SBD/26/Sponsorships Advertising Marketing

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  • AN AMERICAN REVIVAL: ADIDAS MAKES STRIDES SINCE '93

         The resurgance of Adidas is profiled by Greg Pesky in the
    current issue of SPORTING GOODS BUSINESS.  The company, which was
    "driven down by former management who believed the tradition and
    equity were enough to power sales," has been on the way back over
    the past two years.  In '93, Adidas AG acquired Sports Inc., a
    sports marketing and design firm, and appointed Peter Moore and
    the late Rob Strasser to head up the American operations.  Moore
    says the company was "misguided in the U.S. for quite some time,"
    but now they are a "much better" company in the U.S.  Sales for
    Adidas America have jumped more than $200M since '93, with the
    '95 total expected to pass $500M.
         WHY THE CHANGE?  SGB's Pesky writes that "as much as the
    company's revival is due to a global refocusing," it is also due
    to "significant strides in a number of key categories."  One has
    been apparel, which is expected to account for 40% of the
    company's annual income by the end of '96.  In particular is a
    focus on women's and children's lines, and being "functionally-
    oriented rather than sport specific."  Adidas America has also
    improved delivery to retailers and has been a "stronger partner
    operationally."
         WHAT'S NEXT?  An area that has "piqued interest" at Adidas
    is licensed sports apparel, as insiders say they were interested
    in acquiring Apex One last year.  The company is currently
    developing "evolutionary" licensed soccer apparel in Europe that
    they could sell in the U.S., they also have a deal with the MLS
    to sell licensed apparel and has a partnership to sell NBA
    apparel in Europe.  The company is also taking a "different
    marketing approach" than other brands, as they have yet to make
    major endorsement deals, but have paid to sign a "number of
    college teams to provide increased recognition" of the Adidas
    cleated line -- including a multi-year deal with the Univ. of
    Nebraska beginning this season (SPORTING GOODS BUSINESS, 9/95
    issue).
    

    Print | Tags: MLS, NBA, Washington Nationals
  • MARKETPLACE ROUND-UP

         Dorna USA has been named exclusive sales rep for the NIT
    basketball tournament and will be responsible for pursuing
    entitlement sponsorship (Dorna USA)....The "Milk Mustache" ads
    are apparently working, according to INSIDE MEDIA.  Research has
    shown that the $52M campaign, featuring sport stars Steve Young
    and Kristi Yamaguchi, "has altered some negative perceptions in
    favor of a more positive image" of milk (Mike Reynolds, INSIDE
    MEDIA, 9/20-10/3 issue).... Officials from Jacksonville said they
    "generated 12 corporate expansion possibilities during a
    Northeast recruitment trip last week," according to the FLORIDA
    TIMES-UNION.  The attention generated by Jacksonville's selection
    as an NFL expansion city is cited as a major factor (Karen Brune
    Mathis, FLORIDA TIMES UNION, 9/26).... Kraft will launch a promo
    with the Dream Team this month, according to Michael Hiestand of
    USA TODAY.  The tie-in with Kraft Macaroni and Dream Team
    paraphernalia will later spread to nine other Kraft brands (USA
    TODAY, 9/26)....The National In-Line Hockey Association has been
    endorsed by Optimist Int'l, a service organization that reaches
    out to over six million youths a year (NIHA)....In Dallas, Cathy
    Harasta writes that "golf has managed through marketing to make
    sympathizers -- not to mention fairly loyal TV viewers -- out of
    non-golfers.  While tennis stayed self-serving, golf enjoyed an
    upswing that now shows up in results such as the Ryder Cup Fever"
    (DALLAS MORNING NEWS, 9/26).
    

    Print | Tags: Indiana Fever, NFL
  • MILLER BREWING SINGS CORPORATE AGREEMENT WITH INDY CAR TEAM

         Miller Brewing Co. has announced a long-term agreement with
    the newly-formed Team Rahal, Inc. to sponsor the Indy car racing
    operation.  The five-year deal with Bobby Rahal, the team's
    principal driver and a three-time PPG Indy Car World Series
    Champ, and his Ohio-based team begins in '96.  Although Miller
    has been Rahal's main sponsor for the past four years, this new
    deal is believed to be the longest current corporate agreement
    with any team on the PPG Indy Car World Series (Miller Brewing).
         TEXAS HOPE:  The management of the Texas Motor Speedway has
    not abandoned hope of opening the $100M facility with a NASCAR
    Winston Cup race in the fall of '96.  Track GM Eddie George: "The
    schedule is released in New York in early December. At that
    point, we'll be four or five months into construction" (FT. WORTH
    STAR-TELEGRAM, 9/25).
    

    Print | Tags: NASCAR, R J Reynolds, Speedway Motorsports Inc.
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