SBD/6/Sponsorships Advertising Marketing

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  • AS THE OFFSEASON BEGINS, NFL OFF-THE-FIELD NEWS HEATS UP

         With the 49ers set to wear Reebok apparel next season, Nike
    is looking re-sign QB Steve Young and outfit him next season in
    Nike apparel "from head to toe" -- in Nike caps, outerwear and
    shoes.  Terry Lefton notes in BRANDWEEK that under NFL rules,
    Young may only be granted an exemption from wearing Reebok if
    Nike uses him as a national spokesperson, something that Young's
    representative, Fred Fried of ISI, says must happen for Young to
    return to Nike.  Logo 7 has already resigned Troy Aikman to a
    four-year extension.  Logo 7 President Tom Shine:  "Troy's gone
    from delivering our message to being our message" (BRANDWEEK, 2/5
    issue).
         OTHER NFL NOTES:  Sunglasses may become the latest equipment
    to make the mandatory wear-list on the sidelines.  Just like caps
    and jackets, Ray-Ban wants an NFL sponsorship to include
    sidelines TV exposure....Visa is working to make its NFL
    sponsorship deal "as ambush-proof as possible," as it has
    purchased long-term signage at the next three Super Bowl
    stadiums:  The Superdome, Jack Murphy Stadium and 3Com Park.
    Visa "is looking to forge closer ties" with NFL
    licensing....Nike's Pro Line jerseys for the Broncos, Jags,
    Raiders and Cowboys were on display at the Super Bowl, each
    sporting on-sleeve swooshes (Terry Lefton, BRANDWEEK, 2/5).
    

    Print | Tags: Dallas Cowboys, Denver Broncos, NFL, Nike, Oakland Raiders, Reebok, San Francisco 49ers, Visa
  • BIRDS LOOK TO DITCH THE "JETS" LOOK, NINERS GO FOR BOLD

         Calling the changes "evolutionary, not revolutionary,"
    Eagles Owner Jeffrey Lurie presented his team's new uniforms
    yesterday, which features a change in color to "Midnight Green"
    from kelly green.  Helmets are also modified, with the midnight
    green and new-look wings outlined in silver and black.  A new
    "menacing Eagle face" will appear on the uniform sleeves of the
    green jersey, and on one sleeve of the away white jersey.  Pants
    will be white and green.  Lurie said both pants "can be mixed 'n'
    matched" with the jerseys.  Philadelphia ranked 13th in the NFL
    last year, according to NFL Properties' Brian McCarthy, with $61M
    in sales.  McCarthy said sales of Eagles merchandise should
    increase by 20-25% (Tim Panaccio, PHILA. INQUIRER, 2/6).  Lurie
    cited the role of fan surveys in the design process:  "Our fans
    don't want to be the same color as the Jets.  We took that to
    heart" (PHILA. DAILY NEWS, 2/6).  CNN's Fred Hickman:  "The
    Eagles have molted."  He said the logo shows a "much meaner
    looking bird" ("Sports Tonight," 2/5).
         NOTHING COULD BE FINER:  The 49ers also announced a uniform
    change yesterday, with a new look featuring a deeper shade of red
    (PHILA. DAILY NEWS, 2/6).  The 49ers will also return to their
    Throwback-look block numbers (THE DAILY).
    

    Print | Tags: New York Jets, NFL, Philadelphia Eagles, San Francisco 49ers, Time Warner
  • MARKETPLACE ROUND-UP

         FL-based ad agency Anita Hoffman & Associates has been hired
    to help promote first-round Olympic soccer games that will be
    played at the Orange Bowl.  Campaigns will be in English and
    Spanish (MIAMI HERALD, 2/5)....American Express has set up a Web
    site for its American Express Invitational presented by Business
    Week Senior PGA Event.  Address:  http://www.sarasota-
    online.com/golf/html (AmEx)....An Oakland company is marketing a
    new product that allows fans to display tickets on their shirts.
    TicKlip is a clothespin-type device that clips on to fans
    clothing while also displaying a ticket -- allowing fans to use
    both hands while ushers direct them to their seats.  TicKlip
    notes the possible sponsorship opportunities (TicKlip).
    

