SBD/21/Sponsorships Advertising Marketing

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         Anheuser-Busch will launch a broad basketball-themed
    campaign that will include on-premise merchandise and game
    components as the company moves toward "edgier themes" this year
    trying to "strike a chord" with younger consumers and get the Bud
    brand growing again, according to BRANDWEEK.
    The "Talk the Talk" campaign kicks off next month.  Timed to
    coincide with the NCAA Final Four and the NBA Playoffs, the
    campaign will offer "stark, hooded sweatshirts and other logoed
    apparel."  "Talk the Talk" gear will have such sayings as "Get
    out your's gonna rain 3's."  "Talk the Talk"
    specifically supports the Bud and Bud Light brands.  On-premise,
    A-B will have two promos behind Bud Light -- "Get in the Game,"
    which taps into the popular "quarterbouncers" table-top game; and
    "March to the Championship," a merchandise promo tied to the
    Final Four.  Sources say the programs reflect more input from A-
    B's Brand Management VP August Busch IV and "portends more
    radical things to come" (Gerry Khermouch, BRANDWEEK, 2/19 issue).
         MORE BUD NEWS:  A-B plans to put images of Olympic
    activities on cans of Bud this summer, marking the first time the
    beer's label has been significantly altered.  The effort is part
    of A-B's $100M promotional campaign for its Olympic sponsorship

    Print | Tags: Anheuser Busch, NBA, NCAA

         Coca-Cola Co. will use the themeline "For the Fans" to
    reinforce the relationship between Coca-Cola, Olympic athletes
    and the fans in advertising supporting its sponsorship of the '96
    Summer Games, according to ADWEEK.  A major component of Coke's
    Olympic-related advertising is a TV campaign called "Fan-
    Athlete," which celebrates fans and their role in inspiring
    athletes to excel.  Portland, OR-based Wieden & Kennedy is
    producing the five different spots, which sources say cost nearly
    $1M to produce.  The campaign will run up to the Games, and Coke
    will run traditional brand advertising during the Games.  Coke
    has two other Olympic related campaigns:  "Journey," which
    highlights non-athletes' involvement in the Games; and a TV
    campaign showcasing black-and-white archival Olympic photos of
    fans and athletes drinking Coke (ADWEEK, 2/12 issue).
         OTHER OLYMPIC NEWS:  Chicago-based Bayer Bess, which has
    Motorola's corporate ad account, and J. Walter Thompson USA
    Chicago, the agency for Motorola's Cellular operations, are
    competing for the company's Olympic ad work (George Lazarus,
    CHICAGO TRIBUNE, 2/19)....General Mills will launch a special
    limited-edition "Team USA Cheerios" as part of its sponsorship of
    the U.S. Olympic Team.  The company said the new product will
    result in higher promotional spending for the fiscal 4th quarter
    (REUTERS, 2/20).

    Print | Tags: Coca-Cola, Motorola, Wheaties, Wieden Kennedy

         While some breweries have cut back and even stopped sports
    sponsorships, Labatt's British arm "appears to have reversed the
    trend," turning high-profile sports sponsorships into sales
    gains, according to the GLOBE & MAIL.  Since launching its first
    British product in '88, the Toronto-based Labatt has acquired
    more than 3% of the total British beer market, putting its
    product "on equal footing" with such brands as Budweiser, Coors
    and Guinness.  Labatt Marketing Manager David Radford says much
    of the success is due to their relationship with the Nottingham
    Forest football club.  Rather than the approach of saturation
    advertising, Radford says Labatt used its experience with the
    Blue Jays to set up team-oriented bars and promotions, subsidize
    bus trips for out-of-town games and host pub nights for live
    broadcasts.  According to Radford, sales have gone "through the
    roof" in the team's home region, and the brewery dominates
    international sales there.  This is in contrast to other foreign
    brewers who prefer to simply use sponsored teams as "walk-on"
    stars in national ad campaigns (Michael McCormack, Toronto GLOBE
    & MAIL, 2/21).

