SBD/23/Sponsorships Advertising Marketing

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  • BIG 12 INKS SPONSOR: WOULDN'T YOU LIKE TO BE A PEPPER, TOO?

         Dr Pepper/Cadbury of North America has signed a four-year
    deal as the title sponsor of the Big 12 Conference championship
    football game.  Big 12 Commissioner Steve Hatchell said the deal
    was "significant -- worth seven figures woven into the deal with
    ABC" -- but exact terms were not disclosed.  ABC is expected to
    pay $4M annually for the rights to the game, which include Dr
    Pepper's fee of at least $1M each year (Steve Richardson, DALLAS
    MORNING NEWS, 4/23).  Phillips 66 has signed a two-year deal
    worth between $500,000 and $750,000 annually to be the title
    sponsor of the Big 12 men's basketball tournament.  Host
    Communications has signed as marketing agent and will also handle
    development of the conference's multi-state radio network.  The
    Collegiate Licensing Company of Atlanta has signed to license Big
    12 tournament merchandise such as t-shirts and jerseys (Steve
    Richardson, DALLAS MORNING NEWS, 4/23).
    

    Print | Tags: ABC, Dr Pepper/7UP, Walt Disney
  • COORS MAY BE SHUT OUT OF DOWNHILL SKI SERIES

         Coors Brewing may be prohibited from co-sponsoring a
    downhill ski series with Chrysler's Jeep/Eagle division because
    of the need to "separate drinking from driving," according to
    BRANDWEEK.  Coors had expressed an interest in becoming part of
    the Jeep King of the Mountain downhill ski series, but the car
    company has "done less than jump at the proposition."  A Jeep
    exec said the company is "leery" of a partnership with an alcohol
    seller.  The series was composed of five races this past winter
    at resorts in CO, CA, UT, and VT, and current associate sponsors
    include Visa, Hawaiian Tropic, Sabastian Haircare Products and
    Longines watches.  Jeep/Eagle Marketing Manager Lou Bitonti said,
    while not immediately embracing Coors' request, Jeep has not
    ruled it out (Trevor Jensen, BRANDWEEK, 4/22 issue).
    

    Print | Tags: DaimlerChrysler, Visa
  • FIRST UNION AND NATIONSBANK STOCK RISING IN SPORTS FINANCING

         First Union and NationsBank are quickly becoming "pivotal
    players" in the sports finance arena, according to the CHARLOTTE
    BUSINESS JOURNAL.  Erik Spanberg writes the Hornets and Panthers
    helped "pave the way" for the banks' entry into the market, and
    First Union and NationsBank now have national reputations.
    NationsBank Senior VP Jim Nash, head of the bank's Sports Finance
    Division, says sports provides a high-profile platform for the
    bank in local communities.  First Union spokesperson Marianna
    Sheridan said sports finance became a natural expansion area as
    the value of teams and franchises grew.  She notes there are so
    many teams in markets First Union serves, "it's hard to ignore,
    particularly because it's a successful and profitable business."
    First Union and NationsBank both have finance divisions dedicated
    to sports, and Hornets President Spencer Stolpen says the two
    banks -- along with Fleet National Bank, Bank of America,
    Chemical Banking Corp. and Citicorp -- are consistently mentioned
    in industry circles as the leading banks in funding teams and
    facilities.  Overall, First Union has made about $470M in sports
    financing commitments and has just under $200M in sports loans on
    record.  NationsBank "refuses" to disclose its commitments
    (CHARLOTTE BUSINESS JOURNAL, 4/22 issue).
    

    Print | Tags: Bank of America, New Orleans Pelicans
  • IRONMAN PROPERTIES GOES FROM WATCHES TO SHOES TO BIKES

         Huffy Bicycles is trying to "burnish" its image among more
    "particular" bike consumers with two new lines under the Ironman
    name, according to BRANDWEEK.  Huffy's licensing deal with
    Ironman Properties looks to capitalize on Huffy's "largely
    unrecognized" expertise.  Huffy Marketing VP Bill Smith says with
    high-end bikes showing the only growth in a flat industry, Huffy
    can pick up on Ironman's "core equities" of performance,
    endurance and durability.  Ironman hopes to move away from
    straight sponsorships in favor of "high-visibility" licensing
    deals modeled on the successful Timex Ironman watches.  Ironman
    has signed a similar shoe deal with Reebok (Gerry Khermouch,
    BRANDWEEK, 4/22 issue).
    