    Print | Tags: American Express, PGA Tour
  • MORE HIGHLIGHTS FROM THE SUPER SHOW

         Yesterday, THE DAILY highlighted the announcement of Nike's
    plans for '96, and today Reebok's outlook for the year ahead is
    featured.  Below are new product lines and news from other Super
    Show participants:
         CHAMPION:  The apparel-maker was promoting the following:
    New "progressive styling" in its Fall line; a new line of NFL
    Throwback wear, through Champion's exclusive license to produce
    the NFL's "vintage clothing"; the official outfits of the USOC
    and ACOG -- including USA Basketball and USA Volleyball teams, as
    well as U.S. team Opening Ceremony uniforms, Award Suits, and
    casual and dress apparel; new NBA Shooting Shirts; a new youth
    line with a full size lineup of NBA replica jerseys (Champion).
         CONVERSE:  The shoe-maker "launches its new corporate
    positioning by looking to its past" with the premiere of the All
    Star 2000 -- the first time since the mid-'70s that Converse has
    placed its "All Star" patch on a "performance basketball shoe."
    Larry Johnson will debut the Illusion in Spring '96, the first of
    Converse's new BTS '96 collection.  Other shoe styles introduced:
    New styles designed for skateboarders; new colors for old styles
    such as the Chuck Taylor, Jack Purcell and One Star; the C Star
    fashion collection for women; new classic styles for kids; the
    new Touch-EFX collection for kids which allows wearers to change
    colors by touch; a new training collection; and Wild Things for
    kids.  Also, Bonnie Blair introduced the Active Apparel Group's
    line of Chuck Taylor-logoed clothes (Converse).
         EZ GARD INDUSTRIES:  The maker of Shock Doctor and Hammer
    mouthguards reported sales of over 20 million units in '95, an
    increase of about 15% over the previous year.  The company cited
    an increase in in-line hockey, among other factors.  EZ Gard will
    step up involvement in in-line hockey, sponsoring NIHA, North
    American Roller Hockey Championships, and NHL Breakout '96 Tour
    (EZ Gard).
         GARGOYLES:  The eyewear maker announced that Ken Griffey Jr.
    has signed an exclusive four-year deal to wear Gargoyles
    sunglasses.  A new model with purple lenses will be named the
    "Griffey Wrap."  Also signed were snowboarding champs Mike Jacoby
    and Michele Taggart (Gargoyles).
         L.A. GEAR:  The shoe-maker introduced "on-trend and fashion"
    lines for women; two new technologies -- GRAf/x and NEONZ -- for
    children; and a men's line equipped with "Comfort Zone"
    technology (L.A. Gear).
         MARVEL ENTERTAINMENT GROUP:  Marvel kicked off its new
    Marvel Sports program to add licensees to previous programs,
    which include Marvel comic book art on golf accessories and
    snowboards.  Marvel noted that its comic books reach 56.3% of all
    kids age 6-12 and the possible tie-ins with Marvel-related
    companies Fleer and Skybox (Marvel).
         SONY SIGNATURES:  The group's Sports Licensing division
    promoted its main properties "for the purpose of expanding its
    list of qualified licensing and marketing partners."  Sony
    Signatures is seeking licensing partnerships for World Cup '98
    and partners to develop designs for IHL-licensed apparel, toys,
    publishing and multimedia products.  As marketing representative
    for Oksana Baiul, they are looking to develop skating and non-
    skating related products for the gold medalist (Sony Signatures).
         WORTH INC.:  The No. 1 softball manufacturer is introducing
    a new line of patent-pending Super Dot softball and new
    technology in its Supercell and Copperhead bats.  Supercell
    features new ALCOA C405 aluminum alloy, "never available outside
    the defense industry" (Worth).
         RED, WHITE & SWOOSH:  In Philadelphia, Ron Reid bashes Nike
    and the commercialization of the U.S. Track and Field uniforms.
    Reid notes the U.S. team jackets have an American flag with a
    swoosh in place of stars, and writes, "They unveiled the United
    States of Nike yesterday."  Nike officials said the design was a
    graphic, "not the flag." Officials from ACOG and USAT&F had no
    comment (PHILADELPHIA INQUIRER, 2/6)....In Atlanta, Kristen Eddy
    takes a sarcastic shot at Nike's "inspiration" (ATLANTA
    CONSTITUTION, 2/6).
    

