SBD/25/Sponsorships Advertising Marketing

Print All
  • EVERYONE'S BEGINNING TO UNDERSTAND THE DREAM

         Hakeem Olajuwon's endorsement of low-priced Spalding shoes
    is examined by Ron Trujillo in this morning's USA TODAY.
    Trujillo notes Hakeem's "Dream" shoe by Spalding, listed at below
    $45, hit 12,500 discount retail stores last week.  Frank Vuono,
    CEO of ISI and Olajuwon's marketing rep, says Olajuwon's recent
    deals with Taco Bell, Pepsi and Spalding are helping people
    understand what the NBA Finals' MVP is all about.  Vuono: "You
    won't see Hakeem rapping any time soon or playing a genie in a
    movie" (USA TODAY, 10/25).
    

    Print | Tags: NBA, PepsiCo, Russell Athletic
  • MARKETPLACE ROUNDUP

         FORTUNE has named San Francisco as the best city in the U.S.
    to do business, displacing New York  Among the reasons cited is
    3Com's purchase of Candlestick Park naming rights -- "even San
    Francisco's famed windswept baseball stadium has acquired a techy
    image" (L.A. TIMES, 10/25).... Cleveland-based IMG is in the
    process of determining whether or not it will move its world HQs.
    IMG's downtown Cleveland office space now has 310 employees,
    double from what it had five year ago (CRAIN'S CLEVELAND
    BUSINESS, 10/23 issue).... The New England Revolution, Robert
    Kraft's Foxboro-based MLS club, has already begun print
    advertising for '96 tickets.  The tagline, "We're in a whole new
    league," is imposed over a background photo of star Alexi Lalas
    (BOSTON HERALD, 10/24)....Gillette, sponsor of LPGA Golf Clinics
    for Women, presented $100,000 to the Susan G. Komen Breast Cancer
    Foundation at this week's Gillette LPGA Golf Clinic for women in
    Dallas (LPGA)....Melville Corp. plans to spin off its toy and
    footwear divisions, including its 439 Footaction stores which
    produced $332M in revenue last year (WALL STREET JOURNAL,
    10/25)....The Devil Rays will sponsor a Fanfest at the
    ThunderDome November 5 that will feature former major leaguers
    and Q-and-A sessions with team execs.  The session will help
    educate future ticket-holders about the process of selecting
    tickets for the '98 season (TAMPA TRIBUNE, 10/25)....The LPGA
    will host the Women in Golf Summit '95 November 13-15 in
    Pinehurst, NC (LPGA)....Anna Grego, a 61-year-old grandmother
    from Shorham, NY, won a '96 Mercury Sable after kicking a 20-yard
    field goal during halftime of last Sunday's Jets-Dolphins game at
    the Meadowlands.  Grego beat out five other contestants -- all
    men -- for the car (N.Y. DAILY NEWS, 10/25).
    

    Print | Tags: IMG, LPGA, Miami Dolphins, MLS, New England Revolution, New York Jets, Tampa Bay Rays
  • MORE FROM THE FRONT LINES OF THE FOOTWEAR WAR

         Nike will design New York City Marathon artwork that
    "marries its trademark swoosh with the race name," adding to the
    "growing competition" between Nike and Reebok for sports
    properties, writes Steve Gelsi of BRANDWEEK.  Gelsi reports in
    return for a share of the sales, Nike will market the Marathon's
    logo and line of products.  Nike will also provide shoes and
    apparel for thousands of organizers and volunteers.  Nike's
    swoosh will appear on signage throughout the November 12 race
    (BRANDWEEK, 10/23 issue).
    

    Print | Tags: Nike, Reebok
  • NAUTILUS PLUS SPOILS FAST -- NOT WHAT THE DOCTOR ORDERED

         V Investments, Inc., formerly Vess Beverages, has filed suit
    in U.S. District Court against Dr Pepper/Seven Up Corp. for its
    alleged inabilities to solve a spoilage problem in its Nautilus
    Plus sports drink.  Vess claims it lost money after altering
    bottling machines, placing ads, negotiating for shelf space and
    other work because Nautilus spoiled so quickly on supermarket
    shelves, "it became unsellable."  The suit, in which Vess is
    seeking unspecified damages, claims that Dr Pepper/Seven Up had
    assured the bottler that "natural preservatives" would keep the
    sports drink from spoiling.  Vess had to retrieve all containers
    of Nautilus Plus from store shelves (ST. LOUIS POST-DISPATCH,
    10/25).
    

