SBD/10/Sponsorships Advertising Marketing

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  • FLYING PENGUINS? TEAM LOOKS TO SPREAD THEIR WINGS WITH USAIR

         The Penguins have inked a three-year marketing agreement
    with USAir to "create spontaneous and continuous synergies,"
    according to Steve Ryan, CEO of Pittsburgh Sports Associates.
    Promotions will be created for USAir's "blue chip accounts"
    featuring Penguins players and team sponsors as well as ticket
    buyers.  These will include team and corporate travel as well as
    advertising in Penguins and USAir media packages.  The deal also
    provides over 6,000 square feet of in-arena logo and signage
    advertising.  This will also feature two ceiling logos which a
    team release calls the "largest single Scotchpin graphic images
    every displayed in the world" (Penguins).
    

    Print | Tags: Pittsburgh Penguins
  • LEAF'S DONRUSS UNVEILS THEIR RED ZONE AND NHL TIE-IN

         Leaf North America's Donruss unit introduces their new NFL
    licensed trading card venture called, "The Red Zone" today.  This
    is Donruss' first football venture, as they previously have
    focused on hockey and baseball.  The "one-on-one ... interactive"
    card game features an 80-card starter pack, "a scoring wheel, and
    booster packs to build player personnel."  With a target market
    of 12-30, Donruss President John Williams believes Red Zone can
    be a $50M retail business within two years (CHICAGO TRIBUNE,
    10/10).  Donruss and fellow NHL licensee, Electronic Arts, will
    join this fall for a cross-promotion tied to EA's new NHL '96
    game for Sega Genesis.  Packs of Donruss NHL trading cards,
    "shipping now, are flagged with an offer for $15 off purchase of
    NHL '96.  Also nearly 1 million Donruss cards will be boxed with
    the game" (BRANDWEEK, 10/9 issue).
         JORDAN ON CANVAS:  Celex Group Inc. and Upper Deck Co. has
    released their first product under a production and marketing
    deal which allows Celex to produce and market limited edition
    Michael Jordan commemorative lithographs, retailing for $149 each
    (Celex).
    

    Print | Tags: NFL, NHL, Upper Deck
  • MARKETPLACE ROUND-UP

         MLB Properties spokesperson Carole Coleman said the Mariners
    had jumped from 21st in licensed merchandise sales to 7th through
    July.  That does not include fan interest heightened by the
    team's playoff run (SEATTLE POST-INTELLIGENCER, 10/10)....The
    Avalanche's new look is the "hottest selling sports merchandise
    in Denver," according to Chance Conner of the DENVER POST.  Scott
    Franklin, Dir of Merchandising and Retail Ops for the Avalanche
    and Nuggets, said the team expected to do "about $5 a head" in
    merchandise sales for the sellout crowd of 16,061 at their home
    opener.  That figures close to $80,305 in Avalanche goods (DENVER
    POST, 10/8)....Over 1,000 financial analysts rated 389 major U.S.
    corporations on brand equity in a recent study conducted by CDB
    Research & Consulting.  Coca-Cola, Hewlett-Packard, Sysco and
    Walt Disney received perfect ratings of 10.  Rounding out the top
    ten were Nike, Wrigley, Gillette, Microsoft and McDonald's
    (BRANDWEEK, 10/9 issue). ....Although Barry Sanders works for the
    Ford family, who own the Lions and Ford Motor Co., he is doing a
    Cadillac commercial for General Motors.  Lions VP Bill Keenist:
    "It's a fabulous spot.  The only thing better would have been if
    it were a Lincoln" (ST. LOUIS POST-DISPATCH, 10/8).
    ....Organizers of the first Fieldcrest Cannon LPGA Classic say
    "crowds and sponsorships exceeded expectations at the recent
    event."  Sponsorship and ticket sales generated an estimated
    $800,000, "which should help the event break even," according to
    the CHARLOTTE BUSINESS JOURNAL.  Title sponsor Fieldcrest Cannon
    "hopes to pursue a TV deal for next year" (CHARLOTTE BUSINESS
    JOURNAL, 10/9 issue)....The ATP Tour has announced that Adidas
    will be presenting sponsor of ATP Tour Fan Fest in Frankfurt in
    conjunction with the IBM/ATP Tour World Championships in
    November.  The FanFest, an interactive event featuring a skills
    contest and exhibits, will run November 13-15 in the Festhalle
    where the World Championship will be played (ATP)....The "CBS
    Sport Show" with Pat O'Brien visited the set of "Space Jam," the
    movie starring Michael Jordan and featuring other NBA stars,
    including Reggie Miller, Larry Johnson, Alonzo Mourning, and
    Shawn Bradley.  Producer Ivan Reitman, of "Ghostbusters" and
    "Twins" fame:  "I wasn't sure, first of all, how they could act.
    ... But they were wonderful, they were used to being in front of
    a camera, used to being in front of a lot of people.  We gave
    them lines, spontaneously very quickly, and they added to them.
    They were very funny" (CBS, 10/7).... Sponsorship of professional
    rodeo is examined by W.D. Murray of BLOOMBERG BUSINESS NEWS.
    Among the companies "spending thousands in sponsorship dollars on
    rodeo TV broadcast" include VF Corp.'s Wrangler Jeans, Anheuser-
    Busch, Adolph Coors, and Chrysler (ST. LOUIS POST-DISPATCH,
    10/9).
    

