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SBD/13/Sponsorships Advertising Marketing
ABDUL-JABBAR AND SWOOPES TO HELP SEARS WITH NCAA PUSH
Published March 13, 1996
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).