Up-And-Coming Drivers Lack Sponsorship ESPN Draws Lowest "MNF" Rating Of '14 Finebaum Hosting Call-In Show During Iron Bowl USOC Extends Nike Deal Through '20 Cowboys-Giants Rating Lower On NBC Patriots' Nike Shoe Goes On Sale Monday ESPN May Sell Video Subs For Cricket Tourney Bama Again Draws CBS' Top CFB Audience Iverson Protests Nike Tribute Shoe Wise Leaving WaPo To Join Whitlock Site
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).