SBD/4/Sponsorships Advertising Marketing

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         The Internet as a commercial medium is "both broad and
    narrow at the same time -- capable of reaching millions of
    people, but also able to target an audience more precisely than
    any other," writes Warren Wilson in the SEATTLE POST-
    INTELLIGENCER.  Wilson, who notes that U.S. companies may hit the
    $1B mark in Web advertising by 2000, reports that a WebTrack
    Information Services survey estimates advertisers spent $12.4M on
    the Web in the fourth quarter of '95, with more than 175 sites
    seeking advertisers and more than 250 active advertisers.
    Netscape, Lycos, InfoSeek, Yahoo, Pathfinder and ESPNET
    SportsZone are the top Web ad sources.       SPORTSZONE UNIQUE:
    Among those large internet advertising publishers, SportsZone "is
    notable in a couple of respects," writes Wilson.  ESPN's internet
    site charges rates "higher than most" because it is "is one of
    few top publishers that are 'content driven,'" keeping users
    involved in the page longer.  Rich LeFurgy, Advertising Dir at
    Starwave, producer of SportsZone, notes the average ESPNET
    browser stays 13 minutes.  LeFurgy:  "Our users are more involved
    in the content. ...We think our impressions are more valuable."
    Starwave charges $100,000 for a three-month "sponsorship" on
    SportsZone, compared with $30,000 on Time Warner's Pathfinder or
    $60,000 on Yahoo or Lycos.  As for traffic, Starwave reports
    930,000 visits per week on the SportsZone site, with an estimated
    95% of the visitors male.  LeFurgy:  "That's just unheard of in
    traditional media."
         WHO'S DOING THE ADVERTISING?  The WebTrack survey reports
    that 2/3 of those advertising on the Internet are computer
    companies, service or telecommunications companies. But Wilson
    writes, "More and more firms ... are signing up."  ESPNET
    features ads from companies such as Pizza Hut, Levi Strauss and

    Print | Tags: ATT, ESPN, Walt Disney, Wilson Sporting Goods, Yahoo

         IEG reports that "some 77% of marketing sponsorships stemmed
    from an organization (such as a sports or non-profit group)"
    approaching a corporation (WALL STREET JOURNAL, 1/4)....The
    Dallas agency of Levenson & Hill will handle advertising,
    marketing and P.R. for the MLS Dallas Burn (N.Y. TIMES,
    1/4)....Adidas ran a full-page ad in this morning's USA TODAY
    congratulating Nebraska on its National Championship with the
    simple message: "Repeat" (USA TODAY, 1/4)....Three Rivers Stadium
    has inked a deal with Entry Media to add Turnstile AdSleeves
    advertising (Entry Media)....Grolier Publishing Co. and Sports
    Media Inc. will team to produce a 40-volume set of biographies of
    star professional athletes from football, basketball, hockey,
    baseball and other sports, including Steve Young, Hakeem Olajuwon
    and Mo Vaughn (Sports Media)....Beverage companies are expected
    to report earnings increases between 5-15% for the fourth quarter
    (WALL STREET JOURNAL, 1/4)....Meanwhile, PepsiCo disputes a
    report by Coca-Cola Co. that it sold a billion more cases in the
    U.S. in '95 than PepsiCo -- the first time the gap has been so
    large.  Coca-Cola had a 86 million case lead in '94 (ATLANTA
    CONSTITUTION, 1/4).... Wendy's has purchased Canadian donut chain
    Tim Hortons, a major hockey advertiser, for $450M.  Wendy's plans
    to increase the number of Tim Hortons from 1,170 to more than
    5,800 (CHICAGO TRIBUNE, 1/4)...."ET's" Mary Hart profiled Chris
    Elliott's live Tostitos commercial aired during halftime from the
    Fiesta Bowl.  The commercial cost $500,000 to make and is
    believed to be the first live ad of its kind.  Hart:  "The
    football game was a runaway by the second quarter, as we all now
    know.  So, the only suspense at last night's Tostitos Fiesta Bowl
    was whether Chris Elliott would be able to bring off a live TV
    commercial at halftime" (ET, 1/3)...."NBR's" Paul Kangas noted
    Sports Authority stock dropped 7.4% (1 1/2 shares) yesterday.  A
    company spokesperson had no comment ("Nightly Business Report,"
    PBS, 1/3)....David Letterman, on the commercialization of the
    Fiesta Bowl:  "At one point the guy in the booth said No. 96 is
    down with a Tostitos groin pull" ("Late Show," CBS, 1/3).

    Print | Tags: CBS, Coca-Cola, FC Dallas, MLS, PepsiCo, Viacom, Washington Nationals, Wendys

         Nike and the PGA Tour have extended the sponsorship
    agreement for the Nike Tour through the year 2000.  The Nike Tour
    was founded in '90, with Nike becoming a title sponsor in '92.
    Nike Tour alumni produced seven wins on the PGA Tour during the
    '94 season and six in '95 (PGA Tour).

    Print | Tags: Nike, PGA Tour

         The Bucs will keep their Florida Orange based jerseys for
    the '96 season, team President Rich McKay told this morning's ST.
    PETERSBURG TIMES.  McKay said NFL Properties has done some market
    surveys in the Tampa area to help come up with a new uniform
    design, but that the uncertainty of the team's stadium situation
    has moved a uniform change down on the club's agenda.  McKay: "I
    don't necessarily see any resolution, at least for a little
    while" (ST. PETERSBURG TIMES, 1/4).  Bucs players had planned to
    "make a fashion statement" during their final home game by
    wearing orange pants and orange tops, but were foiled when LB
    Hardy Nickerson told management ("SportsCenter," ESPN, 1/2).
         PACKERS AND STEELERS HOT:  NFL Dir of Corporate
    Communications Chris Widmaier said NFL Properties reports the
    "two markets selling the most merchandise since the end of the
    regular season" are playoff teams Pittsburgh and Green Bay (Bob

    Print | Tags: ESPN, Green Bay Packers, NFL, Pittsburgh Steelers, Tampa Bay Buccaneers, Walt Disney

         A CO-based marketing company has filed suit against the
    Rockies claiming the team stole their idea for a dinosaur team
    mascot.  This morning's Colorado Springs GAZETTE-TELEGRAPH
    reports that Akmad of Aurora, CO, claims they pitched the idea
    for a dinosaur mascot to be launched Opening Day from a giant egg
    in the fall of '93, only to be rebuffed by the team.  The club
    then debuted "Dinger," its dinosaur mascot, in a similar egg-
    breaking ceremony on Opening Day '94.  When Akmad complained,
    they were informed that "the Rockies investigated the matter and
    determined that the Rockies' mascot was created in New York by an
    independent subcontractor" in association with MLB Properties.
    The firm claims to have copyrighted the "Colorado Rockiesaurus" -
    - the name they gave to their dinosaur -- in February '94, and
    that the team violated that copyright (AP/Colorado Springs

    Print | Tags: Colorado Rockies, MLB
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