SBD/29/Sponsorships Advertising Marketing

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         Three days before its start, the ATP's Arizona Men's Tennis
    Championships found a title sponsor in San Mateo, CA-based mutual
    fund broker Franklin Templeton Group, according to the ARIZONA
    REPUBLIC.  Tournament officials said the Scottsdale event will
    now be called the Franklin Templeton Tennis Classic (ARIZONA
    REPUBLIC, 2/29).

    Print | Tags: ATP

         Volume Services, Inc. has signed a deal to manage all
    aspects of food, custom catering and team merchandise services
    for the Yankees' new spring training stadium, Legends Field,
    which is also the home of the Florida State League Tampa Yankees.
    Legends Field's permanent foodservice areas will be served by
    such national brands as TCBY and Little Caesar's (Volume
    Services)....Beneficial National Bank, USA, a subsidiary of the
    Beneficial Corp., has started issuing a Lightning credit card.
    Fans can apply for the card during Lightning games and at
    Beneficial locations throughout the Tampa area.  The Lightning
    will get compensation for each eligible application, but
    Beneficial declined to say how much (TAMPA TRIBUNE,
    2/29)....CNBC's Sue Herera reported that Mariners slugger Jay
    Buhner received a "surprise gift" from a "prominent cereal maker"
    -- 162 boxes of Cheerios in his locker -- after telling a Seattle
    paper the brand was his favorite.  One box even had his picture
    on it.  Herera:  "No word yet if an endorsement deal is in the
    works" ("Sports View," 2/28)....Padres official Tom House on
    Dodgers pitcher Chan Ho Park:  "Even if Chan Ho Park doesn't win
    a game this year, it was a smart move by the Dodgers to sign him.
    When you go to Korea, all you see is Dodgers merchandise" (SAN
    DIEGO UNION-TRIBUNE, 2/28)....BBDO New York Creative Dir Ted Sann
    is profiled in USA TODAY.  He created 10 of the 15 best Super
    Bowl spots as ranked by USA Today's Ad Meter survey (USA TODAY,
    2/29)....Yogi Berra and his sons will market an apparel line
    featuring t-shirts with Berra's "words of wisdom," and cartoonist
    Bill Gallo's art.  The apparel line will also include caps and
    golf shirts (PHILADELPHIA INQUIRER, 2/29).....The Univ. of
    Tennessee has launched a TV ad "blitz" to sell season tickets at
    the expanded Neyland Stadium.  UT fund-raiser Mitch Barnhart
    notes next season is the stadium's 75th anniversary and there
    will be 10,000 new seats (TENNESSEAN, 2/27).

    Print | Tags: Los Angeles Dodgers, New York Yankees, San Diego Padres, Seattle Mariners, Tampa Bay Lightning

         Neither Michael Jordan nor Gabrielle Reece will wear Nike's
    new sunglasses when they are unveiled in September, according to
    the Portland OREGONIAN.  Jeff Manning reports CA-based Oakley has
    "taken a page" from Nike's marketing playbook and signed high-
    profile athletes to endorse its product.  Jordan's relationship
    with Oakley includes a seat on their board of directors.
    Representatives for Reece and Jordan say they plan on staying
    with Oakley, at least for now.  Reece's agent, Jane Kachmer, says
    Nike has been "aggressive" in trying to convince Reece to endorse
    Nike's shades, but Reece will honor her Oakley deal.  Jordan's
    agent, David Falk, said his client has "exhibited great
    deference" to Nike in the past, but added Jordan is an
    "independent person."  Nike spokesperson Keith Peters said the
    company will deal with these types of situations as they arise:
    "We'd love to have all of our athletes wearing our eyewear.  We'd
    love it if some of them didn't have apparel relationships with
    Starter or Logo Athletic.  But some of them do.  Life is full of
    choices."  Peters pointed out one other Jordan conflict.  Nike
    entered the ball market last year, but Jordan still endorses
    Wilson basketballs.  Nike eyewear will be available in retail
    outlets in September or October, with the first public exposure
    coming when members of the U.S. Track & Field team wear them
    during the Atlanta Games (Portland OREGONIAN, 2/28).

    Print | Tags: Nike, Oakley, Wilson Sporting Goods

         Leveraging its sponsorship of the "Smoking Joe" NASCAR team,
    R.J. Reynolds Tobacco recently broke new print ads for Camel
    cigarettes, according to ADWEEK.  The ads feature a pit crew
    tending to a live camel, which is "tatooed" with colorful decals,
    like a stock car.  The Winston Salem, NC-based Long Haymes Carr
    created the campaign.  An agency client rep said the ads are "a
    reminder of our 20-plus-year commitment to motor sports -- a
    favorite activity among many adult smokers."  The rep added the
    live camel will not replace the "cartoonish" Joe Camel, and three
    executions of the ads will run throughout the year in magazines
    like Playboy, Motor Trend and SI (ADWEEK, 2/26 issue).

    Print | Tags: NASCAR, Sports Illustrated

         While the Univ. of Wisconsin's athletic department is in
    final negotiations to have Reebok outfit all 22 teams and pay
    $6.5M over five years in exchange for exclusive marketing rights
    to UW apparel, the deal may be "unraveling" according to the
    MILWAUKEE JOURNAL SENTINEL.  Earlier this week, three UW track
    and cross country coaches claimed their runners would be at a
    competitive disadvantage if forced to wear Reebok shoes, and a
    student government representative on the UW athletic board has
    complained to Dane County DA Bill Foust that the board violated
    the state's open-meeting law in discussing the Reebok deal in
    December.  Vince Sweeney, Dir of Marketing and Licensing at UW's
    Athletic Dept., said the school is still in a negotiating process
    with Reebok and hopes recent events are not "deal breakers."
    Sweeney expects a deal as early as April.  He said recent
    comments by the track coaches that Nike makes a better shoe made
    Reebok "very upset," but Sweeney said he thinks the problems with
    Reebok can be worked out because "they're good people" (Michael

    Print | Tags: Nike, Reebok
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