SBD/13/Sponsorships Advertising Marketing

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  • ABDUL-JABBAR AND SWOOPES TO HELP SEARS WITH NCAA PUSH

         Next week, Sears will break an ad starring basketball greats
    Kareem Abdul-Jabbar and Sheryl Swoopes as part of its "Legends of
    the Final Four" sweepstakes, according to BRANDWEEK.  The spots,
    created by Ogilvy & Mather/Chicago, will tout a sweepstakes in
    which the winner gets a trip for four to the '97 Final Four and
    sits next to Abdul-Jabbar and Swoopes.  Sears is also offering
    "Legends of the Final Four" trading cards at $1.39 per seven
    cards.  There are an equal number of men's and women's cards.
    Proceeds will go to "Coaches vs. Cancer."  The sweepstakes
    complements Sears' increasing activities in college athletics.
    The company started the Sears Collegiate Champions program two
    years ago which hands out 1,850 men's and women's athletics
    awards including the Sears Director's Cup, going to the NCAA
    school with the best record in 22 sports.  This grassroots
    program gives Sears stores a chance to be active in their
    communities.  Sears is using the sweepstakes offer and card
    merchandising to spark a "consumer drive" for its college events
    (Elaine Underwood, BRANDWEEK, 3/11 issue).
    

    Print | Tags: NCAA, Sears
  • CBS' ON-COURT SIGNAGE POLICY NOT WHAT THE DOCTOR ORDERED

         At the request of CBS, Dr Pepper removed signs and other
    commercial images from around Dallas' Reunion Arena during
    Saturday's televised Dr Pepper Southwest Conference Classic title
    game.  Richard Alm reports CBS "didn't want to give away to Dr
    Pepper the exposure other advertisers were paying for."  SWC
    Commissioner Kyle Kallander said CBS's contract gave it the right
    to remove unwanted signs.  Among the items bearing the products
    name that were removed include on-court signage and Dr Pepper's
    name under baskets and on seats (DALLAS MORNING NEWS, 3/12).
    

    Print | Tags: CBS, Dr Pepper/7UP, Viacom
  • COCA-COLA RELEASES POWERADE ADS FOR '96 GAMES

         While Coca-Cola's Olympic commercials for its Coke brand
    will feature fans, at least two Olympic-related spots for its
    Powerade sports drink will promote athletes.  One of the Powerade
    spots shows a mountain biker on a trail, the other a basketball
    arena, stadium and track.  The ads are part of Coca-Cola's
    estimated $200M in worldwide Olympic marketing.  Also, Jack
    Stahl, head of Coca-Cola's U.S. operations, said the company
    would roll out Olympic promotions aimed at teens.  Red Hot
    Olympic Summer will give away Foot Locker clothing and Camaro
    automobiles.  Also, in line with its NBA affiliation, Coca-Cola's
    Sprite brand will have promotions and advertising around Dream
    Team III.  Powerade also will have a promotion called "Raise the
    Bar" (Chris Roush, ATLANTA CONSTITUTION, 3/13).
         ALSO: Coca-Cola officials confirmed yesterday they will
    introduce a contoured-shaped can this year.  The bottle-like can
    is expected to debut in Atlanta during the Games.  The can was
    tested last year in Germany. ... Meanwhile, company officials
    reported 8% U.S. growth for the first three months of '96
    (ATLANTA CONSTITUTION, 3/13).
    

    Print | Tags: Coca-Cola, Foot Locker/Venator Group, NBA
  • MARKETPLACE ROUND-UP

         Time Warner has hired Lowe & Partners/SMS to create a
    corporate image campaign using many of its properties, including
    Sports Illustrated, "ER" and Looney Tunes (WALL STREET JOURNAL,
    3/13)....Quaker Oats plans on selling its North American frozen
    foods operations, including brands Aunt Jemima breakfast products
    and Celeste pizza (AD AGE ONLINE, 3/13)....All Sport, IZOD Club,
    Mead Corporation, J.M. Smucker Company and Sunderland of Scotland
    have each extended their contracts as official LPGA licensees
    (LPGA)....Cobra Golf Inc. has agreed to be the title sponsor of
    the '96 King Cobra Collegiate Players Tour, a nationwide summer
    tournament series for male and female golfers age 18-24 (Cobra
    Golf)....The AVP has formed an association with Ted Danson's
    American Oceans Campaign and is asking sponsors to support the
    project (AVP)....PGA Tour golfer Sandy Lyle, currently without an
    equipment contract, is using a blank bag he bought for $190 at
    Nevada Bob's (USA TODAY, 3/13)....Tommy Hilfiger has sold his
    shares in the company he founded (WALL STREET JOURNAL,
    3/13)....Mirage Resorts is discussing a potential second hotel on
    property it owns in Atlantic City (WALL STREET JOURNAL, 3/13).
    

    Print | Tags: All Sport, Acushnet, LPGA, PepsiCo, PGA Tour, Sports Illustrated, Time Warner
  • NBA'S NEW VIDEO MARKETING PLAN KICKS OFF IN MAY

         NBA Entertainment and CBS/FOX announced yesterday the
    introduction of a new plan to integrate NBA Video under the NBA's
    "I Love This Stuff" marketing umbrella supported by a $2M
    advertising and promotional campaign between May-December '96.
    The campaign will include national and regional TV, radio and
    print advertising.  The new marketing push will be launched when
    Michael Jordan and Grant Hill videos are released on May 7.
    There will be new sub-brands for NBA Video including:  NBA
    Superstars Series, NBA Championship Series, NBA Action Series,
    and NBA Music Jams Series.  NBA Video boxes will contain the "I
    Love This Stuff" logo, the NBA hologram to authenticate the
    product, and a color coordinating system to differentiate sub-
    brands of the NBA Video line.  NBA Videos will now also have a
    new pricing structure with all videos at $14.98, except NBA
    Championship Series videos at $19.98.  All tapes released in
    Canada will also be $19.98.  The new tagline:  "Nothing Gets You
    Closer To The Game."  In addition to "Michael Jordan: Above &
    Beyond" and "Grant Hill: NBA Sensation," other '96 releases
    include "Dream Team '96 Goes for the Gold," "The Official 1996
    Finals Video," an untitled video with Dream Team III highlights,
    and "NBA Jam Extreme" (NBA).  The NBA is also planning joint
    promotions with Nestle, AmEx, Acclaim and Skybox to support the
    videos (AD AGE ONLINE, 3/13).
    

    Print | Tags: American Express, CBS, NBA, News Corp./Fox, Viacom
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