SBD/17/Sponsorships Advertising Marketing

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  • 7-ELEVEN TEAMS WITH THE NHL AND FOX FOR HOCKEY PROMO

         7-Eleven once again teams with Fox and the NHL to create an
    "extensive in-store marketing/merchandising program" which will
    include a consumer sweepstakes, according to Brockinton &
    Reynolds of INSIDE MEDIA.  This is 7-Eleven's "latest in a series
    of similar partnerships" with Fox and other pro leagues,
    including the NFL and MLB.  7-Eleven Advertising & Promotions
    Development Manager Charlie Thomas said the chain will "likely"
    buy ad time on Fox's regular season NHL coverage, and may
    possibly be the presenting sponsor of Fox's All-Star coverage.
    The "lure" of the hockey is that 7-Eleven's major customers are
    18-34-year-old males, "the NHL's primary demographic."  In
    January and February, 7-Eleven will offer NHL-themed coffee mugs
    along with Fleer hockey cards.  Certain mugs contain instant-win
    game pieces with grand prize an NHL-sponsor Dodge Dakota sports
    truck.  Other prizes include tickets to the Stanley Cup Finals,
    and free use of a PrimeStar satellite system for a year.  7-
    Eleven will also team  with Anheuser-Busch to install NHL-themed
    Bud and Bud Ice displays, and there will be an NHL-related promo
    tied to the use of 7-Eleven's ATM machines (INSIDE MEDIA, 10/16
    issue).
    

    Print | Tags: Anheuser Busch, DaimlerChrysler, MLB, News Corp./Fox, NFL, NHL
  • AHL AND ANHEUSER-BUSCH EXTEND MARKETING PARTNERSHIP

         The AHL and Anheuser-Busch extended their current marketing
    arrangement for one year.  Under the deal, Bud Ice is named the
    "Official Beer of the AHL."  The partnership will be based on a
    variety of marketing activities, including ads, retail promos and
    merchandising elements.  The Bud Ice/AHL marketing plan in the
    U.S. will feature AHL-specific TV ads, team-specific TV ads and
    individual team sponsorship in a majority of AHL cities.  In
    addition, supermarkets, convenience stores, bars and restaurants
    will display Bud Ice AHL schedules, posters and branded
    merchandise.  A-B will also be an official sponsor of the '97 AHL
    All-Star Classic in St. John, New Brunswick.  Under the Bud/Bud
    Light brands, A-B will have a media presence and through in-ice
    and dasherboard signage (AHL).
    

    Print | Tags: AHL, Anheuser Busch
  • BOYS DON'T LIE: NHL STUDY SHOWS HOCKEY HOT AMONG YOUNG GUNS

         In an NHL study of U.S. children, ages 7-14, conducted by
    Greenwich, CT-based The Taylor Research and Consulting Group, 49%
    of all boys in U.S. NHL team markets named hockey one of the two
    "coolest" sports, followed by basketball (41%); football (40%);
    baseball (28%); and soccer (26%).  With respect to the sport they
    would prefer to play, boys in the same markets cited hockey (44%)
    as their number one choice, followed by basketball (37%);
    football (32%); baseball (32%), and soccer (30%).  According to
    The Taylor Group, there is a "high correlation" among youth
    between participants of off-ice hockey and in-line skating and
    fan interest in the NHL, with 61% of roller hockey, 59% of street
    hockey and 49% of in-line skaters calling themselves NHL fans.
    Among boys who in-line skate, The Taylor Group reports that 63%
    consider themselves NHL fans (NHL).
    

    Print | Tags: NHL
  • DOLL PARTS: PISTONS INTRODUCE GRANT HILL COLLECTIBLE FIGURE

         The Pistons and Kenner Products, an NBA licensee, have
    created and introduced a limited edition figure of Grant Hill.
    The six-inch Starting Lineup figure has Hill in his new Pistons
    home uniform.  One of a series of Starting Lineup figures, the
    Hill model is available at the Pistons "Lockeroom" stores in the
    Palace of Auburn Hills, and via mail or phone order.  It will
    also be available at two new "Lockeroom" stores in suburban
    Detroit.  There is also a regular non-exclusive Kenner Starting
    Lineup figure of Hill wearing the Pistons' new teal road uniform.
    This figure will be available nationwide this fall (Pistons).
    

    Print | Tags: Detroit Pistons, NBA, Palace Sports & Entertainment
  • LET THE KIDS PLAY: SGMA TOP 10 YOUTH SPORTS

         A recent study by the Sporting Goods Manufacturers
    Association (SGMA) indicates U.S. children ages 6-17 prefer
    "outdoor sports."  The SGMA reports that the ten most popular
    recreational sports and athletic activities all take place
    outdoors, and eight of ten involve a certain degree of aerobic
    fitness.  The information has been abstracted from a study
    conducted by American Sports Data, Inc.  This study is prepared
    annually for SGMA and tracks participation in 62 sports and
    activities (SGMA):
                TOP 10 MOST POPULAR YOUTH SPORTS IN USA
             (Ages 6-17; based on "frequent" participation)
         SPORT/ACTIVITY           LEVEL OF "FREQUENCY"   TOTAL(000)
         1. In-line Skating       25+ days/year          7,110
         2. Basketball            52+ days/year          6,200
         3. Touch Football        25+ days/year          4,040
         4. Slow-pitch Softball   25+ days/year          3,946
         5. Volleyball            25+ days/year          3,941
         6. Running/jogging       100+ days/year         3,429
         7. Baseball              52+ days/year          3,421
         8. Freshwater fishing    25+ days/year          2,751
         9. Tent Camping          15+ days/year          2,743
         10. Soccer               52+ days/year          2,674
    

