SBD/21/Sponsorships Advertising Marketing

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  • ADVERTISERS LOOK FOR SLAM DUNK WITH NCAA MARCH MADNESS

         CNN's "Moneyline" examined the NCAA men's basketball
    tournament -- a "blue chip event" for advertisers -- and noted
    when it comes to commercials during the games, the "best pitchmen
    are often on the sidelines."  Steiner Sports Marketing President
    Brandon Steiner said a lot of the coaches "have great
    personalities, they're fun and they have tremendous longevity at
    these universities."  The piece featured two spots: the Taco Bell
    ad starring Bobby Knight, Rick Pitino, and John Thompson; and a
    Degree ad with John Calipari, Tubby Smith, and Jim Harrick.  DDB
    Needham Worldwide Account Supervisor Tracy Zirin:  "John Calipari
    said that people stop him on the street and yell, 'Hey, coach,
    you got your Degree on?' ... So we know it's having some impact
    out there in the marketplace."  CNN noted advertisers are paying
    up to $600,000 for a 30-second spot in this year's finals and
    that, overall, network profitability is a "slam dunk"
    ("Moneyline," CNN, 3/20).
         HOOPS MADNESS:  In the academic year from July '94-June '95,
    UConn men's and women's basketball licensed products generated
    $12M in retail sales (Patricia Seremet, HARTFORD COURANT, 3/21).
    UMass officials want to add 14 luxury boxes to the Mullin Center
    and add $8,000 signs to the front of the press table.  UMass
    currently generates $323,637 from its 17 sponsors.  UConn, which
    plays in the "more lucrative" Big East, has seen sponsorship
    revenue rise from $250,000 to $3M since '89 (David Halbfinger,
    BOSTON GLOBE, 3/21).
    

    Print | Tags: NCAA, Time Warner
  • MARKETPLACE ROUNDUP

         After relinquishing its position as official telecom
    consultant to the NFL, GTE says it will explore other sports
    sponsorship opportunities and that staff will not be affected by
    the loss (TAMPA TRIBUNE, 3/21)....Miller Brewing breaks two new
    spots for Miller Genuine Draft Light, themed "The lighter side of
    MGD" (AD AGE ONLINE, 3/21)....HA-LO Industries and the Cubs
    announced that HA-LO has sponsored installation of cup holders in
    31,000 of Wrigley Field's seats, including skyboxes.  Cubs
    VP/Marketing John McDonough: "HA-LO is the only commercial name
    inside Wrigley Field.  The presentation of the company's logo is
    very tasteful and we do not feel that it contradicts the pristine
    environment of the ball park (HA-LO)....Charlotte Motor Speedway
    founder Bruton Smith and President H.A. "Humpy" Wheeler are on a
    three-week "road show," visiting investment brokers to promote
    the second issue of 3,100,000 shares of Speedway Motorsports
    stock (Charlotte Motor Speedway).... Int'l Motor Sports
    Association President Charles Slater confirmed that he may bring
    in additional investors to the sanctioning body (TAMPA TRIBUNE,
    3/21)....The Bigsby & Kruthers Dennis Rodman mural in Chicago was
    originally intended to have shown him with sleeves, but Bigsby
    Partner Gene Silverberg noted it didn't look "natural," so they
    went sleeveless (CHICAGO SUN-TIMES, 3/20)....Theater owners at
    last week's NATO/ShoWest convention were "surprisingly
    enthusiastic" about sports-based movies due out this summer,
    including "Eddie," starring Whoopi Goldberg, "Tin Cup," starring
    Kevin Costner and Don Johnson, and "Space Jam" starring Michael
    Jordan and Larry Bird (ENTERTAINMENT WEEKLY, 3/22 issue)....In a
    Giants press release on the '96 Bay Bridge Series, the team
    refers to their ballpark as "Candlestick Park," not 3Com Park
    (THE DAILY).
    

