SBD/26/Sponsorships Advertising Marketing

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  • ATP LOOKS FOR ACE WITH ATP DOUBLES CHAMPIONSHIPS IN HARTFORD

         The ATP Tour and Jewel Productions Ltd. have reached a four-
    year agreement to make Hartford the home of the World Doubles
    Championship.  Phoenix Home Life, a Hartford-based insurance and
    investment company, will be title sponsor (ATP Tour).  The
    Phoenix ATP Tour World Doubles Championship will take place at
    the Hartford Civic Center November 13-17 and will be televised by
    ESPN for all four years of the deal.  The contract between Jewel
    and the ATP Tour requires Jewel to offer $500,000 in prize money
    each of the first three years and $600,000 the fourth.  Time
    Magazine and Trinity College will be presenting sponsors.  Other
    sponsors include:  Locite Corporation, the Mohegan Sun Resort,
    the Hartford Courant, People's Bank, St. Francis Hospital,
    Northeast Utilities, the CT Radio Network, Hartford Hospital and
    Ernst & Young (Greg Garber, HARTFORD COURANT, 3/26).
    

    Print | Tags: ATP, ESPN, Walt Disney
  • BUICK GOES FOR THE GREEN WITH GOLF PROMOTION

         Buick's "Go for the Green" test drive promo will showcase
    the effort to "improve customer relationship and strengthen model
    brand ID's," according to BRANDWEEK.  Buick's campaign, which
    kicks off next month, features free golf balls and an Olympic
    sweepstakes offering trips to the '96 Games.  Dealers say this
    year's program includes direct mail to all Buick owners as well
    as most prospective owners.  Since last year's promo did not
    increase showroom traffic significantly, Buick has thrown in a
    three-pack of Top Flite XL's as a '96 value-add.  Buick and other
    GM units are studying ways to match each car line to specific
    sponsorship deals.  One Buick exec:  "Go for the Green does tie
    into our sponsorship of the PGA and our status as an official
    car.  We're trying to leverage that for future brand value."
    Buick plans to use golf in the launch of the '97 Park Avenue, but
    has yet to decide which events and pros will be used (Steve
    Gelsi, BRANDWEEK, 3/25 issue).
         AIR VS. GOLDEN BEAR?  Execs at Michael Jordan Golf Co. Inc.
    expect to choose a site off NC's I-77 near uptown Charlotte or in
    University City within the next six weeks for a $3M golf center,
    according to the CHARLOTTE BUSINESS JOURNAL.  This comes after
    Columbus-based East Coast Golf Centers Inc. last year announced
    plans to open a $2M Jack Nicklaus Golden Bear Golf Center in
    nearby Mathews, NC.  East Coast Golf President Tom Elsass:  "We
    fully intend to open before Jordan does.  We also think Michael's
    market is a little different from ours.  Jack is golf" (Erik
    Spanberg, CHARLOTTE BUSINESS JOURNAL, 3/25 issue).
    

    Print | Tags: General Motors, PGA Tour
  • FILA IN, REEBOK OUT FOR LADY FOOT LOCKER BACK-TO-SCHOOL PUSH

         Fila has replaced Reebok as "anchor back-to-school partner"
    for the 600-store Lady Foot Locker chain, with Reebok's share of
    the $6B women's footwear market "slipping."  Lady Foot Locker
    chose Fila for its July and August push, via a $4M campaign from
    Bates/New York that  includes national cable, in-store displays
    and store marquee signage.  Analysts see the move as a "coup" in
    Fila's efforts to "broaden its brand beyond its core of urban
    basketball shoe buyers."  Meanwhile, Reebok loses a "franchise
    position" in its efforts to slow a $57M "slide" in '95 women's
    sales.  While store officials refused to explain the change,
    parent company Kinney and Reebok have been "at odds" over product
    placement and development.  Reebok will still have "co-op" print
    ads with Lady Foot Locker and will use its 80-unit NBC Olympic
    buy for a back-to-school push (Steve Gelsi, BRANDWEEK, 3/25
    issue).
         MORE SHOE NEWS:  A MA state court ruled Friday that Reebok
    is temporarily barred from using Australian triathlete Michellie
    Jones in advertisements.  Alan Glickman, attorney for Hyde
    Athletic Industry, said Jones had a three-year agreement to wear,
    promote and help develop Hyde's Saucony brand.  While that
    contract ended in January, a right of first refusal clause in
    effect until January '97 obligates Jones to allow Hyde to top any
    other bid.  Jones signed a four-year apparel and shoe deal with
    Reebok February (Joseph Pereira, WALL STREET JOURNAL, 3/26).
    

