The AVP is finalizing cable TV deals, ad sales and
tournament management for their upcoming season, according to
Reynolds & Brockinton of INSIDE MEDIA. In a four-year deal, the
AVP is "paying an insertion fee to Fox/Liberty Sports, and has
assumed control over the look" of the show and national ad sales.
AVP COO Lon Monk said soon they will name a production company,
"which will place more of an emphasis on the sport's lifestyle
aspects and player profiles." Up to 15 events will air on the
Liberty channel Sundays at 8:00pm, as Monk said "programming
continuity is something fans and advertisers will appreciate."
AT THE PEACOCK: NBC, which is the broadcast partner of the
AVP, has inked deals with tour title sponsor Miller Lite, Coca-
Cola (PowerAde), Schering-Plough (Tinactin and Coppertone),
Footaction/Fila and new sponsors Wilson and Kodak. Wilson
replaces Spalding as official ball of the AVP. NBC Sports
reportedly has "one or two units left to sell in each of its
seven telecasts (nine hours)." NBC Sports Senior VP Jon Miller:
"We're virtually sold-out. We are in a very strong position."
Monk said about 60% of the cable ad roster is made up of the
above broadcast sponsors.
EVENT CONTROL: Monk added they are now working on AVP CEO
Jerry Solomon's strategy to transfer control of events to local
groups, as they will do with five this year and nine in '97.
Monk: "Placing the tournaments in local hands will increase
sponsorship and media support. It will build awareness and
ticket sales year round." Franchises will share in national
sponsorship revenues as AVP will "ensure that national and local
... sponsorships don't cross."
WHAT'S NEXT? Reynolds & Brockinton report some anticipate
Fox's cable outlet fX "could soon find its way into the
distribution mix, while others suggest that Fox might air matches
as part of an anthology show" after NBC's current pact with the
AVP expires at the end of '97. NBC's Miller said they would not
address that now. Miller: "We're very happy with the AVP" (INSIDE
MEDIA, 2/21 issue).
