SBD/29/Sponsorships Advertising Marketing

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  • CHRYSLER LOOKS TO STRENGTHEN PRESENCE IN AUTO RACING

         Chrysler is strengthening its presence in auto racing to
    "buttress the sporty mystique" of the Dodge name and bolster
    performance across its product line, according to BRANDWEEK.
    Chrysler will make its first entry in the Le Mans race with a
    Dodge Viper, and it is racing four vehicles in the NASCAR Super
    Truck series.  Dodge Exec Dir of Motor Sports Operations Lou
    Patane said racing helps Dodge's brand identity at a grass roots
    level through increased dealer programs such as ticket giveaways
    and local sponsorships.  Chrysler is also racing two Dodge
    Stratus sedans at the new Super Touring Championship series,
    selling a racing package for Dodge/Plymouth Neon for weekend
    races, and taking part in drag racing events by the NHRA.  Racing
    imagery is also "likely" as part of BBDO's Dodge ads.  Consultant
    Jim Wangers, while "supportive" of their plans, said Chrysler
    "needs to get into NASCAR's primary loop" to get the most out of
    race-based marketing (Steve Gelsi, BRANDWEEK, 5/27).   RACING
    NOTES:  NASCAR's marketing machine was profiled in the WASHINGTON
    POST.  Martha Hamilton notes NASCAR fans are, "devoted, not just
    to the races and the cars and the drivers, but to the companies
    whose corporate logos adorn them" (WASHINGTON POST,
    5/26)....Members of Joe Gibbs's McDonald's drag racing team will
    appear with McDonald's Winston Cup driver Bill Elliott on 15
    million boxes of Kellogg's Raisin Bran in stores soon as part of
    a joint promo between Kellogg's, Mattel Hot Wheels and McDonald's
    (NATIONAL SPEED SPORT NEWS, 5/22 issue)....IndyCar has named
    Allsport as its official photographer (IndyCar)....Kenwood joins
    with Circuit City to sponsor the second annual "Speed of Sound
    Tour," a series of 10 free concerts in conjunction with major
    NASCAR races from May-November (BRANDWEEK, 5/27).
    

    Print | Tags: BBDO, DaimlerChrysler, McDonalds, NASCAR, NHRA, R J Reynolds
  • HAVE A BALL ON PLANET REEBOK: FIRST STEP INTO TEAM SPORTS

         Reebok has entered the inflatable ball category through a
    licensing deal with KY-based Hutch, according to SPORTING GOODS
    BUSINESS.  Company officials say the move is the first step
    toward expanding into team sports and hard goods.  Reebok-branded
    volleyball, basketball and soccer balls debut this fall, all in
    "mid to upper price points."  Footballs will follow "some time
    after."   The positioning and marketing of the Reebok line will
    be different to that of Nike's.  Nike and its ball licensee, Voit
    Sports Int'l, priced balls "considerably higher" than market
    leaders Spalding and Wilson, and chose not to seek affiliations
    or supply deals with major teams and leagues.  Reebok VP of
    Sports Equipment and Licensing John Frascotti said price and
    exposure will be the main components of Reebok's marketing
    strategy (SPORTING GOODS BUSINESS, 5/96 issue).
    

    Print | Tags: Nike, Reebok, Russell Athletic, Wilson Sporting Goods
  • HOUSEWARES AND HOME FURNISHINGS SHOW STRONG RETAIL PRESENCE

         While authentic clothing and electronic games are generally
    thought as the "hottest growth areas" in licensed products,
    housewares and home furnishings have "quietly created" their own
    presence, according to SPORTING GOODS BUSINESS.  The NBA reports
    a 70% growth for licensed housewares in each of the last three
    years, and the NFL At Home collection totaled $900M in sales for
    '95.  Almost all sales are outside the "sporting goods channel,"
    with JCPenney and other department stores leading the way.  Home
    specialty stores and catalogs account for most of the rest.
    League officials note the items can fill a void with the "soft"
    licensed apparel market (SGB, 5/96 issue).
    

