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SBD/22/Sponsorships Advertising Marketing
IT'S TIME FOR A SPONSORSHIP STORY "BROUGHT TO YOU BY CNN"
Published June 22, 1995
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).