    Print | Tags: Anheuser Busch, ATP, CBS, Coca-Cola, Colorado Avalanche, DaimlerChrysler, Denver Nuggets, Detroit Lions, General Motors, IBM, LPGA, McDonalds, Microsoft, Minnesota Twins, MLB, NBA, Nike, Seattle Mariners, Viacom, Walt Disney, Washington Nationals
  • NASCAR GOES TO THE MALL: WATCH OUT FOR THOSE SPEED BUMPS!

         NASCAR is planning to put its name on merchandise stores and
    "speed parks," according to the current issue of BRANDWEEK.
    NASCAR is reportedly close to announcing plans for "both concept
    stores and speed parks -- go cart and stock car racing amusement
    centers -- which will open late next summer."  They are also
    "looking for other sports leagues and associations to co-brand
    the speed parks," for example, PGA Tour chipping ranges or MLB
    batting cages.  The speed parks will be built on existing mall
    and retail outlets, offering NASCAR a "retail base" for its
    national sponsors.  Official sponsors include McDonald's, Pepsi,
    Gatorade, Die Hard and Craftsman.  The concept stores/speed parks
    plan was conceived through NASCAR's "aggressive new licensing
    group," which was formed in-house after being handled for the
    last five years by Battle Enterprises (Hillary Rosner, BRANDWEEK,
    10/9 issue).
         GM AND UAW FIND UNITY IN NASCAR:  General Motors and the
    United Auto Workers union, "seeking to shed their past image of
    adversaries," joined as title sponsors for NASCAR's UAW-GM
    Quality 500 race held this past weekend in Charlotte.  Financial
    details were not available (AD WEEK, 10/2 issue).  NASCAR also
    looked to take advantage of the Winston Cup race in the "heart of
    tobacco country to issue a visible protest to anti-tobacco
    legislation proposed" by President Clinton and the FDA.  Full-
    page print ads in several publications, including the event's
    program, featured the RJR-backed message to Clinton from Richard
    Petty.  Tobacco lobbyists staged a petition drive and also
    distributed brochures.  Petty:  "I never thought I'd see the day
    when the government told me I couldn't paint somebody's name on
    the side of my car.  Hasn't he [Clinton] got more important
    things to use his executive authority for?" (Holly Cain, TAMPA
    TRIBUNE, 10/7).  Sen. Majority Leader Robert Dole made a
    "political pit stop" at the Charlotte Motor speedway, and
    criticized the proposed regulations.  Dole:  "Let's keep
    government out of NASCAR racing.  If you look at this crowd,
    about 97 percent are older than 18" (INDIANAPOLIS STAR-NEWS,
    10/9).    GOODYEAR FOR PENSKE:  Goodyear will be the exclusive
    tire supplier of the 860 Penske Auto Centers, which Roger Penske
    will acquired from Kmart for $120M.  Goodyear says the Penske
    outlets "will become part of the company's independent dealer
    organizations effective" when the transaction is complete
    November 1 (AD AGE ONLINE, 10/10).
    

    Print | Tags: General Motors, McDonalds, MLB, NASCAR, PepsiCo, PGA Tour, R J Reynolds
  • THE BUFFS LATEST TO JOIN NIKE LICENSING FAMILY

         The Univ. of Colorado announced a six-year deal with Nike to
    provide CU's teams with shoes, uniforms and training apparel
    through the 2000-01 school year.  CU will receive $5.6M over the
    six years, $530,000 annually in equipment and $325,000 to start
    in other Nike payments to the school.  The sponsorship money
    increases to $440,000 per year by the end of the deal.  Nike has
    had deals with CU's football team since '83, and AD Bill Marolt
    said Coach Rick Neuheisel's deal is comparable the deal with
    former Coach Bill McCartney's, which paid him to $50,000
    annually.  The men's and women's ski teams are the only ones not
    covered by the agreement (Colorado Springs GAZETTE TELEGRAPH,
    10/10).
    

    Print | Tags: Nike
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