SBD/23/Sponsorships Advertising Marketing

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  • CREW LANDS ON MARS: SNICKERS NAMED OFFICIAL BAR OF MLS

         Snickers inked a multi-year deal becoming an Official
    Sponsor of MLS as the league's "Official Snack Bar."  The deal
    provides Snickers with on-field signage and a role in all youth
    programs throughout the league.  Snickers will also be the
    uniform sponsor of the Columbus Crew (MLS).  The deal is for
    five-years and worth around $6M, according to Terry Lefton of
    BRANDWEEK.  Parent company Mars will get one board of field
    signage and "logo-adorned" ball boys/girls at every game.  TV was
    not included in the package.  Although much of the first season
    is over, Mars' MLS promos "are unlikely until next year, though
    it may float an effort pegged to the MLS championship"
    (BRANDWEEK, 7/22).
    

    Print | Tags: Columbus Crew, MLS
  • GOLF NEWS & NOTES: WILL MAJOR WINNERS CASH IN?

         British Open Champion Tom Lehman, who is represented by his
    brother, Jim, already is paid seven figures for his endorsement
    deals.  But Jim Lehman added that Sunday's win means Tom will
    "receive big bonuses" from sponsors Dockers and Middle Taylor.
    Jim Lehman: "His contract with these two sponsors expires in the
    middle of 1997, and winning the major will give him leverage in
    the negotiations" (Sid Hartman, Minneapolis STAR TRIBUNE, 7/23).
    This week's GOLFWEEK's "Cover Story" examines how Steve Jones has
    turned down several lucrative offers since his U.S. Open win to
    concentrate on long-term opportunities.  Jones didn't even have
    an agent six months ago, but has signed with International Sports
    Management.  Jones: "All these business opportunities ... they're
    nice, but I'm not going to change because I won the U.S. Open"
    (GOLFWEEK, 7/20).
         NEWS & NOTES:  Cobra Golf plans to begin shipping its new
    King Cobra II oversize irons October 1 (GOLF WORLD,
    7/19)....First shipments for Tommy Armour's new Ti/100 irons are
    planned for next month.  A national ad campaign, including
    several TV spots during the PGA Championship, will promote the
    clubs -- reportedly the first to be made of 100% pure titanium.
    Tommy Armour VP/Marketing John Krzynowek:  "Our goal is to
    dominate the entire category so when people think of titanium
    irons, they think of Armour" (GOLF WORLD, 7/19)....Despite
    costing $3 each, sales of Top-Flite's new Strata balls are so
    "brisk" the company hopes its market share in high-end balls will
    jump 20-30% by next summer -- overtaking Titleist (BUSINESS WEEK,
    7/29 issue)....Women's apparel maker Liz Claiborne signed with
    PA-based Charles Sakmann Golf Co. to market and distribute
    LizGolf's spring '97 collection in beginning late August (GOLF
    WORLD, 7/19). ....Plans call for Lynx Golf to be listed on a
    major Canadian exchange later (reportedly Toronto) this year and
    on a U.S. exchange next year (GOLF WORLD, 7/19)....Giant Eagle's
    deal to assume title sponsorship of the Youngstown-Warren LPGA
    Classic leaves just two LPGA events -- the Corning Classic and
    the Rochester Int'l -- without title sponsors (GOLFWEEK, 7/20
    issue).
    

    Print | Tags: Acushnet, LPGA, Minnesota Lynx, PGA Tour
  • MARKETPLACE ROUNDUP

         Saint Andrews Golf Corp. of Las Vegas announced a long-term
    lease development for the company's All-American SportsPark
    project in Las Vegas.  The company is currently negotiating with
    major brand tenants and corporate sponsors for the 65-acre site
    (Saint Andrews)....Wilson Racquet Sports will run a national demo
    program for their Stretch tennis rackets.  Between now and August
    15, any consumer who demos a Stretch racquet at a Wilson dealer
    can enter a national sweepstakes, with the winner going to the
    U.S. Open (Wilson)....The WALL STREET JOURNAL reports "more
    sweeping change" at Leo Burnett.  The first move was naming
    Michael Conrad as Vice Chair and co-Chief Creative Officer.
    Reasons are the "embarrassing" foul-up of miscalculating ad
    spending for McDonald's and the "heat" on Philip Morris over
    restriction of cigarette ads (WALL STREET JOURNAL, 7/22).
    

    Print | Tags: McDonalds, Wilson Sporting Goods
  • NEWS & NOTES FROM NSGA

         Mattel will be the toy licensee of Disney's new animated TV
    series, "Mighty Ducks," in which the NHL hopes to "expand its
    popularity among the under-12 set," according to Terry Lefton at
    BRANDWEEK.  Mattel's involvement is "possibly the first step in a
    more comprehensive licensing agreement" with the NHL.  Sources
    say the show "will receive additional support" from a McDonald's
    promo in February.  The NHL also has "additional plans for a
    live-action show aimed at preteens" (BRANDWEEK, 7/22 issue).
         IN OTHER NEWS:  A well-placed MLB source says Disney plans
    to change the name of the Angels to "The Mighty Angels of
    Anaheim." ... Champion's exclusive NBA on-court apparel deal
    looks as though it will end after next season.  Sources say the
    NBA is negotiating with a number of "rival licensees," most
    notably Nike, Reebok and Starter. ... Former Apex President/CEO
    Michael Lewis has left ISI  to form another NJ-based sports
    marketing company in Montclair, called Scandia Worldwide.
    Joining Lewis are two other ISI execs, Nick DeBillis and Mike
    Ornstein.  Andy Evans, head of Scandia Racing, will serve as
    Chair.  Lewis said the firm will "leverage Ornstein's extensive
    player contacts to get into athlete and celebrity management, and
    specialize in integrating technology with sports marketing."
    Lewis:  "It's not an industry that's very technically advanced
    and we'd like to change that" (Terry Lefton, BRANDWEEK, 7/22).
    

    Print | Tags: LA Angels, Anaheim Ducks, Anaheim Sports, McDonalds, MLB, NBA, NHL, Nike, Reebok, Walt Disney
  • NIKE TO JACKSON: RUN, JEESE, RUN -- AWAY, PLEASE

         Nike "rebuffed" attempts by Rev. Jesse Jackson to tour one
    of its Indonesian shoe factories, saying it didn't want to give
    him a "bully pulpit" to attack the company.  Jackson is visiting
    the country to examine the working conditions in foreign
    companies.  Nike's rejection "contrasted sharply" to the response
    of Reebok, which flew an executive to Jakarta to give Jackson a
    factory tour.  In a letter, Nike's int'l trade counsel, Brad
    Figel, said the company allow "unbiased observers" to visit its
    facilities frequently.  Figel continued, "Unfortunately, our
    previous experience with the Rainbow Coalition leads us to
    believe that your visit would lack that unbiased approach"
    (AP/RICHMOND TIMES-DISPATCH, 7/21).  BUSINESS WEEK visited
    factories run by Nike's Taiwanese, South Korean and Indonesian
    subcontractors.  Despite some improvement, Nike "still has a long
    way to go before it lives up to its stated goal of providing a
    fair environment for all."  Mark Clifford notes, "Although Nike's
    image is that of an on-the-edge rebel that likes to tweak
    authority, it has not challenged the Indonesian government.  As
    rumblings from workers grow louder, Nike would do well to be as
    much of a trendsetter in labor as it is in footwear fashion"
    (BUSINESS WEEK, 7/29).
    

    Print | Tags: Nike, Reebok
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