Nationals Unveil Luxury Seating Section NCAA Tourney Viewership Up Over '16 WWE's Heyman To Promote Richmond NASCAR Disney Chair & CEO Bob Iger Extends Contract ESPN Films Promotes Geist, Inks Edelman Deal CBS/Turner Sweet 16 Overnights Up Aspen Dental Signs Deal With NASCAR Citi, AT&T Explain Dropping USOC Deals LeBron Not Worried About Nike Q3 Results Nike Posts Solid Q3 Amid Adidas Resurgence
SBD/26/Sponsorships Advertising Marketing
Published March 26, 1996
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).