    Print | Tags: SGMA
  • MARKETPLACE ROUND-UP

         Another seven advertisers have inked deals with Turner
    Network sales for ad time on the CNN/SI sports network to debut
    December 12: Johnson & Johnson, Delta, Thrifty Rent-A-Car,
    Corona, Circuit City, LCI Int'l and Logo 7 (INSIDE MEDIA, 10/16
    issue)....Oscar Mayer is expected to announce today it will
    sponsor the Super Bowl half-time show for the second year in a
    row (USA TODAY, 10/17)....The Yankees wore Starter "Locker Room"
    T-shirts upon winning the AL LCS Sunday. Starter will also supply
    the NL champion, and the World Series Champion with shirts.
    Yankees shirts are available at retail (Starter)....Investors and
    analysts have "largely discounted" a rumored deal that would see
    Philip Morris and PepsiCo merge (N.Y. POST, 10/17)....Tonight on
    CBS' "48 Hours," Roberta Baskin reports on conditions at a Nike
    factory in Vietnam (WASHINGTON POST, 10/17).
    

    Print | Tags: CBS, New York Yankees, Nike, PepsiCo, Sports Illustrated, Time Warner, Viacom, YankeeNets
  • THE WORLD ACCORDING TO BAUGH: WILSON PRESIDENT TALKS TO SGB

         "The biggest challenge to me is to get all parts of Wilson -
    - all individual businesses and sports that we're active in --
    running on the same strategies," Wilson Sporting Goods President
    Jim Baugh says in an interview with SPORTING GOODS BUSINESS.
    Baugh says the company does "ok" with some golf products, "but we
    haven't led in technology like we have in tennis, and that's got
    to be where we go in golf."  On recent downsizing, Baugh says,
    "Our whole theme in the future is a lean organization.  I wanted
    to become closer to the products, to the people, to our accounts
    and to our consumer.  When you have lots of [organizational]
    layers, you can't do that" (SGB, 10/96 issue).
         WHERE'S GINGER? Top-Flite is launching a $50M marketing and
    ad campaign on October 24, with the release of two new TV spots.
    Lee Trevino and Craig Stadler star in the first spot which will
    air during ABC and ESPN's coverage of the PGA's Tour Championship
    starting October 24.  The ad promotes the Top-Flight Titanium
    Tour Irons which feature the new graphite shaft called the
    "Muscle."  The second spot airs nationally on during ABC's Skins
    Game coverage in November and utilizes TV's Gilligan, Bob Denver,
    to promote the new Top-Flite XL Performance golf ball. This ad
    campaign is the first time Top-Flite has ever used a non-athlete
    to promote a golf product (Top-Flite).
         GOLF WORLD NEWS & NOTES: Wilson introduced the Staff
    Titanium Series golf ball.  The company "touts" the ball as the
    world's first titanium golf ball....In a new fall ball promo,
    Maxfli will distribute special edition Greg Norman XS-100 golf
    balls to green-grass and specialty shops.  The Norman balls come
    complete with Norman's "0" and "Shark" side stamps....Sunderland
    of Scotland has become an official licensed product partner with
    PGA of America, and will provide outerwear for the '97 Ryder Cup
    (GOLF WORLD, 10/11).
    

    Print | Tags: ABC, ESPN, PGA Tour, Walt Disney, Wilson Sporting Goods
  • WORLD SERIES MAKES BIG SPLASH IN THE BIG APPLE

         The New York City Comptroller's office estimates that the
    direct economic impact of the World Series will range from $11.4M
    for two games at Yankee Stadium to $22.9M for four games,
    according to Richard Sandomir in the N.Y. TIMES.  This follows a
    $14.3M economic boost generated by the Divisional Series and the
    LCS.  But Sandomir notes that "as a magnet for major local
    economic activity, the World Series is not the Super Bowl."  The
    MetroVision Economic Development Partnership Foundation says the
    Super Bowl this January in New Orleans is expected to generate a
    direct economic gain of $124.7M.  The World Series estimate also
    "doesn't equal the economic impact forecast" of other local
    events such as the Grammy Awards, or the U.S. Open tennis
    championships.  But NYC Convention and Visitors Bureau
    spokesperson Jeanine Moss said, "In terms of visibility and
    promotion, the World Series is great for New York."  The TIMES'
    Sandomir adds the Yankees in the World Series is also "a dream
    come true" for MLB as the New York market "virtually guarantees
    high viewership" (N.Y. TIMES, 10/17).
    

    Print | Tags: MLB, New York Yankees, YankeeNets
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