SBD/11/Sponsorships Advertising Marketing

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          Taco Bell Corp. "made a big splash with its adoption of
    Shaquille O'Neal and Hakeem Olajuwon, but the real changes in the
    marketer's game plan are yet to come," report Jensen & Whalen in
    the current AD AGE.  A new campaign, "When the Border Calls,"
    will hit next month "focusing on core menu items but weaving in
    the reduced-fat Border Lights menu."  O'Neal and Olajuwon, both
    signed by Taco Bell for two years, will "play a key role" in
    holding the chain's core audience of young men.  Olajuwon will
    appear in future ads by himself, and talks are "underway with
    sister brand Pepsi-Cola."  O'Neal will perform a rap song in an
    upcoming radio ad for the Bell, which is created by the Richards
    Group, Dallas (Whalen & Jensen, AD AGE, 7/10 issue).

    Print | Tags: PepsiCo

         NBA Entertainment and CBS/Fox will release nationally on
    July 18 "Double Clutch -- The Houston Rockets Second Championship
    Season."  The video will be available in Houston on July 14 (NBA
    Entertainment)....Sears, Roebuck & Co. will team with Reebok and
    Adidas in a promotion in support of the Special Olympics.  Sears
    will offer consumers a 20% discount on all Adidas and Reebok
    cross training and basketball shoes and will donate $1 to Special
    Olympics for each purchase.  The donation will be matched by each
    shoe company.  Sears will offer the discount in ads sent to 44
    million households; the promotion runs through July 23 (AD AGE
    ONLINE, 7/11)....The National In-Line Hockey Association has
    signed a sponsorship agreement with Roll-On Floor Products, a CA-
    based company that provides floor coating to amateur and pro in-
    line teams and organizations (NIHA)...The IHL Kansas City Blades
    has signed Hy-Vee Food Stores as the "Official Food Store." The
    agreement includes a variety of media and promotions at Kemper
    Arena (Blades)....At U/Nebraska, athletic officials have taken
    the "Corn" out of the team's "Cornhuskers" nickname, removing it
    from printed materials and logos.  Nebraska AD Bill Byrne:
    "We've found that Cornhuskers and Herbie, the mascot, just don't
    sell outside of Nebraska" (AP/N.Y. TIMES, 7/11)....Penn Racquet
    Sports, Ping, Reebok, and Titleist will be among the
    participating sponsors of the second annual Black
    Enterprise/Pepsi Golf & Tennis Challenge, August 31-September 4
    in Palm Beach Gardens, FL (Black Enterprise).

    Print | Tags: CBS, Acushnet, Houston Rockets, NBA, PepsiCo, Reebok, Sears, Viacom, Washington Nationals

         Head Sportswear President & CEO Jack Dougherty has denied
    rumors the "upscale tennis and golfwear manufacturer is for sale
    by parent company Austria Tabakwerke."  Dougherty said that
    Austria recently invested $90M into Head, and "clothing is an
    important part of that."  Head has moved their production and
    design facilities to Princeton, NJ, while warehousing and
    administration remain in Columbia, MD.  Thom Hamacher, VP/Tennis
    Apparel, said Head "will protect its specialty line sold through
    specialty outlets and select department stores."  Head's new
    Sabatini collection hits stores November 1 (Sandy Dolbow, TENNIS
    BUYER'S GUIDE, 7/95 issue).  Head Golf is shipping all of its
    clubs out of their Boulder, CO, headquarters, according to GOLF
    WORLD.  The company's Fort Worth, TX, facility closed last month
    and sources say Head Sports, parent of Head Golf, "has been
    talking with several potential buyers for its golf equipment
    division" (GOLF WORLD, 7/7 issue).


         SFM Media Corp, which was recently terminated as Nike's
    media buyer when Nike consolidated its media operations at Wieden
    & Kennedy, is looking to "hold" Nike to a long-term contract that
    could "cost it millions," according to AD AGE.  While "ad
    industry practice" does not usually call for terminated agencies
    getting compensation for work performed prior to being "fired,"
    as AD AGE states, SFM claims to have specifically worded its
    contract to deal with this kind of situation.  As a result, SFM
    is negotiating with Nike to pay commissions on more than $100M in
    media buys SFM claims to have placed through '98, including buys
    on NBC's NBA coverage, CBS coverage of the NCAA basketball
    tournament, and CBS coverage of the '98 Olympics.  AD AGE's
    Mandese & Jensen note that an executive close to the dispute
    estimates more than $1M in commissions are at stake.  According
    to Loeb and Loeb Partner David Carlin, no court ruling has ever
    tested the trade practice, though several disputes have been
    settled out of court (AD AGE, 7/10).

    Print | Tags: CBS, NBA, NBC, NCAA, Nike, Viacom

         The USTA will sell its licensed U.S. Open logo apparel
    through Feron's Events, Inc., a NY-based company that handles all
    the Open's on-site merchandise vending.  The Open Collection
    includes shirts, sweats, hats, and other items.  To "hype the in-
    store line," Feron's is conducting a sweepstakes giveaway.
    Feron's President Robert Kaye said there is "a real need for
    licensed products at the industry level; most everything sold for
    tennis is now branded."  Kaye said they are just beginning a
    licensing program and that a fall collection of practice-type
    apparel will be introduced in November.  Other Open sponsors are
    also running promotions.  Wilson, the official ball, will run a
    sweepstakes in 3 million cans of its Open and Championship balls.
    The sweepstakes also offers trips to the U.S. Open, Super Bowl,
    or PGA Championships.  Wilson Business Dir Jill Mehrberg said
    they will also "tailor custom Open promotional events for
    individual accounts."  Mehrberg: "We can provide tickets for
    retailers to send the winners of those events to the Open."  K-
    Swiss will include an "in-store sweepstakes" where consumers are
    eligible for free courtside tickets (Stuart Chirls, TENNIS
    BUYER'S GUIDE, 7/95 issue).

    Print | Tags: PGA Tour, USTA, Wilson Sporting Goods
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