SBD/6/Sponsorships Advertising Marketing

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  • COMPANY WATCH: COORS SLUMPS, COKE SIGNS UP, REEBOK PROFILE

         In the current FORTUNE, Eric Schonfeld writes that "about
    the only thing Adolph Coors can do to make Wall Street change its
    tepid outlook on the stock is, as one industry observer puts it,
    'discover a cure for cancer.'"  Second quarter earnings per share
    fell $.40 from $.63 during the same period last year.  "Costlier
    aluminum cans and stiffer pricing are guzzling profits."  Coors
    is "a distant third behind" A-B, and Miller in an industry
    "unlikely to grow more than 1% this year," and Beer Marketer's
    Insight reports that Coors' market share has remained "stalled"
    at 10%.  Schonfeld: "Coors needs a hit" (FORTUNE, 7/27).
         COKE SIGNS A BLOCKBUSTER:  Blockbuster Entertainment has
    formed an agreement for exclusive rights to Coca-Cola soft drinks
    at all Blockbuster Entertainment locations worldwide for a five-
    year period (AD AGE ONLINE, 7/6).
         REEBOK: Reebok is the focus of USA TODAY's "Company
    Spotlight."  Although the company has "been caught flat-footed in
    the athletic shoe market," Liz Green writes that "shoes will be
    introduced at a faster pace and tie with Reebok apparel lines to
    create a stronger retail presence."  While trying to cut costs,
    Reebok acknowledges the need to spend more on ads and product
    development (USA TODAY, 7/6).
    

    Print | Tags: Anheuser Busch, Coca-Cola, Reebok
  • GRAND PRIX DU MARDI GRAS HOPES TO HAVE TITLE SPONSOR SOON

         Having been shelved since '93, New Orleans' Grand Prix du
    Mardi Gras "is back," with race Exec Dir Earl Fannin promising,
    "This is a new group, with greater dedication and commitment in
    terms of marketing and promotion and delivering value to
    spectators and sponsors."  While the $400,000 raised from Exxon,
    Southwest Airlines, Budget Rent a Truck, and WCKW-FM is three
    times more than the amount raised for earlier runnings, Fannin
    hopes to double that amount when he secures a title sponsor for
    the $1.6M event.  The Grand Prix is being organized by Crescent
    City Motorsports and will be co-promoted by the Tampa-based
    International Motor Sports Association.  ESPN and ESPN2 will run
    seven hours of delayed coverage on October 29 and November 1
    (Tawn Parent, NEW ORLEANS CITY BUSINESS, 7/3-9).
    

    Print | Tags: ESPN, Southwest Airlines, Walt Disney
  • HAS THE BELL RUNG FOR A TREND OF TEASER ADS?

         The "teaser" ad campaign by Taco Bell featuring Shaquille
    O'Neal and Hakeem Olajuwon is profiled by Dottie Enrico of USA
    TODAY.  Teaser ads "are now the marketing gimmick of choice for
    new fast-food products and car introductions."  Taco Bell's Jerry
    Gremaglia said they have "never done much in the sports marketing
    area, but we certainly think we've become bigger players because
    of our deal with Shaq and Hakeem."  Taco Bell also ran teaser ads
    for their "Border Lights" during the Super Bowl, and that
    "campaign's success encouraged Taco Bell to use teasers to
    launch" their new product, "the Double Decker" that comes with a
    hard corn shell wrapped by a soft tortilla shell.  The first Taco
    Bell ads in the $25M campaign featuring the two stars will begin
    Saturday (USA TODAY, 7/6).
         MO' MONEY, MO' MONEY:  O'Neal and Olajuwon "are mulling a
    pay-per-view event where" the two would play each other one-on-
    one.  O'Neal's agent, Leonard Armato, said the event is a
    "possibility" (Dottie Enrico, USA TODAY, 7/6).
    

