writes that Smithburg
    deserves credit for keeping Gatorade on "top of its game," as the
    brand's visibility in pro leagues like the NBA is "unparalleled."
    Sales hit $1.2B in '94, but Coke and Pepsi are "applying a full-
    court press" with All-Sport and PowerAde.  Pepsi is increasing
    All-Sport's ad budget by 40%, and, since '94, Gatorade's market
    share has dropped three points to 81%.  Michael Jordan is "trying
    to help Gatorade rebound," but he is "being double-teamed by"
    Shaquille O'Neal and Ken Griffey, Jr., who pitch for All-Sport.
    Smithburg says Gatorade, available in 27 countries, can remain
    No. 1 worldwide (FORTUNE, 7/10 issue).
              MARKET SOURS ON SNAPPLE?  Shares of Quaker Oats fell in
         trading yesterday after the company warned that the
         acquisition of Snapple soft drinks "had been failing to live
         up to expectations."  Quaker told analysts that sales of its
         Snapple iced tea and juice drink brands are running 15%
         behind last year (FINANCIAL TIMES, 6/22).  In the current
         FINANCIAL WORLD, Jason Vogel asks, "Snapple shareholders
         made a killing selling out to Quaker.  What about Quaker
         shareholders" (FINANCIAL WORLD, 7/4 issue).  FORTUNE also
         notes that many feel Quaker overpaid for Snapple and that
         the brand "has a crowd of competition" (FORTUNE, 7/10).
              COKE FEELS LIFE:  Coca-Cola is expected to post "strong
         second quarter earnings fueled by continued double-digit
         growth internationally and healthy U.S. results," according
         to Chris Roush of the ATLANTA CONSTITUTION.  Overseas case
         sales are expected to increase 11-12%, while domestic sales
         could rise as much as 6% (ATLANTA CONSTITUTION, 6/22).
    

    Print | Tags: Coca-Cola, NBA, PepsiCo
  • TOPPS STOCK TAKING A HARD HIT. IS NOW THE TIME TO BUY?

         Last week Topps Co. announced that its sales dropped nearly
    30% in the first quarter (ending May 27) due to the fallout from
    the MLB players strike.  But, according to Miriam Leuchter of
    CRAIN'S NEW YORK BUSINESS, baseball isn't Topps' only problem.
    The stock "has been in the doldrums since the bottom fell out of
    the once-hot sports card market a few years ago."  But analysts
    and investors "see a number of good reasons to collect stock in
    Topps."  One is the "growing strength of the confectionery
    business," as sales of Bazooka gum, lollipops and taffey account
    for nearly 1/3 of their total sales.  Another is the planned $50M
    purchase of Merlin Publishing, a "fast-growing, highly
    profitable" British company that has the 2nd largest collectible
    sticker and album business in Europe (CRAIN'S NEW YORK, 6/19
    issue).
    

    Print | Tags: MLB
  • WHOSE PRIME TO GRAB THE ADVERTISING SPOTLIGHT IN THE NHL?

         The Red Wings' Sergei Fedorov will soon be one of Nike's
    national spokespersons, according to Rani Cher of the DETROIT
    FREE PRESS.  Fedorov will be involved in promoting items for
    Nike's new division, Canstar Sports, which owns both the Bauer
    and Cooper brands.  Although "few hockey players" have the kind
    of national exposure Fedorov's deal will bring, marketers "are
    jumping at the chance to be involved" with hockey largely because
    of its "huge following among young men, age 18 to 34."  Fox
    Sports Exec VP/ Marketing Tracy Dolgin sees a "window of
    opportunity" with the NHL "that has never been seen before."
    Keith Helfrich, and ad exec for Dodge, says the NHL is "up and
    coming":  "Now it is more regional, but it promises to become a
    national sport."  But Cher writes, although hockey "is catching
    on, the rub off has not made it to Madison Avenue," as the top
    players have not generated the endorsement deals of stars from
    other leagues (DETROIT FREE PRESS, 6/22).
    

    Print | Tags: DaimlerChrysler, Detroit Red Wings, News Corp./Fox, NHL, Nike
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