SBD/14/Sponsorships Advertising Marketing

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         Michael Jordan has reportedly inked a deal with Bijan
    Fragrances for his own line of cologne, according to Liz Smith in
    this morning's N.Y. POST.  The product will be known as "Michael
    Jordan" and be launched in the fall (N.Y. POST,
    3/14)....Meanwhile, in the Windy City, Hevrdejs & Conklin note in
    the TRIB's "Inc." column that Jordan remains the highest-rated
    Chicagoan in marketing circles.  In the semi-annual rating by
    Marketing Evaluations/TVQ, Jordan is in the top 20 of 1,125
    celebrities rated, "a rare position for a sports figure."  Also
    among the top 20 are Clint Eastwood and Robin Williams.  Fellow
    Chicagoan Oprah Winfrey was rated in the top 75 (CHICAGO TRIBUNE,


         In St. Louis, Jeff Gordon reports that Degree deodorant will
    feature UMass Coach John Calipari more prominently in a
    commercial featuring several NCAA coaches.  Sheila Rose, an
    account exec for DDB Needham, said the team's top ranking made
    Calipari more attractive "for obvious reasons" (ST. LOUIS POST-
    DISPATCH, 3/14)....Indiana Coach Bob Knight says the NCAA
    Tournament is "out of hand."  Knight told the BOSTON GLOBE there
    is "too much corporate involvement" (Bob Ryan, BOSTON GLOBE,
    3/13)....USA TODAY's Mike Hiestand notes that Mississippi Valley
    St., the only NCAA Men's participant without a shoe contract, has
    cut a deal with Nike thanks to alum/Nike pitchman Jerry Rice.
    MVSU's gear will come out of Nike's football marketing budget
    (USA TODAY, 3/14).

    Print | Tags: NCAA, Nike

         "Entertainment Tonight" reports that in response to
    criticism of Shaquille O'Neal's latest Taco Ball ads, starting
    Friday the spots will feature only the basketball on fire ("ET,"
    3/13)....Budweiser will premiere its "Kick the Can" TV spot next
    week that promotes commemorative Olympic cans (USA TODAY,
    3/14)....MasterCard has signed on as Official Sponsor of the
    World Figure Skating Championships for the next two years.  The
    deal includes exclusivity in the "Official Card" category on-site
    and during all telecasts; worldwide rights to the official logo
    of the event; and exposure through rink boards (MasterCard).

    Print | Tags: Anheuser Busch, MasterCard

         MLS announced yesterday that Fuji Photo Film USA would be an
    official sponsor.  The multi-year agreement includes film
    category exclusivity on TV ads, on-field signage and
    incorporation into youth programs.  Fujifilm will also be the
    uniform sponsor of the NY/NJ Metrostars (MLS).
         IT'S ALL ABOUT INTEGRATION:  Jeff Jensen profiles MLS'
    marketing and business structure in the current issue of
    ADVERTISING AGE, calling it "innovative" and "a program that
    should secure the financial stability and promotional support"
    its predecessors lacked.  Because MLS investors not only own
    teams, but an interest in the league, player salaries should
    remain "sensible."  Also, the structure will allow for
    "integrated marketing programs."  For example, teams will be able
    to sign local TV deals, but MLS sponsors will have "rights of
    first refusal" on ad deals.  Without TV timeouts, MLS will find
    ways for sponsor exposure through field boards and jersey logos.
    Official sponsors, such as AT&T and Budweiser (and now Fuji),
    signed on at $1M each.  PepsiCo's All Sport and Kellogg are
    official corporate partners, at $500,000 apiece (AD AGE, 3/11
         OTHER SOCCER SPONSOR NEWS:  BP Petroleum has become a
    principle sponsor of the NPSL Cleveland Crunch.  BP's deal with
    the club will include a uniform and color change to BP's logo and
    colors.  The team will also incorporate a new slogan -- "Let's
    Rock" -- in the spirit of Cleveland's new Rock-n-Roll Hall of
    Fame (Cleveland PLAIN DEALER, 3/13).

    Print | Tags: Anheuser Busch, ATT, MLS, PepsiCo

         Sprint is offering the NFL a deal worth $100M annually over
    the next five years as part of its bid to become the league's
    official telecom provider, according to the current ADVERTISING
    AGE.  Sprint's offer "looks to be the leading draft choice" for
    the league, according to Jensen & Cleland, but AT&T, MCI and GTE
    should not be counted out "just yet."  Sprint's deal is said to
    include an "unprecedented rights fee" of $29M a year -- a portion
    of which would be directed to teams for individual marketing --
    plus up to $70M annually in promotions and advertising.  AD AGE
    adds Sprint "may have an added 'in'" with the NFL as both the
    company and NFL Properties are clients of Clarion Performance
    Properties.  AD AGE notes GTE officials have met with the league
    to discuss a counteroffer, and that AT&T's offer "has been
    getting more serious consideration in recent weeks" due to that
    company's investment with NFL partner, DirecTV.  NFL Properties
    has been told by team owners that unless it can get more than
    $24M for the telcom deal, the category will go back to the clubs
    -- a prospect lobbied for by Cowboys owner Jerry Jones
    (ADVERTISING AGE, 3/11 issue).

    Print | Tags: ATT, Dallas Cowboys, DirecTV, NFL, Sprint
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