SBD/10/Sponsorships Advertising Marketing

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  • FROM SWOOSH TO SPLASH: NIKE SIGNS TOP SWIMMER TOM DOLAN

         Nike recently signed a two-year contract with Olympic
    swimmer Tom Dolan, according to the WASHINGTON POST.  The deal is
    believed to be worth more than $100,000, including bonuses for
    any medals he wins at the Atlanta Games.  It is the largest deal
    Nike has signed with a swimmer.  Carrie Bates, Nike Swim Manager
    of Sports Promotions/Competitive Swimwear, said Dolan "not only
    has incredible talents as a swimmer, but we think he brings an
    image to our swimwear division."  Bates said Nike is unsure how
    they will utilize Bates, but they anticipate using him in
    "whatever campaign he fits into."  Dolan was able to sign the
    Nike deal by giving up his final year of eligibility at the Univ.
    of Michigan.  At the Olympics, Dolan will wear a Nike swimsuit,
    but the rest of his wardrobe will be supplied by competitors
    (Christine Brennan, WASHINGTON POST, 5/10).
    

    Print | Tags: Nike
  • ISI NEGOTIATES TWO NEW ENDORSEMENT DEALS FOR THE DREAM

         Integrated Sports International has announced two new
    endorsements deals for Hakeem Olajuwon.  The deals include a TV
    spot for Snickers candy bars and an alliance with Kellogg's for
    their European-marketed products.  M&M Mars' media buy includes
    significant time on NBA Playoff telecasts on NBC, TNT and TBS.
    The Kellogg pact calls for Olajuwon's image on various cereal box
    products in 10 countries throughout Europe this year, as well as
    a TV ad with Olajuwon in those regions.  Kellogg's will market to
    Italy, Spain, Germany, the U.K. and France, among others (ISI).
    

    Print | Tags: NBA, NBC, TBS/TNT, Time Warner
  • MARKETPLACE ROUND-UP

         George Lazarus notes ESPN's Chicago ad office has been "hit
    hard" by the departures of top sales execs Bill Horowitz and
    Bruce Blair.  Horowitz, with Blair as his "chief lieutenant," is
    reportedly establishing a sports marketing firm (CHICAGO TRIBUNE,
    5/10)....Latin American MLB stars will host a series of concerts
    by singing star Ruben Blades honoring past and present Latino
    ballplayers.  Proceeds from the "Night of Stars" Tour '96
    concerts go to local charities benefiting children.  The first
    concert took place April 27 in Boston and the tour continues with
    stops in Milwaukee, Chicago, Seattle, and Miami (MLBPA)....The
    American Poolplayers Association and RJR's Camel brand have
    announced the second annual Camel National Exhibition Tour which
    starts May 14 in Phoenix (APA)....Winston Salem, NC, has been
    selected as the site for the second NASCAR Thunder store.  A mid-
    summer opening date is expected (NASCAR). ...The Motorola Corp.
    said yesterday it will not renew its sponsorship of its pro
    cycling team for '97 (PHILADELPHIA INQUIRER, 5/10)....'95 British
    Amateur Champ Gordon Sherry has signed with Titleist for balls
    and DCI irons (Titleist).
    

    Print | Tags: Dallas Stars, ESPN, Acushnet, MLB, Motorola, NASCAR, R J Reynolds, Southwest Sports Group, Walt Disney
  • NFL CONNECTS WITH SPRINT FOR MARKETING ALLIANCE

         Sprint and the NFL signed a three-year marketing pact,
    believed to be the largest of its kind, which takes effect
    immediately.  The deal gives Sprint national exclusivity and a
    broad marketing platform, new revenue streams, and the chance to
    partner with a major pro sports league.  Sprint takes over the
    category from GTE while beating out challenger AT&T.  While the
    NFL would not confirm details, the AP puts the value of the deal
    at $87M. Yesterday's WALL STREET JOURNAL reported the deal close
    to $100M (THE DAILY).
         THE WORD: Sprint Chair & CEO William Esrey said they will
    "fully leverage this alliance with the NFL in delivering against
    all of our marketing strategies in long-distance, local and
    wireless communications -- while at the same time delivering
    superior telecommunications solutions to the league and its
    member teams."  He noted Sprint will help fans "get closer" to
    their favorite teams and the sport and for examples, cited
    Sprint's interactive 800 service that will allow fans to register
    for the Gatorade Punt Pass & Kick competition, and Sprint's help
    to enhance the interactive aspects of Team NFL, the league's web
    site.     SERVICES WITH A SMILE: The agreement will provide the
    NFL with Sprint services including: global long-distance voice,
    data and video; local voice, data and video; wireless services,
    including Sprint's entrance into Personal Communications
    Services; internet access services; telephone calling cards,
    including prepaid calling cards; directory services; telecom
    hardware; and interactive multimedia products such as interactive
    800 service and video and audio conferencing.  In addition to
    marketing rights with the Super Bowl, the Pro Bowl and the NFL
    Draft, Sprint's sponsorship includes co-titlement of the NFL
    Experience, as well as involvement in the Quarterback Challenge
    and Run To Daylight events.  Sprint will sponsor NFL Quarterback
    and Coaches Clubs, and hold exclusive rights to market
    Quarterback and Coaches Club prepaid calling cards (NFL).
    

    Print | Tags: ATT, GTE, NFL, Sprint
  • NSGA PREDICTS SPORTING GOODS SALES GROWTH IN '96

         Retail sales of sporting goods are expected to grow 4% in
    '96 after showing a less than 1% growth in '95, according to the
    National Sporting Goods Association.  Sales of athletic and
    sports equipment, shoes and clothing are expected to reach $37.6B
    in '96, on the strength of improved growth in athletic footwear
    sales (NSGA):
               SPORTING GOODS MARKET '92-95 (IN MILLIONS)
                   '92       '93       '94       '95       '96 (PROJ)
         Equipment $12,846   $13,880   $15,257   $15,060   $15,691
         Footwear   11,733    11,084    11,120    11,420    11,835
         Clothing    8,990     9,096     9,521     9,699    10,030
         TOTALS    $33,569   $34,060   $35,898   $36,179   $37,556
    

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  • NUTMEG MILLS SIGNS RED WING KEITH PRIMEAU TO LEE SPORT DEAL

         Nutmeg Mills, Inc. has signed Red Wing Keith Primeau to a
    marketing and promotional agreement for its Lee Brand licensed
    apparel.  As part of the arrangement, Primeau will exclusively
    wear Lee Sport apparel throughout the '96 Stanley Cup playoffs.
    When not required to be in uniform, the deal stipulates Primeau
    will wear a specifically-designed Lee Sport t-shirt and Lee Sport
    cap throughout the Stanley Cup playoffs, including the
    Championship.  These occasions include all interviews, public
    appearances, appearances with the team, opportunities in the
    locker room before and after each game and during all other
    situations affording media exposure.  Primeau will also promote
    and endorse the officially licensed NHL Lee Sport apparel
    manufactured and distributed by Nutmeg Mills (Nutmeg Mills).
    

    Print | Tags: NHL
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