SBD/5/Sponsorships Advertising Marketing

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         The publicist for IBF Super Middleweight Champion Roy Jones
    Jr. (the "world's best fighter, pound-for-pound" according to
    Wallace Matthews of the N.Y. POST) says Jones has several non-
    fight deals in the works.  Jones, the only fighter to have a deal
    with Nike, is getting more exposure these days.  According to
    Greg Fritz, Jones' publicist, the boxer has already appeared on
    Fox's "Mad TV," on a movie on the UPN network, and has been in an
    HBO pilot.  Fritz added that in coming months, Jones will have a
    Nike commercial out and that he is working on securing a deal to
    put Jones on a Wheaties box (N.Y. POST, 12/5).

    Print | Tags: HBO, Nike, Wheaties

         Analysts predict a record ad spending year in '96, but they
    also see slower growth through the rest of the decade, according
    to today's WALL STREET JOURNAL.  Robert Cohen, McCann-Erickson
    Worldwide Senior VP/Forecasting, told media industry experts
    yesterday that total ad spending should rise 8.2% to $102.51B.
    According to Zenith Media, the '96 Olympics and the elections
    should "pump as much as" $1B into the marketplace (Sally Beatty,


         Nintendo of America and Time Warner Interactive will design
    a 3-D hockey game starring Wayne Gretzky for Nintendo's Ultra 64,
    to be released in Fall '96 (AD AGE ONLINE, 12/5)....Franklin
    National Bank Classic Founder Peter Teeley estimates last week's
    tournament in Landover, MD, will meet the goal of raising
    $500,000 for Children's Charities (WASHINGTON POST, 12/5)....The
    Bullets will honor the USA Women's Basketball Team with a
    "Olympic Coin Night" ceremony at tomorrow night's game against
    Atlanta.  More than 3,000 Olympic Coins will be distributed to
    fans (Bullets)....Lehman Brothers analyst Caroline Levy predicts
    Coke will release a contoured aluminum Coke can in Atlanta, and
    possibly throughout the Southeast before the '96 Games (ATLANTA
    CONSTITUTION, 12/3)....Miller has launched the Miller Lite "Road
    to the Super Bowl Tour," a traveling display of memorabilia from
    the Pro Football Hall of Fame.  The 67-foot display will visit 12
    cities from now until the Super Bowl (BRANDWEEK, 12/4
    issue)....Universal Marketing Associates has developed the first-
    ever fan balloting for a college all-star football game, allowing
    fans to vote for players in the East-West Shrine Classic.  EA
    Sports is the title sponsor of the program (Universal
    Marketing).... Reebok coordinated an online chat earlier this
    year in which Planet Reebok Web surfers could interact with Roger
    Clemens -- enough to land Clemens on BOSTON magazine's "Boston
    Digital Top 40" (BOSTON, 12/95 issue)....New York Life will be a
    presenting sponsor of the Atlantic City Shootout this weekend.
    Participating schools:  La Salle, Marquette, Penn and Penn State.
    Both games will be televised on ESPN2 (Atlantic City
    Shootout)....Chrysler-Plymouth awarded 40 junior golfers $1,000
    scholarships in conjunction with the American Junior Golf
    Association (Chrysler-Plymouth).

    Print | Tags: Coca-Cola, ESPN, Reebok, Walt Disney

         In the $8B U.S. athletic footwear business, Fila and Adidas
    "have emerged as the only serious contenders for No. 3,"
    according to Steve Gelsi in the current BRANDWEEK.  "Whichever
    brand establishes itself behind Nike, and a beleaguered Reebok,
    might someday climb to No.2."  Fila and Adidas "picked up speed"
    in the fight for third last year behind Nike's $1.9B in sales and
    Reebok's $1.4B.  Adidas hit $331M in sales, and Fila saw a 25%
    increase to $294M "on the success of the Grant Hill shoe." Gelsi
    notes both brands "are taking a slightly different tack" than
    competitors Converse and L.A. Gear.  Adidas draws "on the
    strength" of an 80% share in the soccer market and "strong sales
    in other team sports."  Fila "has come on strong with hot-looking
    product and young NBA stars."  The companies also take different
    marketing approaches.   While Adidas spent only $4.7M on ads last
    year and $4.3M through September 1, 1995, Fila spent $10M on ads
    in '94 (up from $6M in '93) and $9M through September 1 this year
    (BRANDWEEK, 12/4 issue).

    Print | Tags: Converse, NBA, Nike, Reebok, Washington Nationals

         An Olympic gold medal in skiing can mean millions, according
    to this month's SNOW COUNTRY.  John Steinbreder assembled
    detailed financial information on skiing's most recent Olympic
    medal winners, and profiled their sponsorships, with estimated
    income.  A sampling:
         MOE MONEY:  Tommy Moe, who won the gold and silver at the
    '94 Winter Games, will pull in an estimated $1M in '95 through
    sponsorships with companies that include Dynastar, Lange,
    Salomon, Kerma, Bristol Bay Salmon, Spyder, Gargoyles and Jackson
    Hole.  Experts say Moe "could have done even more," but has
    "repeatedly said he intends to concentrate on his ski racing
    career first, and making money second."
         SUNNY SIDE OF THE STREET:  Picabo Street, who won a silver
    at Lillehammer and the '95 World Cup downhill will earn an
    estimated $500,000 this year.  Steinbreder reports Street "is on
    track to become the most successful U.S. woman skier of all time,
    if not on the hill, at least off it."  Street's sponsors include
    Rossignol, Lange, Marker, Sun Valley and Nike -- with whom she is
    cooperating with on a cross-training shoe development and
    marketing project.  Steinbreder predicts Street "may rival Moe in
    the future" in earnings, but for now, European-based equipment
    suppliers "have traditionally paid higher fees to male skiers,"
    which comes from higher TV ratings in Europe.
         THE JORDAN OF SKIING:  Italy's Alberto Tomba, who has won
    five Olympic medals and 44 World Cup races, will total an
    estimated $10M in '95, with sponsors including Rossignol, Lange,
    Look and Fila.  Steinbreder writes Tomba "is in a class by
    himself" among ski endorsers, and "has endorsement deals in
    virtually every product category in Europe."  Steinbreder also
    notes that Olympic gold medalist Donna Weinbrecht, a freestyle
    skier, will make an estimated $125,000 in '95, because "freestyle
    isn't as popular as alpine skiing" (SNOW COUNTRY, 1/96 issue).

    Print | Tags: Nike, Washington Nationals
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