    Print | Tags: Reebok
  • JOHN NUVEEN SIGNS ON AS TITLE SPONSOR OF CHAMPIONS TOUR

         John Nuveen & Co. announced it has acquired a multi-year
    title sponsorship of the Champions Tour, the men's over-35 tennis
    circuit.  The newly named Nuveen Tour will feature 13 events held
    throughout the year on four continents with players competing for
    $2.5M in prize money.  Ray Benton, who founded the tour, said the
    marketing deal "will further elevate the concept of men's over-35
    tennis" (Champions Tour).  USA TODAY's Michael Hiestand notes
    Nuveen will pay $1.5M annually for title rights (USA TODAY,
    4/23).  John Lotka, Nuveen's VP/Advertising and Promotion, told
    THE DAILY the deal was for three years with options.  The
    Chicago-based investment banking firm has been involved with the
    tour since '94, and Lotka said, "It has been a very good match
    both for our target audience of financial advisors and their
    clients. ... We've been pleasantly surprised at each stage of the
    process."  He added Nuveen saw "a real consistency with the way
    all the events came off and what we've received, and that
    attracted us to title sponsorship."  Lotka said Nuveen will work
    with other tour sponsors, including U.S. News & World Report and
    Coopers & Lybrand, to increase promotion of the tour, including a
    major media buy to promote certain events.  Lotka: "We are
    interested in seeing the tour get more recognition from the
    media."  The deal was assisted by Chicago-based Frankel Sports
    Group, who advised and managed the program from the outset (THE
    DAILY).
    

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  • KROGER SIGNS WITH AT&T CHALLENGE IN UNIQUE PROGRAM

         Kroger has signed a deal with Atlanta's AT&T Challenge
    tennis tournament in a marketing program to benefit Kroger
    vendors and Atlanta's Scottish Rite Children's Hospital. The
    Kroger vendor program is a vehicle for bringing other food
    marketers into the tournament.  Participating vendors will become
    sponsors of the event, as official soft drink or snack food, for
    example, and will receive in-store, radio and other promotional
    benefits in Kroger stores throughout the Atlanta area. In
    addition 25% of each vendor sponsorship will go to Scottish Rite.
    NationsBank, a banking partner of Kroger, has become the official
    commercial bank of the tournament.  As such, NationsBank will
    provide ATM's on-site at the Atlanta Athletic Club (The AT&T
    Challenge).
    

    Print | Tags: ATT, Bank of America
  • MARKETPLACE ROUND-UP

         Compaq Computer will sponsor the Compaq World Putting
    Championship, a new grass roots event developed in conjunction
    with putt-master Dave Pelz.  ESPN will televise the competition
    and supporting sponsors include Golfweek magazine, USA Today,
    Titleist golf balls, and the PGA and LPGA Tours (BRANDWEEK,
    4/22)....Converse is profiled in the BOSTON HERALD.  Steff
    Gelston notes the shoemaker has "geared up for the next step in
    its turnaround" with recent management changes including the
    appointment of former Nike head of research Ned Frederick to head
    R&D and the replacement of retiring Chair & CEO Gib Ford with
    sporting goods veteran Glenn Rupp (BOSTON HERALD, 4/22)....L.A.-
    based product placement company Premier Entertainment had NFL
    products air 80 times on network TV since September.  That
    translates into $19M in paid ad rates (USA TODAY, 4/23).... Coca-
    Cola is test-marketing a new drink called "Urge" in Norway.  The
    brand is targeted to compete against Mountain Dew in the U.S.
    (CHICAGO TRIBUNE, 4/23)....Nike is profiled in the "Heard on the
    Street" column in the WALL STREET JOURNAL.  Morgan Stanley
    shoe/clothing analyst Josie Esquivel, on the broad appeal of
    Nike's name:  "People are starting to realize that maybe this
    company should be treated as a consumer brand rather than a
    footwear company" (WALL STREET JOURNAL, 4/23)....Chicago
    attorneys Richard Colombik and Mike Whelan unsuccessfully tried
    to trademark the phrase "Four-Peat" after the Bulls won their
    third straight NBA championship.  They have since trademarked the
    phrase, "Four of a Kind" (CHICAGO TRIBUNE, 4/22).
    