    Print | Tags: NBA, NFL
  • MARKETPLACE ROUND-UP

         VitroRobertson, San Diego, starts its campaign for Asics
    shoes with the positioning strategy:  people buy shoes for
    performance.  A series of eleven print ads for Asics Tiger starts
    in July (BRANDWEEK, 5/27)....NBC and the NFL will join for a
    watch and win promo supporting the NFL's football-themed free-
    standing insert.  The insert features John Elway, along with
    Ernest Borgnine and Jonathan Silverman of NBC's "The Single Guy"
    (BRANDWEEK, 5/27).... Fila is profiled in the Baltimore SUN.
    Analyst Susan Silverstein on Fila's stock:  "The stock trades on
    expectations, and expectations are that the company will keep
    growing" (Baltimore SUN, 5/26)....Luquire George Andrews, Inc.
    has been retained by the ACC and ACC Properties to handle event
    organization and other promotions (CHARLOTTE BUSINESS JOURNAL,
    5/27 issue)....FootAction USA will be title sponsor of the
    upcoming AVP event in Dallas (AVP)....Adidas replaced Nike as the
    official race sponsor for the 18th annual Bolder Boulder Memorial
    Day 10K Road Race (ROCKY MOUNTAIN NEWS, 5/26)....Ground Zero,
    Santa Monica, has been retained by ESPN Inc. to create a consumer
    and trade campaign for ESPN2 (N.Y. TIMES, 5/29)....The Pro Beach
    Soccer Tour announced the signing of a letter of understanding
    with Umbro for a two-year global sponsorship of the Tour in the
    Athletic Apparel category (Pro Beach Soccer Tour)....A NJ Federal
    Court judge barred the sale of long sleeve T-shirts bearing the
    image of Dennis Rodman-like tatoos on the body and arms.  The
    court noted that T-shirt maker, Fanatics Apparel, "appeared to be
    profiting" from Rodman's fame ("Moneyline," CNN, 5/28).
    

    Print | Tags: ESPN, Fila USA, NBC, NFL, Nike, Time Warner, Walt Disney, Washington Nationals
  • REEBOK PULLS A REVERSE WITH SEASON-OPENING PROMOTION

         Reebok will team with Visa, Fox, Foot Locker and the NFL for
    a season-opening game-card promo to introduce Reebok's reversible
    "home and away" licensed NFL jersey, according to Terry Lefton of
    BRANDWEEK.  The new jerseys will be sold exclusively at Foot
    Locker, and around 10 million instant-win game cards will offer
    prizes including Foot Locker discounts with the use of a Visa
    card.  Lefton notes this is "easily Foot Locker's biggest NFL
    promo," and it is designed to counter the debut of Nike's Pro
    Line apparel this fall.  The promo will be backed by a five-week,
    $1M-plus ad run on Fox's NFL telecasts starting in late August.
    Reebok's jerseys will get "prime" placements in the 1,500 Foot
    Locker outlets and a "gift-with-purchase poster element" is also
    "under consideration."  An auto marketing partner is still being
    sought to add a car as part of the prize.  Through its deal with
    the NFL, Reebok's new line will include name jerseys from Emmitt
    Smith and Nike athletes Jerry Rice and Deion Sanders.  Lefton
    also notes the promo may help the "strained" relationship between
    Foot Locker and Reebok (BRANDWEEK, 5/27 issue).
    

    Print | Tags: Foot Locker/Venator Group, News Corp./Fox, NFL, Nike, Reebok, Visa
  • TAYLOR MADE NAMES NEW PRESIDENT AND CEO

         Taylor Made Golf promoted George Montgomery as its new
    President & CEO, replacing Charles Yash who left to help form the
    Callaway Ball Co.  Montgomery joined Taylor Made as VP of
    Marketing three and half years ago and was a "driving force"
    behind the launch of Taylor Made's Burner Bubble metal woods in
    '95.  This year, he was "instrumental" in introducing the Burner
    Bubble irons and Titanium Bubble line (Kathy Day, North County,
    CA, TIMES, 5/23).
    

    Print | Tags: Washington Nationals
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