    Print | Tags: Converse, Minnesota Wild, NBA, NFL, NHL, Nike, Palace Sports & Entertainment, Reebok, USOC
  • NBA'S ALL STAR BASH: AN UNPARALLELED CORPORATE JAM

         The NBA's All Star Weekend has been "transformed into a
    megabucks marketing event" where "the real name of the game is
    marketing and selling," writes Karen Hunter in the N.Y. DAILY
    NEWS.  Hunter profiles the NBA's strategy for All-Star Weekend,
    noting that "fan-friendly" changes four years ago have also
    brought in big dollars.  Hunter adds the NBA's strategy of making
    a sponsorships difficult to attain has made "an NBA marketing
    package one of the most coveted in sports" (N.Y. DAILY NEWS,
    2/5).  In San Antonio this morning, Charlotte-Anne Lucas profiles
    the Jam session and the corporate involvement by San Antonio's
    Coca-Cola Bottling Co., which distributed most of the 12,000
    tickets to low-income youth (SAN ANTONIO EXPRESS-NEWS, 2/6).
    Estimates on economic impact for the city from All-Star Weekend
    are about $40M (SAN ANTONIO EXPRESS-NEWS, 2/4).
    

    Print | Tags: Coca-Cola, NBA
  • NHL/NIKE EXPAND MARKETING PARTNERSHIP

         The NHL and Nike yesterday announced a multi-year agreement
    in principle that "marks an expanded role" for the company, with
    a broader marketing partnership and increased commitment by Nike
    in NHL on-ice exposure, advertising promotions and marketing.  As
    part of the deal, Nike has agreed to advertise on U.S. and
    Canadian NHL broadcasts and expose Nike's NHL stars, including
    Sergei Fedorov and Scott Stevens, through ads and promotions.
    Other promotional efforts will include the Nike/NHL Street Hockey
    and NHL Breakout tour.  Nike's first ice hockey and in-line
    skates will be available in retail next Spring (NHL).
    

    Print | Tags: NHL, Nike
  • REEBOK LOOKS TO REORGANIZE, REGAIN MOMENTUM, DEVELOP

         Reebok Brands Unit Chair Robert Meers said Sunday his goals
    include reorganization of the company "to try and regain
    momentum."  At the Super Show in Atlanta, Reebok execs announced
    profits were down 35% in '95, to $164.8M.  Meers predicted a
    "very, very, hard year" with "no overnight solutions."  In
    Boston, David Halbfinger reports Reebok's plans include
    "elevating product development to the same  status within the
    company as marketing, reshuffling key managers" in Reebok's North
    American and Japanese units and "creating a logistics unit to
    serve" as a "worldwide rapid-deployment force" for Reebok
    products.  Meers' strategy of developing Reebok, "not merely its
    products -- also appears to emulate" Nike's "trademark swoosh"
    (BOSTON GLOBE, 2/5).
         INTRODUCTIONS:  Reebok will have its brand on a third of the
    participants at the '96 Games, more than any of its competitors,
    and stressed its Olympic involvement at the Super Show.  Reebok
    unveiled its medal presentation award suits and apparel for the
    seven countries that will wear its gear:  Russia, Jamaica, New
    Zealand, Ireland, South Africa, Brazil and Poland.  Each design
    will feature a kinetic, circular design.  New Reebok equipment
    licensees include Watch Reebok, a division of CT-based Callenen
    Int'l making branded timepieces, and Versa Training fitness
    equipment.  For Fall '96, Reebok's NFL Sideline collection will
    be available in all 30 teams.  Also, Reebok will debut NBA and
    new collegiate lines.  Schools include Michigan State, UCLA,
    Texas, Notre Dame, Ohio State and Florida State (Reebok).
    

    Print | Tags: NBA, NFL, Nike, Reebok
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