    Print | Tags: Anheuser Busch, Labatt Brewing, Toronto Blue Jays

         Coors has teamed up with the Amateur Softball Association to
    create the Coors Light Presents USA Softball World Series, the
    first comprehensive, nationwide, slow-pitch softball championship
    (Coors)....The Jackson, MS-based Godwin Group was recently named
    agency of record for Russell Corp.'s license products division.
    In addition to creating advertising for Russell's Chalk Line
    brand, an account it won in September, '94, the agency will
    handle advertising, marketing, PR, and research for The Game, PGA
    Tours Apparel and Russell Athletic Licensed goods (ADWEEK, 2/12
    issue).... Nike has consolidated its national track club
    affiliates into one club, now named "Nike."  The only exception
    is Kermit Foster's Nike Atlantic Coast Club (USAT&F)....Cliff
    Brady, agent to Bryan Cox, before Cox signed with the Bears: "I
    think (Chicago) is worth more in endorsements, but that's all a
    side issue.  I'm not going to figure on half a million in
    endorsements and take half a million less on the contract.
    Absolutely not" (CHICAGO TRIBUNE, 2/20).... Denny's has signed on
    as the largest national sponsor for the Harlem Globetrotter's
    70th Anniversary "Bring You the World" tour, and as such will
    provide 200 tickets to deserving children from local Save the
    Children programs (Denny's)....During the Kentucky-Alabama game
    last night, ESPN's Dick Vitale and Brad Nessler showed off the
    new Kentucky Cons-Blue uniforms, featuring a more denim-like look
    as opposed to their traditional blue (ESPN, 2/20).

    Print | Tags: Chicago Bears, ESPN, Nike, PGA Tour, Walt Disney

         Cobra Golf has agreed to be presenting sponsor of the '96
    PGA Club Professional Championship and the '96 PGA Senior Club
    Professional Championship.  This is the third consecutive year
    Cobra Golf has sponsored these events.  The Club Professional
    Championship is September 26-29, hosted by the PGA West Resort in
    La Quinta, CA.  The Senior PGA Club Professional Championship
    will be September, 17-20 at the Ibis Golf and Country Club in
    West Palm Beach, Fla (Cobra).
         MORE GOLF NEWS: In a move to consolidate resources, Golf
    Enterprises Inc. has agreed to sell nearly half its courses to
    National Golf Properties Inc. and merge with a new corporation to
    be affiliated with American Golf Corp. (Adam Barr, GOLFWEEK, 2/17

    Print | Tags: Acushnet, PGA Tour

         DISNEY:  Wilson Sporting Goods announced a licensing
    agreement with The Walt Disney Co. for the rights to license the
    Mickey & Co. Sports Club and Mickey Unlimited brands.  These
    brands will join the Wilson brand ID on football, baseball,
    basketball and street hockey products in both mass market and
    sporting goods outlets and soccer products in mass market chains.
    Cubs 1B Mark Grace will launch the program by wearing a glove
    featuring Mickey Mouse and Wilson markings this season.  The
    complete line of co-branded Wilson-Mickey & Co. products come out
    this month (Wilson).
         BULA:  Wilson's golf division also reached an agreement in
    principle with CO-based Bula, Inc., to manufacture Wilson-branded
    golf apparel.  Bula began selling Wilson Logo headwear at the PGA
    Merchandising Show in Orlando, and, through a sister company,
    will start producing apparel in the spring.  Ron Addison,
    Wilson's Business Manager for Golf Gloves and Support Products,
    said Bula's "ability to design and produce small quantities with
    individualized point-of-purchase materials in as little as 72
    hours will greatly benefit Wilson Golf's merchandising efforts."
    Addison said fabrics such as CoolMax AkwaTek, found in Bula's
    headwear, will help establish new standards for golf-wear

    Print | Tags: Chicago Cubs, PGA Tour, Walt Disney, Wilson Sporting Goods
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