Dorna USA's AdTime signage system is "poised to take a turn
on the ice," according to INSIDE MEDIA. Dorna has inked deals
with four NHL teams to provide rotational signage systems within
dasherboards. Fred Doremus, account exec for the Sunshine
Network, the RSN that controls dasherboard and other marketing
rights for the Lightning, has signed a multi-year lease with
Dorna for a pair of rotating units. Doremus: "It's helped bring
a lot of sponsors who were at the $10,000-$15,000 level up to the
$30,000-$40,000. They now have an in-arena and TV presence to go
along with their radio and print buys and tickets." For Fox
games, NHL VP/TV & Team Services Skip Prince says, "while a final
decision has yet to be made, the current plan calls for the NHL
to control between four to eight dasherboards during the
nationally televised contests, with a pair of rotational boards
earmarked for camera-side exposure." Dorna "recently completed
its first profitable year," and is looking to expand into college
basketball (Brockinton & Reynolds, INSIDE MEDIA, 10/4-17 issue).
ALSO FROM THE INSIDE: The AVP is in "the midst of
negotiations to renew a deal" with Liberty Sports reportedly for
two years, which goes for the length of Miller Lite's title
sponsorship. Sources say Liberty has been losing money "on its
traditional rights fees deals" with the AVP and wants new terms.
Liberty may wish to "partner with the AVP on a number of events
and for tour sponsors to be required to spend media dollars
against the cablecast." Also, due to rising costs, AVP President
Jon Stevenson said the AVP is looking to "franchise 10 of their
26 events next year to local promoters." ... AT&T will be a
sponsor of TVKO's Bowe-Holyfield fight on November 4. AT&T will
offer a promotion giving "consumers 50 percent off the fight's
pay-per-view if they switch back to AT&T's service." For Tyson-
Mathis on the same evening, Fox is reportedly asking for $165-
180,000 per 30-second in the event's first hour, $230-325,000
during the second, and up to $420,000 when Tyson fights. Fox is
projecting a rating of 25 for Tyson's time slot. Rumors are that
Fox "may be talking to Dorna USA about using their rotating ad
signage system at the MGM Grand" (INSIDE MEDIA, 10/4-17 issue).
