SBD/15/Sponsorships Advertising Marketing

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  • COMPANIES GEAR UP WITH NEW PRESENCES IN AUTO RACING

         TOOL TIME AT THE TRACK:  True Value has signed a three-year
    sponsorship deal with NASCAR, making the retailer the "official
    hardware store of NASCAR," according to AD AGE.  The deal gives
    True Value ownership of the NASCAR "Man of the Year" award, and
    eligible drivers will carry a True Value decal on their cars.  In
    addition, True Value will sponsor ESPN's broadcast of the "Man of
    the Year" ceremony later this year.  True Value will also buy
    time on NASCAR broadcasts and fill it with racing-themed ads
    produced by Leo Burnett USA in Chicago (AD AGE ONLINE, 2/15).
         WILL THERE BE A DISH ON THE HOOD?  PrimeStar has joined The
    Family Channel as co-sponsor of Ted Musgrave's NASCAR Winston Cup
    car.  The agreement, which starts February 18 at Daytona,
    includes signage on the car and Musgrave's helmet and uniform,
    pit area visibility, personal promotional appearances by driver
    and crew, and a line of NASCAR/PrimeStar merchandise (PrimeStar
    Partners).
         NISSAN GOES INDY:  Nissan Motor Corp. USA yesterday
    announced plans to compete as an engine supplier in the IRL
    starting in '97.  Nissan will supply its new powerplant engine,
    the "Infiniti Indy," which is a racing version of the 32-valve V8
    engine found in the Infiniti Q45 luxury performance sedan.  The
    engine will first run for top honors in next year's Indianapolis
    500.  Nissan's announcement marks the first time the company will
    compete in a major open-wheel racing series during its 29 years
    of sports car racing in America.  The IRL project will also
    signify the first official venture into motorsports competition
    for Nissan's Infiniti Division.  The program will focus on
    supplying engines to participating IRL teams (Nissan).
    

    Print | Tags: ESPN, IndyCar, NASCAR, Nissan, R J Reynolds, Walt Disney
  • DAVID SUNFLOWER SEEDS INKS SPONSORSHIP WITH USA BASEBALL

         David Sunflower Seeds has announced a promotional
    sponsorship with USA Baseball.  Under the banner of "Help the
    1996 USA Baseball Team take on the World's Best This Summer," the
    company will utilize the partnership in national advertising and
    promotional campaigns.  Under terms of the deal, David Seeds will
    include the "official sponsor of USA Baseball" designation --
    including marks and logos --on all packaging in '96, with a
    promotional offer for USA Baseball merchandise on the back panel
    (USA Baseball).
         OTHER AMATEUR MARKETING NEWS:  Pop Warner Football has
    signed an exclusive agreement for marketing, licensing and TV
    representation with ProServ.  ProServ will sell sponsorships for
    the organization as a whole, as well as create, manage and secure
    sponsors for a series of Pop Warner camps for youth and Pop
    Warner clinics for coaches.  ProServ Television will also seek to
    expand Pop Warner's exposure via television (ProServ).
    

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  • MARKETPLACE ROUNDUP

         The Single-A Lansing Lugnuts have announced that Volume
    Services will manage the foodservices at new Oldsmobile Park in
    downtown Lansing.  As part of this agreement, Volume Services
    will manage all aspects of Oldsmobile Park's food and beverage
    services, including concessions, suites and picnic catering
    (Lugnuts)....Golf equipment maker Rainbow Sports is profiled in
    the L.A. BUSINESS JOURNAL.  Tim Ready notes that since '90,
    company revenues have risen from $9M to $15M (L.A. BUSINESS
    JOURNAL, 2/5 issue)....The S.F. EXAMINER conducted a survey on
    the 49ers' plans to change jersey color from scarlet to burgundy
    for '96.  Of the more than 13,000 polled, 70% opposed the change
    (S.F. EXAMINER, 2/13)....Bowl America Inc. reported that net
    income for its second quarter dropped 16% to $895,997
    ($.16/share) down from $1.1M ($.19/share) for the quarter a year
    ago (WASHINGTON TIMES, 2/14)....UMass basketball coach John
    Calipari has trademarked his "Refuse To Lose" motto, and the
    BOSTON HERALD notes teams like the Mariners will have to pay to
    use it or risk copyright infringement.  Calipari's trademark
    earned him $16,000 last year which was donated to the UMass
    library (Lee & Raposa, BOSTON HERALD, 2/13).... Amer, the Finnish
    sporting goods manufacturer, saw '95 profits slide more than 60%
    with a sales drop at Wilson and tough competition" for Atomic
    skis (FINANCIAL TIMES, 2/15).
    

    Print | Tags: General Motors, San Francisco 49ers, Seattle Mariners, Wilson Sporting Goods
  • NO NEW NBA SNEAKER/APPAREL LICENSEES UNTIL TV DEALS EXPIRE

         As Fila and Adidas sign more NBA players to endorsement
    contracts, NBA Properties President Rick Welts said the NBA will
    not sign any new sneaker/apparel licensees until the league's
    current TV contract with Turner and NBC is up in two-and-a-half
    seasons, according to BRANDWEEK.  NBA Properties initially
    granted Nike and Reebok use of league marks in exchange for their
    support of league broadcasts.  Welts: "There really is no TV
    inventory for them.  Internationally, there are opportunities,
    but domestically we've put up pretty high end barriers."  Terry
    Lefton also writes, "One might also note that Nike has yet to
    sign an NBA apparel license." ... In other league news, Lefton
    notes NHL Commissioner Gary Bettman "hopes to take another play
    from his old NBA playbook, by targeting Japan."  The NHL has
    preliminary plans for a regular-season tourney in Japan at the
    start of the '97-98 season.  Lefton says to look for the Mighty
    Ducks to be involved.  Ducks wing Paul Kariya is part-Japanese
    and the team has a following in Japan because of its Disney tie
    and its products (BRANDWEEK, 2/12 issue).
    

    Print | Tags: Fila USA, NBA, NBC, NHL, Nike, Reebok, Walt Disney, Washington Nationals
  • SPORTSLINE USA'S SPONSORSHIP OPPORTUNITIES ON THE WEB

         SportsLine USA, an online service devoted exclusively to
    sports information, entertainment and merchandise, Wednesday
    announced the details of its sponsorship and advertiser program.
    SportsLine USA says it will offer potential sponsors packages
    beyond placing a banner ad. Their strategy is to incorporate the
    sponsor's message and name into existing content.  For example,
    SportsLine will offer some company the opportunity to sponsor the
    "ACME Scoreboard" instead of just a banner on the page with
    scores.  SportLine USA's sponsorship rates range from the $10,000
    a month for rotating banners to the year-long $180,000 Gold
    Contest Sponsorships.  SportsLine USA can be accessed at
    http://www.sportsline.com (Sportsline).
    

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