SBD/20/Sponsorships Advertising Marketing

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  • MAJOR LEAGUE SOCCER IN MIDST OF SUPPLIER QUANDARY

         Nike, Reebok, Puma and Adidas have all "anted up" about
    $500,000 a year in their roles as "official supplier" for MLS
    franchises that begin play next month.  But each company is
    "rapidly learning" that the designation does not prevent
    approaching individual players for six-figure endorsement deals,
    according to BRANDWEEK.  Reebok has signed a footwear deal with
    Clash player Eric Wynalda -- while the Clash have signed with
    Nike.  Adidas has signed the Revolution's Alexi Lalas -- a
    Reebok-endorsed team.  Nike's pre-existing deal with Marcelo
    Balboa will continue even though he plays for the Puma-supplied
    Rapids (Steve Gelsi, BRANDWEEK, 3/18).
    

    Print | Tags: AEG, Colorado Rapids, MLS, New England Revolution, Nike, Puma, Reebok, Washington Nationals
  • MARKETPLACE ROUNDUP

         In Indianapolis, Robin Miller writes he believes Valvoline
    ending its relationship with the Indianapolis Motor Speedway
    "because it was tired of being jerked around by the Speedway and
    it refused to pay Masters prices for the Nike Tour" (INDIANAPOLIS
    STAR-NEWS, 3/20)....Fila stock was up 2 5/8, closing at 23 1/8,
    as Goldman Sachs added the company to its recommended list
    ("NBR," PBS, 3/19)....Phil Mushnick writes on potential marketing
    fallout from Dennis Rodman's fifth suspension:  "The thing to
    watch now, if you really want to gauge where we're at and where
    we're headed, is what the Nikes and Pizza Huts do" (N.Y. POST,
    3/20).... Anheuser-Busch will launch three ad campaigns at the
    end of the month:  freshness labels on Budweiser, Bud Ice and Bud
    Light cans and bottles; a corporate identity campaign with theme,
    "It'd be weird without beer"; the centennial of its Michelob
    brand (AD AGE, 3/18 issue)....MCI today will unveil a new
    corporate logo, replacing their tangerine colored mark with a
    "button-down navy blue" MCI with an orange star burst above (USA
    TODAY, 3/20)....Blockbuster Entertainment CEO Steven Berrard has
    resigned to rejoin Wayne Huizenga as President and COO of Auto
    Nation USA (N.Y. TIMES, 3/20).
    

    Print | Tags: Anheuser Busch, Fila USA, Indianapolis Motor Speedway, Nike
  • MLB APPROACHES COKE'S FRUIT FOR MARKETING POSITION

         An executive close to the Coca-Cola Co. says Chuck Fruit,
    the company's VP/Dir of Media and Presence Marketing, has been
    approached by MLB to take its to-be-created marketing position,
    according to AD AGE.  Fruit has reportedly been "resistant to the
    offer," but MLB "remains persistent."  It has been rumored that
    Fruit may leave Coca-Cola after the Olympics, but the company
    denies the rumors.  Fruit was unavailable for comment (AD AGE,
    3/18 issue).
    

    Print | Tags: Coca-Cola, MLB
  • NEW RULES FOR NHL JERSEY RETAILING

         The recent agreement between the NHL and NHLPA on player-
    name royalties may mean "a door is closing for the many team and
    licensed shops that specialized in personalized jerseys,"
    according to SPORTING GOODS BUSINESS.  Dealers must now choose
    from three or four players per team offered by Starter and CCM,
    or commit to a dozen per player for a special order.  New
    licensee Nike is yet to announce a policy in this area.  The NHL
    has stated it will "crack down" on stores doing their own
    royalty-free lettering, although the league is working on a
    system to give dealers access to small orders for lesser-known
    players.  NHL VP of Global Licensing Fred Scalera:  "This is the
    first chapter in a book not yet written.  We're not looking to
    dissuade someone from doing business, but the name of the player
    is something the players have rights to.  Just as we are
    adjusting, the retailer will have to adjust."  Scalera noted the
    NHL may set up regional distribution centers to handle customized
    orders, or they may use a "middle man" to handle some stitching
    (Andy Bernstein, SGB, 3/96 issue).
    

    Print | Tags: NHL, Nike
  • SARA LEE LOOKS TO KEEP OLYMPIC TEAM AFTER THE GAMES

         Sara Lee Corp., a $65M U.S. sponsor and licensee of the '96
    Games, is considering keeping its Olympic marketing unit in place
    after Atlanta as an "entertainment/sports marketing resource" for
    its various divisions, according to AD AGE.  Execs within the
    Sara Lee Olympic group are currently "evaluating the
    effectiveness" of the unit, which identifies and coordinates
    marketing opportunities for their apparel and packaged meat
    brands.  Sara Lee wants to remain involved with the Olympics for
    the next eight years, and those talks will determine how and if
    the unit is extended.  Jeff Bliss, President of Sara Lee's
    Olympic Partnership:  "We don't know structurally what it would
    look like yet, but the attitude here is to take what we've
    learned from the Olympics and invest it into current and future
    sports and entertainment marketing programs" (Jeff Jensen, AD
    AGE, 3/18 issue).
    

    Print | Tags: Sara Lee
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