    Print | Tags: Chicago Cubs, GTE, NFL
  • MASTERCARD ANNOUNCES EXPANDED PRESENCE IN PROFESSIONAL GOLF

         MasterCard Int'l has expanded its presence in pro golf
    through a long-term agreement that includes sponsorship programs
    on both the PGA and Senior PGA Tours.  In addition to its
    previously announced sponsorship of the PGA Tour's MasterCard
    Colonial, MasterCard becomes new title sponsor for the former
    Senior Tournament of Champions in '97.  The MasterCard
    Championship will be held next January at Hualalai, a new PGA
    Tour resort on the Big Island of Hawaii.  MasterCard also assumes
    sponsorship of the Senior Tour's competition for players 60 and
    over.  The "Super Seniors" is now the "MasterCard Grand Masters."
    MasterCard is also now the "Official Card of the PGA Tour," and
    will look to expand visibility on both the PGA Tour and Senior
    Tour through sponsorship of a panel on scoreboards.  MasterCard
    will also arrange for two "Jumbotron" TV monitors at the upcoming
    Players Championship for fans to view action (Mastercard).
         MAXFLI SIGNINGS: Maxfli Golf announced the following
    signings:  Larry Mize was re-signed to play Maxfli balls; British
    player Stuart Cage signed a two-year deal to play the Maxfli HT
    balata ball, use Maxfli VHL irons and wear Maxfli headwear;
    former Walker Cup player Padraig Harrington will play the Maxfli
    VHL irons and Maxfli HT balata ball on the European PGA Tour; and
    Nancy Harvey has signed on as the Maxfli player rep on the LPGA
    Tour (Maxfli).
         RYDER REAPS BENEFITS:  By "pouring money" into the Doral
    Open, Miami-based Ryder has found itself with a "very hot" event
    and a marketing tool "far more powerful than it ever dreamed,"
    according to GOLFWEEK.  Ryder President & CEO M. Anthony Burns:
    "We have leveraged this very well into our customer base" (Robert
    Lohrer, GOLFWEEK, 3/16 issue).
    

    Print | Tags: LPGA, MasterCard, PGA Tour
  • MAYBE TYSON IS MARKETABLE -- JUST ASK "LIVE HARD"

         Since Mike Tyson wore a cap with the "Live Hard" logo to a
    pre-fight press conference last week, sales of the cap and t-
    shirt line have "soared," according to USA TODAY.  Tyson is not a
    paid endorser for Live Hard and only got the cap at an apparel
    trade show last month, when Live Hard co-founder Michael
    Kupferberg spotted Tyson and gave it to him.  With the help of
    Tyson's exposure, projected revenue for the Chicago-based apparel
    line has "rocketed tenfold" to $10M.  Marketing consultant Darcy
    Bouzeos, on the exposure:  "In terms of product name recognition,
    it's invaluable."  Live Hard has no ad budget and makes a
    practice of sending caps and t-shirts to celebrities -- though
    Tyson is the first to wear an item.  Live Hard President Brett
    Bombicino, who notes Michael Jordan has been sent the most
    merchandise:  "Maybe someday when Michael's in a rush to leave
    his house, he'll accidentally grab his Live Hard cap instead of
    his Nike hat" (Bruce Horovitz, USA TODAY, 3/21).
    

    Print | Tags: Nike
  • SNOWBOARDERS RIDING THE SNOW SPORT WAVE OF THE FUTURE

         Vail and most other major resorts in the Rockies are
    starting to welcome snowboarding as the "salvation of the alpine
    winter sports industry," according to the WASHINGTON POST.  With
    the number of snowboarders increasing each year, ski resorts are
    moving away from the "brink of economic decline" as the
    generation that powered skiing's growth in the '60s and '70s
    ages.  Currently, snowboarders make up 13% of ski area visitors,
    but that is growing by 17% per year.  This year, snowboards
    accounted for almost 40% of wholesale equipment orders.  National
    Ski Areas Assoc President Michael Berry: "Snowboarding is the
    growth element of the sport right now" (Tom Kenworthy, WASHINGTON
    POST, 3/21).
    

    Print | Tags: Colorado Rockies
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