    Print | Tags: Fila USA, Foot Locker/Venator Group, NBC, Reebok
  • MARKETPLACE ROUND-UP

         Nike debuts its controversial "Evil" TV spot from Wieden &
    Kennedy/Amsterdam during CBS' Final Four coverage.  A 90-second
    version will appear in movie theaters next month.  The spot
    features an all-star soccer team of Nike endorsers representing
    "good" against "Satanic" forces (AD AGE ONLINE, 3/26)....RC cola
    is running a consumer promotion at K-Mart as part of its
    sponsorship of the Newman-Haas racing team, offering a trip to
    the Indy 500, a limited edition Ford Explorer, or a $1M prize
    (BRANDWEEK, 3/25).... The role of cable networks as NASCAR
    sponsors is profiled in ELECTRONIC MEDIA.  Wayne Walley notes
    sponsorship can cost between $2.5 to $5.5M for the 31-race NASCAR
    season, but the sponsorship provides "media exposure, promotional
    value, merchandising and licensing revenues, and other
    intangibles" (ELECTRONIC MEDIA, 3/25 issue).... Finalists in the
    MPA Kelly Awards competition, which recognizes top magazine ads,
    include Wieden & Kennedy spots for running shoe and Goodby,
    Silverstein ads for Bell Sports Corp. helmets (Stuart Elliot,
    N.Y. TIMES, 3/26)....ESPN has sold out sponsorship positions for
    the '96 X Games.  Gold level sponsors are Coors, AT&T, Mountain
    Dew, Taco Bell, Nike, Chevy Trucks and Pontiac (ESPN)....Adidas
    has paid $3M for naming rights to three Nick Bollettieri sports
    training schools in Bradenton, FL (USA TODAY, 3/26)....Sears has
    begun airing 30- and 60-second spots featuring the Women's USA
    National Basketball Team.  The spots will run on network prime-
    time programming, including Lifetime (USA National
    Team)....Chicago's Sportmart sold more than 1,000 pairs of the
    new Air Jordans on Friday (Fred Mitchell, CHICAGO TRIBUNE, 3/26).
    

    Print | Tags: ATT, CBS, ESPN, General Motors, NASCAR, Nike, Sears, Viacom, Walt Disney, Washington Nationals, Wieden Kennedy
  • PENNZOIL'S SPORTS SPONSORSHIPS TARGETING PREMIUM MARKET

         Pennzoil is staking its '96 core motor oil strategy on a
    "technological superiority claim" and its sponsorships of the
    Indy 500 and NBC's Olympics coverage via $14M in media
    advertising, according to BRANDWEEK.  This strategy marks
    Pennzoil's move toward "premium positioning," boosted by price
    discounting included in a Final Four rebate offer.  Sports tie-
    ins help reach the 18-49 audience, and Pennzoil is using its
    Olympic broadcast ads to target female buyers, now about 50% of
    the company's total sales.  Pennzoil will break a new spot on
    CBS' Final Four coverage Saturday to push sales of their 10W-30
    motor oil.  Valvoline, which is "pushing" the growing semi-
    synthetic blend oil category will have 14 spots on ABC's Indy 500
    telecast, but lose in-track signage to Pennzoil (Steve Gelsi,
    BRANDWEEK, 3/25 issue).
         RACING NEWS:  Sources say that Roger Penske, owner of
    Michigan Int'l Speedway Owner, is putting up an "estimated" $70M
    offering in Penske Motorsports Inc. which will be priced as early
    as today and available for investors for the first time on
    Wednesday (Dave Philips, DETROIT NEWS, 3/26).
    

    Print | Tags: ABC, CBS, Int'l Speedway Corp., NBC, Pennzoil, Viacom, Walt Disney
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