SBD/25/Sponsorships Advertising Marketing

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  • FUN AT THE BALLPARK: JUST LET FREDBIRD BE FREDBIRD

         St. Louis has mascot mania.  Jeff Gordon of the ST. LOUIS
    POST-DISPATCH writes, "In an otherwise bleak season, one long-
    maligned Cardinals performer finally has come into his own" --
    Fredbird, the Cardinals mascot.  Fredbird, once "pretty lame,"
    now is finding more success and fan acclaim. Cardinals President
    Mark Lamping:  "As long as what he does is well received by fans,
    he can do it."  Gordon writes the "real key ... is that
    management lets Fredbird be Fredbird."  Billy the Marlin is
    rooting for his colleague:  "We try to get people in that make
    believe world.  I mean Billy the Marlin is really a walking fish.
    Sometimes you do crazy things" (ST. LOUIS POST-DISPATCH, 8/24).
         BEHAVE YOURSELF, PHANATIC-SAN:  The Phillies received a
    notice from the league office to remind the Phanatic "not to
    perform any stunts that might be offensive" to Hideo Nomo or the
    "large number of Asian-Americans" expected to attended tonight's
    Dodger/Phillies game (L.A. TIMES, 8/25).
         JAY'S WAY:  In Seattle on Wednesday, Buhner's Buzz Night saw
    over 611 fans, including at least two women, get their heads
    shaved in honor of rightfielder Jay Buhner.  The newly bald fans
    received free tickets to sit in right field. Buhner called it
    "the perfect opportunity to get in on the grunge look.  It's
    pretty flattering that someone would actually want to have my
    bald look."  Despite their hero going 0-4, Buhner's fans were
    heard to be screaming:   "We've got bald heads, yes we do.  We've
    got bald heads, how 'bout you!" (Gary Brooks, TACOMA NEWS
    TRIBUNE, 8/24).
    

    Print | Tags: Philadelphia Phillies
  • KMART TO SELL REMAINING SHARES IN SPORTS AUTHORITY

         Kmart Corp. announced yesterday it will sell its remaining
    29% stake in The Sports Authority Inc.  The company's 6 million
    shares in the sporting goods chain will be offered to the public
    and Kmart will take the proceeds from the sale.  During TSA's
    November IPO, Kmart reduced its holdings from 100% to about 29%
    (Mult., 8/25).
    

    Print | Tags: The Sports Authority
  • MARKETPLACE ROUND-UP

         Coca-Cola has signed on as the fourth major sponsor of the
    College Football Hall of Fame in South Bend.  Coke joins Alka-
    Seltzer, the U.S. Postal Service and Burger King.  Each paid
    between $250,000-600,000 (AD AGE ONLINE, 8/25).... Advantage
    Int'l is seeking sponsors for the '95 Int'l Open of Golf held at
    the Sports Frances Club in Santiago, Chile, from November 9-12.
    Current sponsors include Nissan, Philips, Texaco and United
    Airlines (Advantage)....Orlando columnist Brian Schmitz on the
    Taco Bell "War on the Floor" between Hakeem Olajuwon and
    Shaquille O'Neal:  "Refried schemes" (ORLANDO SENTINEL,
    8/25)....FROM GOLFWEEK EXTRA: Lee Janzen has left Golden Bear
    Sports Management and signed with Leader Enterprises, which
    represents Payne Stewart and Paul Azinger. ... McDermott Int'l
    Inc. has joined Freeport-McMoRan as co-sponsor of the annual PGA
    Tour event in New Orleans. It will now be called the Freeport
    McDermott Classic (GOLFWEEK EXTRA, 8/24)....The AHL's Carolina
    Monarchs unveiled their new logo and colors.  The change was part
    of the Florida  Panthers affiliation with the team and was
    designed by Sean Michael Edwards Design.  The colors will be
    Pantheresque red, navy, yellow, and gold (Monarchs).
    

    Print | Tags: AHL, Burger King, Coca-Cola, Nissan, PGA Tour
  • NIKE HOPES TO TURN "SELES" INTO "SALES" WITH NEW DEAL

         Monica Seles has shown that she has not changed much on-the-
    court following her return to tennis, but one thing is different
    -- Seles now wears Nike shoes and apparel.  Seles had been
    outfitted by Fila, but that relationship fell into a legal
    dispute during her lay-off.  According to Nike PR Manager Judy
    Campbell, it is Nike's intention "to build a long-term lasting
    relationship."  As is company policy, Campbell declined to
    dislcose terms of the deal.  Campbell said Nike will start
    shooting a commercial with Seles today that will air during the
    U.S. Open over Labor Day weekend.  Fila USA Sponsorship
    Consultant Martin Mulligan declined to comment on the pending
    legal matters (THE DAILY).
    

    Print | Tags: Fila USA, Nike
  • RAIDERS HOPE FANS TAKE NEW MEANING FOR "EXTREME GAMES"

         Marketers turning up the ad-blitz to sell Raiders tickets in
    Oakland unveiled their newest ad campaign.  It "juxtaposes the
    Raiders' bad-boy image with the luxuries offered to fans who buy
    club seats, including waiter-service and free close-in parking."
    The ads, aimed at "upscale corporate fans," encourage them to "be
    a corporate Raider" and "watch extreme carnage in extreme
    comfort."  The ads focus on seats that won't be available until
    after the '96 stadium renovation, but Marketing Dir Max Muhleman
    said the intention is to send the message that "the entire
    Coliseum would be new and improved in 1996" (OAKLAND TRIBUNE,
    8/24).
    

    Print | Tags: Oakland Raiders
  • WITH KIJANA SIDELINED, NIKE LOOKS TO ROUND UP A COLT

         Nike is forced to change their marketing plans in the wake
    of KiJana Carter's season-ending knee injury.  Carter had signed
    on with Nike Sports Management and figured prominently in the
    company's portfolio, including filming him for Nike's
    "centerpiece commercial for the NFL season."  But Carter's injury
    forced Nike officials to cancel the shoot.  Colts running back
    Marshall Faulk will participate in Carter's place (Vancouver
    PROVINCE, 8/25).
    

    Print | Tags: Indianapolis Colts, NFL, Nike
  • YOUNG ENTREPRENEUR HAS BIG PLANS FOR RYKA LINE

         Michael Rubin, the 23-year old founder of KPR Sports, which
    recently purchased Ryka, is interviewed in the current SPORTING
    GOODS BUSINESS.  Rubin speaks of his plans for the women's
    footwear company and why the "cash-strapped" show-maker appealed
    to him.  Rubin says he believes "the equity in the Ryka brand
    name far outweighs the volume of the brand currently."  An
    immediate goal is to get Ryka "under financial control," with
    Steven Wolf of Ellesse having been hired as the company's CFO.
    On plans for the Ryka line:  "We discontinued the outdoor
    category immediately.  I don't think it's a category that is
    really what Ryka's image and heritage is all about. ... We are
    going to enter the running business for spring '97, which we
    believe fits very well into Ryka's philosophy."  Within six
    months to a year, Rubin predicts the signing of a "strong
    licensee which we can have a lot of control over or we'll start
    to do apparel slowly."  Rubin expressed the hope that Ryka will
    be able to show the growth "that an Avia had five years ago"
    (SGB, 8/95 issue).
    

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