    Print | Tags: Dr Pepper/7UP
  • REEBOK/NBA PROPERTIES DEAL BECOMES OFFICIAL

         Reebok and NBA Properties announced their multiyear
    licensing and marketing agreement yesterday as expected.  In
    addition to NBA team licensed apparel that should hit shelves in
    the U.S. and Canada in August, Reebok will also continue its ad
    buys of NBA coverage on Turner and NBC and be involved in the Jam
    Session events at the NBA All Star Games in '96 and '97 (NBA).
    Reebok has already premiered a new commercial featuring Sonic
    Shawn Kemp in his jersey for the Reebok Kamikaze II (THE DAILY).
    Leo Burnett of Chicago will apparently create the Reebok spots
    (N.Y. TIMES, 10/25).     MORE REACTION:  Columnist John McManus
    writes in the current BRANDWEEK that Reebok's NBA deal has
    "changed the rules in the on-going game against Nike."  McManus
    believes Reebok's "image building potential" is now "more
    credible" with athletes it wants as endorsers, consumers, and
    retailers, "who are going to respect Reebok a whole lot more now
    that its sales teams get to walk into stores wearing NBA halos."
    McManus adds, "Watch how fast Foot Locker, a longtime Reebok
    nemesis, comes around once Reebok/NBA apparel hits the
    marketplace" (BRANDWEEK, 10/23 issue).
         NEW REEBOK DIVISION PRESIDENT SIGNALS STABILITY:  Reebok's
    hiring of Robert Meers as President and CEO of its brands
    division signals the company has "seemingly opted against radical
    changes" as it "struggles to keep up" with Nike, writes Chris
    Reidy of the BOSTON GLOBE.  Reidy reports since last spring,
    Reebok Chair Paul Fireman had split the responsibilities of the
    brands division with Exec VP Paul Duncan, which corresponded with
    their resignation of John Durden and Roberto Muller, who were
    division co-presidents. Meers' responsibilities at Brands will
    include a role in new designs and helping "improve relations with
    Foot Locker," with which "Reebok has struggled."  Meanwhile,
    Duncan will apparently take many of Meers' current
    responsibilities as head of the company's specialties business
    group, including the Greg Norman brand, Avia and Rockport.  Meers
    will continue to report to Fireman (BOSTON GLOBE, 10/24).
    

    Print | Tags: Foot Locker/Venator Group, NBA, NBC, Nike, Reebok
  • SPORTING GOODS MANUFACTURERS, STORES CHANGING WITH TIMES

         The sporting goods industry is adapting to customers, as
    sports such as snowboarding, windsurfing, roller hockey and
    camping are among the leaders in sales increases, John Simons
    reports in U.S. NEWS & WORLD REPORT.  Simons notes that the $32B
    sporting goods industry "has shown little growth" in the '90s,
    and experts say "interest in the old traditional sports is
    waning."  That's why in-line skating, along with extreme sports
    such as rock climbing "have all registered triple-digit growth"
    in the '90s.  Manufacturers are using unfamiliar tactics to
    expand the market, too.  Ride, a Seattle snowboard manufacturer,
    has signed a deal with Marvel Comics to design a line of
    superhero snowboards for children.  Activities such as camping
    have also seen a jump in sales.  The $1.5B outdoor equipment
    market has seen sales jump 70% since '89.  As for the outlets
    where consumers are buying items in the changing market, they've
    had to "race to keep up."  Simons:  "The key to rejuvenation for
    the mature sporting goods industry clearly lies with the
    sprightly, young companies that are developing hip new products"
    (U.S. NEWS & WORLD REPORT, 10/30 issue).
    

    Print
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug