SBD/28/Sponsorships Advertising Marketing

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  • BEYOND THE ROSES: NU VISIT TO PASADENA MEANS BIG BUCKS

         Northwestern's Big 10 title and first trip to the Rose Bowl
    since '49 will likely produce increased revenue for the school's
    merchandising department and athletic department.  Dan Bickley
    writes in this morning's CHICAGO SUN-TIMES that success on the
    gridiron could mean $10M in additional revenue over the next
    three years through increases in attendance, merchandise sales
    and alumni donations.  Bickley notes that Wisconsin has taken in
    $4.5M in merchandise sales since its '94 Rose Bowl season, but
    "Northwestern's will be much bigger" as its colors and mascot are
    "more marketable."  Bickley estimates $5.6M from merchandising in
    the next three years.  Other marketing experts estimate NU will
    receive $4.3M in increased attendance revenue, along with an
    additional $500,000 from concessions, parking and radio rights
    (CHICAGO SUN-TIMES, 11/28).  In L.A., Earl Gustkey reports that
    Wisconsin averaged about $320,000 a year in merchandising income
    before the Rose Bowl, which rose to $1.4M in '94.  For Oregon,
    which also returned to the Rose Bowl after a lengthy absence, a
    trip to Pasadena meant a rise of $300,000 in merchandising
    revenue.  The Ducks earned roughly $500,000 this season (L.A.
    TIMES, 11/27).
         ON THE PURPLE BANDWAGON:  Chicago-area SportMart stores have
    ordered 8,000 pieces of NU merchandise.  Rose Bowl merchandise
    hits stores Wednesday (CHICAGO TRIBUNE, 11/28).
    

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  • FLEER TO CLOSE PHILLY PLANT, CUT 90 JOBS

         Fleer Corp. announced yesterday it would close its
    Philadelphia plant responsible for making chewing gum and cutting
    and packaging trading cards, according to this morning's
    PHILADELPHIA INQUIRER.  Susan Warner reports the company will
    shift gum production to another factory in Mississippi and
    contract card-packaging to outside companies in other states.
    William Hardie, Exec VP of Fleer, said the company wants to "get
    out of manufacturing" and "focus on marketing."  Ninety jobs will
    be lost.  Hardie noted that trading cards account for 85% of
    Fleer's business.  Fleer is a division of Marvel (PHILADELPHIA
    INQUIRER, 11/28).
    

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  • MARKETING ROUND-UP

         In the latest SPORTS ILLUSTRATED, Alexander Wolff notes the
    NCAA's policy of policing players' shirttails is not a solution
    to college basketball's problems.  Wolff writes, while the NCAA
    prohibits exhibitionism, it recently passed legislation allowing
    on-court advertising and emblems from sportswear companies on
    uniforms (SI, 11/27 issue).... Sydney's John Singleton
    Advertising has landed the $3M Australian Rugby League account,
    previously held by Hertz Walpole Sydney.  The league wishes to
    compete with Rupert Murdoch's rival Super League, due to start
    next year (ADWEEK, 11/20)....Wilson is moving its CA club-making
    operation from Newbury Park to Cast Alloys, Inc. in Northridge
    (GOLFWEEK, 11/27 issue)....Hillerich & Bradsby will return
    production of its Louisville Slugger bat to downtown Louisville.
    The bat has been produced for the last 21 years across the Ohio
    River in Indiana (Baltimore SUN, 11/28)....Coopers & Lybrand has
    assumed sponsorship of the electronic scoreboards on the Senior
    PGA Tour (PGA Tour). ....The Comcast U.S. Indoor tennis
    tournament has added Philadelphia-based National Media Corp., an
    infomercial producer, as presenting sponsor (PHILA. DAILY NEWS,
    11/28).
    

    Print | Tags: Comcast-Spectacor, NCAA, PGA Tour, Sports Illustrated, Time Warner, Wilson Sporting Goods
  • MILLER TO LAUNCH NEW FLAGSHIP BREW, CHANGES NASCAR PRESENCE

         Miller Brewing Co. is planning to launch a new flagship
    brand called "Miller" in the premium beer category to "compete
    head-to-head" with the Budweiser brand, according to the
    MILWAUKEE JOURNAL SENTINEL.  James Causey notes that along with
    the strategy to compete with Budweiser's family brand strategy,
    Miller has begun to use the Miller name in place of the Genuine
    Draft brand on its auto racing sponsorships and events.  In
    addition, cars driven by Rusty Wallace, Bobby Rahal and Larry
    Dixon will gain Miller's Lite brand as a sponsor (MILWAUKEE
    JOURNAL SENTINEL, 11/28).
    

    Print | Tags: Anheuser Busch
  • NBAP CONTINUES ITS BLUE- COLLAR DREAM CAMPAIGN

         NBA Properties' newest spot in its campaign featuring people
    dropping their jobs for an NBA career will feature Magic guard
    Anfernee Hardaway spotting a circus clown's large, floppy feet
    and inquiring about his shoe deal (Michael Hiestand, USA TODAY,
    11/28).
    

    Print | Tags: NBA, Orlando Magic, RDV Sports
  • NEW SONICS LOGO HAS THE LICENSING COPS ON THE LOOKOUT

         "The sports license police are again targeting the Seattle
    area," according to this morning's SEATTLE POST-INTELLIGENCER,
    looking for counterfeiters capitalizing on the Sonics' logo
    change.  Angelo Bruscas reports that the Coalition to Advance the
    Protection of Sports logos (CAPS), which represents the four
    major sports leagues, the Collegiate Licensing Co. and Starter,
    is working to inform fans in Seattle to be aware of the
    possibility of unlicensed merchandise.  The Sonics were sixth in
    NBA licensed merchandise sales last year, and reported several
    cases of counterfeit merchandise production last year when the
    club played in Tacoma (SEATTLE POST-INTELLIGENCER, 11/28).
    

    Print | Tags: NBA
  • NIKE COLLEGE OUTERWEAR "BADLY OUTSOLD," AND "UN-INSPIRING"?

         Retailers surveyed in the latest SPORTING GOODS BUSINESS
    "reacted with cautious optimism" to Nike's planned foray into NFL
    authentics, "wondering if the swoosh will carry as much weight
    when tucked beneath team logos."  Larry Wilson, a buyer for FL-
    based Athletic Attic, notes that the "bottom line didn't shift
    noticeably" when Nike became the official supplier for Florida
    St. and Miami.  And one buyer told SGB that Nike's college
    outerwear "was actually being badly outsold" by other brands due
    to "high pricing" and "un-inspiring design features" (SGB, 11/95
    issue).
    

    Print | Tags: NFL, Nike, Wilson Sporting Goods
  • NORTH CAROLINA TARS OLD LOGO A SWIFT KICK WITH THE HEEL

         UNC unveiled a new logo yesterday in Chapel Hill, replacing
    its 50-year-old ram with a "bolder, more modern approach."  The
    new logo was designed by New York firm of Sean Michael Edwards
    Design (Collegiate Licensing Company). Last year, UNC ranked
    third behind Michigan and Florida St. in product sales, bringing
    in $2.1M in revenue.  The updated ram logo has "new horns" and a
    "more determined" look in his eye, according to this morning's
    USA TODAY.  The school also introduced a series of alternate and
    secondary trademarks "that bring a contemporary flair" to its
    traditional insignia (USA TODAY, 11/28).  Michael Hiestand notes
    in this morning's USA TODAY that changes can boost a school's
    merchandising sales by "as much as 25%" (USA TODAY, 11/28).
    

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  • SUPER BOWL NEWS & NOTES: WILL THE SWOOSH MAKE ITS DEBUT?

         NFL Properties President Sara Levinson did not rule out the
    possibility of Nike making "some sort of cooperative noise by the
    Super Bowl or before," according to the latest issue of SPORTING
    GOODS BUSINESS.  Levinson said Nike will "likely introduce
    product" at the February SuperShow.  Levinson says it is
    important for NFLP to "take a strategic look" at what it will do
    for '96:  "If it makes sense for us to do something to bring it
    to people's attention in '95 then we'll do that" (SPORTING GOODS
    BUSINESS, 11/95 issue).
         MODELS INC.?  Frito-Lay "is readying a crop" of three ads
    for its Baked Lays brand featuring supermodels Vendela, Naomi
    Campbell and Kathy Ireland to run during the Super Bowl.  The
    spots, produced by BBDO, will feature the tag: "You Can Eat Like
    One of the Guys and Still Look Like One of the Girls" (USA TODAY,
    11/28).
    

    Print | Tags: BBDO, NFL, Nike, PepsiCo
  • WAS IT MARKETING? NO, JUST A LAUNDRY DISASTER

         The Bulls wore their new black alternative road uniforms in
    Portland last night for the second time in three games, but "it
    had nothing to do with marketing," according to this morning's
    CHICAGO TRIBUNE.  Terry Armour reports that a member of the Spurs
    equipment staff washed the team's red road uniforms in hot water
    after the Bulls game in San Antonio, causing the red to bleed
    into the white stitching.  The Bulls are required to wear the
    alternative jerseys twelve times during the season (CHICAGO
    TRIBUNE, 11/28).
    

    Print | Tags: Chicago Bulls, San Antonio Spurs
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