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  • MARKETPLACE ROUND-UP

         The NBA's Jam Session has been in New Haven, CT, for the
    past week during the Special Olympics.  The Jam Session,
    presented by Dollar Rent A Car, will run through Saturday with
    Rebecca Lobo, Charles Smith, and Nate Archibald scheduled to
    appear (NBA)....PepsiCo has introduced 7Up Plus Orange in
    Germany.  Pepsi did not say if it will introduce the brand in
    other markets (AD AGE ONLINE, 7/6)....The Sports Foundation of
    Pinellas County, FL, is profiled by the TAMPA TRIBUNE.  Mike
    Davenport and Bill Johnson led the movement to create a sports
    commission to bring events to the area.  Among the events they
    have secured: 1999 Final Four, NBA exhibition games this fall,
    and an LPGA Tour event (Tom Jones, TAMPA TRIBUNE, 7/6)...World
    Sports and Marketing of Orlando is participating in the ESPN
    "Extreme Games" and was in charge of producing four of the nine
    events (World Sports and Marketing)....Chevy First Team Dealers
    will present the Justin World Bull Riding Championship from
    August 18-20 at The Summit in Houston (Summit).
    

    Print | Tags: Dr Pepper/7UP, ESPN, LPGA, NBA, PepsiCo, Walt Disney
  • SONICS NEW LOGO AND UNIFORM A SECRET TILL TODAY'S SHOWCASE

         The Sonics' new logo and color scheme "will remain in an
    office safe until noon today, when the team will unveil its first
    new logo since 1975," according to Jim Moore in this morning's
    SEATTLE POST-INTELLIGENCER.  The new colors are not known, but
    one source says they are "expected to be forest green and
    maroon."  This will be the fifth logo change, but the first major
    color change, in the team's history.  The old logo featured the
    Seattle skyline against a basketball, with the new one
    "dramatically, but not radically, different."  Kim Cleworth,
    VP/Marketing for Ackerley Commun., the Sonics' owner, said the
    team "wanted to focus on something that felt local and in keeping
    with the tradition of Seattle" (SEATTLE POST-INTELLIGENCER, 7/6).
    

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  • SPONSORS LOOK TO SCORE DURING ALL STAR FAN-FEST IN DALLAS

         Businesses are using MLB's five-day, All-Star FanFest  to
    reach thousands of consumers, according to Kathryn Hopper in this
    morning's FORT WORTH STAR-TELEGRAM.  MLB has "recruited 35
    sponsors that paid between $60,000 and $120,000 to parade their
    names before an expected 100,000 to 150,000 people."  FanFest
    organizer Gail Hunter said the corporate sponsorship and booth
    fees help offset the $4M it costs to put on the event.  David
    Ball, who was in charge of signing up sponsors, said doing so was
    more difficult this year due to the strike, but "there's no other
    (major team) sport playing now, and it's an important time of the
    year to move products."  Sponsors range from Coca-Cola to local
    food stores, while Majestic Athletic Wear, a PA-based apparel
    company has been a sponsor for several years.  Peggy Edwards, VP
    Marketing at Majestic, said the sponsorship has been a "good
    investment":  "It's so interactive.  The fans really get
    involved" (FORT WORTH STAR-TELEGRAM, 7/6).
    

    Print | Tags: Coca-Cola, MLB
  • WILL TENNIS CHIC BECOME MAINSTREAM FASHION?

         Annie Bergen examined trends in tennis fashion on "Bloomberg
    Business News" this morning.  Bergen noted the popularity of
    Agassi's colorful, non-traditional tennis clothing, Mary Pierce's
    Nike tennis dresses and the Jensen brothers, known for their
    antics and clothing and who have recently signed a deal with
    Adidas.  Bllomberg's Bergen:  "Challenging the tennis status quo
    has become the marketing strategy of the '90's and it's working.
    ... Historically casual wear has evolved into tennis clothing,
    but now for the first time, it's tennis that's impacting the
    larger world of fashion" (PBS, 7/6).
    

    Print | Tags: Nike, Washington Nationals
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