    Print | Tags: Chicago Bulls, Converse, ESPN, Acushnet, hp, LPGA, NBA, NFL, Nike, PepsiCo, PGA Tour, Walt Disney
  • ORLANDO SPORTS COMMISSION USES SPONSORSHIP DEALS FOR FUNDING

         The Orlando Area Sports Commission (OASC) "resembled a
    charity of sorts" in its early days, according to a profile in
    the ORLANDO SENTINEL.  It barely survived on the public "dole and
    donations" from companies that supported its efforts to attract
    sports events to Central FL.  Since then, the OASC decided to
    raise funds by offering companies a chance to advertise at its
    events.  Also, since OASC President Randy Johnson became
    president eight months ago and began selling sponsorships, the
    OASC has generated nearly $68,000 in revenue, almost twice that
    collected in the previous twelve months.  The "more-aggressive
    pursuit of private dollars" has also influenced new localities to
    join to provide OASC with $327,500, a 7% increase from last year
    (Gene Yasuda, ORLANDO SENTINEL, 4/22).
    

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  • OUTSIDE THE LINES EXPLORES THE WORLD OF ATHLETE MARKETING

         In an "Outside the Lines" special entitled, "Sports, Inc.,"
    ESPN's Bob Ley reported on the "modern incorporated athlete" and
    how, in the "booming" sports marketing industry, many superstars
    make more money off the field through sponsorships and
    endorsements than they do playing. From the original model
    fashioned by Arnold Palmer to Shaquille O'Neal's current world of
    "cameras, commercials and devastating dunks," the show focused on
    the marketing efforts of several big name stars and reflected on
    the growing dichotomy of today's athletes.  Frank Deford:  "We
    are seeing the creation of two classes of star athletes:  the
    privileged ones who get heavy-duty endorsement money and the dull
    ones, who have to compete for a living."
         FACTS OF NOTE:  Last year Ken Griffey Jr.'s likeness earned
    about $100,000 in merchandise sales for Pro Player.  This year,
    that number is expected to be "well" into seven figures.  The NFL
    Quarterback Club, "a powerhouse" owned by 26 former and present
    QBs (Troy Aikman, John Elway, Steve Young, Boomer Esiason, Dan
    Marino, and Jim Kelly) has hired NFLP to help sell its members to
    corporations and sponsors. The Club recently added Emmitt Smith,
    Junior Seau, Barry Sanders, Jerry Rice, and Michael Irvin.
    NASCAR driver Dale Earnhardt's biggest business is collectibles
    and souvenirs, an industry in which he has the potential to earn
    over $30M this year.  He faces no league-wide merchandising
    scrutiny, as NASCAR does not require revenue-sharing among
    drivers.
         QUOTES OF NOTE:  Shaquille O'Neal agent Leonard Armato:
    "People are a little tired of seeing one dimensional athletes and
    if they see someone that has not only athletic ability but
    personality and a variety of talents, it's compelling."  Pro
    Player President David Strumeier:  "Ken Griffey is outselling
    every player in [MLB] products by a minimum of three-to-one and
    our Ken Griffey sales in the first three months of this year are
    already ahead of Ken Griffey sales for the entire 1995 year
    approximately by 40 to 50%."  Andre Agassi:  "You have to know
    what you stand for.  You have to know why you stand for it and
    you have to refuse to compromise it.  It's called integrity,
    really, and not to, in a sense, whore yourself out."  NFL
    Properties President Sara Levinson, on the QB Club:  "These men
    recognize the potential of putting their names together into
    something that is even larger than they are" (ESPN, 4/22).
    

    Print | Tags: ESPN, MLB, NASCAR, NFL, Walt Disney
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