SBD/8/Sponsorships Advertising Marketing

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         IMG is profiled by David Adams in the Akron BEACON JOURNAL,
    who writes IMG is "considered the king of the rapidly growing and
    consolidating sports marketing industry."  According to Senior
    Exec VP Robert Kain, the company had '95 billings of more than
    $1B, and employs 2,500 at 70 offices in 26 countries.  NY-based
    National Media Group CEO Peter Kaplan: "They are a behemoth.
    They created the industry.  They are so much bigger than anyone
    else [that] they define the industry.  From a global perspective,
    they are the dominant player."  Adams notes client representation
    "is only" 30% of IMG's business, as  another 30% is producing
    sporting events that IMG sells to the networks. The remainder
    consists mostly of organizing events and finding corporate
    sponsors to support them "in exchange for the exposure the
    sponsors hope they will receive."
         BRING IT ON: Adams notes observers "quietly" say IMG has
    "become arrogant" as it "refuses to be flexible with its clients"
    and at times has a "take-it-or-leave-it attitude."  IMG also
    "caught flak" when client Tiger Woods backed out of the Buick
    Open last month. The company was accused of "pushing the athlete
    to do too much, too fast, a complaint that has been leveled at
    the company before."  IMG's Kain "brushes off" such criticism
    (Akron BEACON JOURNAL, 10/7).

    Print | Tags: General Motors, IMG

         Reebok is working on a new ad campaign using the "Hoop
    Dreams" directing team of Steve James and Peter Gilbert,
    according to Jim Kirk of the CHICAGO SUN-TIMES.  Sources close to
    the company say the new campaign "may replace" the company's
    long-running "Planet Reebok" ad theme.  The Leo Burnett, USA,
    Chicago campaign will initially focus on NBA rookie spokesperson
    Allen Iverson and "insiders" tell Kirk part of the campaign would
    use a documentary-style technique based-loosely on the "Hoop
    Dreams" documentary.  The campaign is expected to follow Iverson
    and other Reebok endorsers with periodic "updates" (CHICAGO SUN-
    TIMES, 10/8).
         ABL: Reebok will begin this week their ad campaign backing
    the women's American Basketball League (ABL), according to Jeff
    Jensen of ADVERTISING AGE.  The TV portion broke Monday on MTV,
    and will run during ABL telecasts on SportsChannel and Prime
    Sports.  Ads will also run during TNT telecasts of the NBA which
    start October 28.  Reebok's efforts also include radio, print and
    outdoor in each of the league's eight markets.  The Leo Burnett,
    USA, Chicago ads carry the tag, "It's A Whole New Ballgame," and
    spots will be modified by the ABL for its use in specific
    markets.  Reebok will outfit four teams: the New England
    Blizzard, Atlanta Glory, Columbia Xplosion and San Jose Lasers.
    Russell Athletic will produce uniforms for three other teams,
    while Sports Belle will outfit one.  Russell and Sports Belle
    will not be able to market products until they pay for a license
    or become a league sponsor.  ABL Co-Founder and VP Gary Cavalli
    said two more sponsors will be announced soon, including one in
    the automotive category.  ABL play starts October 18 (ADVERTISING
    AGE, 10/7 issue).

    Print | Tags: NBA, Reebok, Turner Sports

         BRANDWEEK NEWS & NOTES: Hockey manufacturer Karhu signed a
    worldwide license with the NHL to put the NHL logo on shin,
    shoulder and elbow pads.  The Avalanche's Peter Forsberg has
    signed to endorse an entry-level line....Karl Kani Infinity shoes
    signed Knicks rookie John Wallace to a three-year, $8M
    spokesperson contract....Anheuser-Busch will join "one-time
    rival" Frito-Lay in its annual Bud Bowl. A-B is preparing a co-
    promo that will unite the Bud brands with Frito-Lay's Baked Lay's
    Potato Crisps (BRANDWEEK, 10/7 issue)....Coors Light has
    continued its personal service contract with the WPVA's Christine
    Schaefer for the '96 season.  Schaefer will promote the brand
    with distributors throughout the U.S. along with doing in-market
    promotions (WPVA)....The Canadian Figure Skating Association has
    named the Bank of Montreal as title sponsor for the Canadian
    Figure Skating Championships in a multi-year deal
    (CFSA)....Charles Barkley will wear No. 4 with the Rockets and
    his new brand of shoe is the Nike CB4.  According to Barkley,
    they will come in black and white and cost $140 (HOUSTON
    CHRONICLE, 10/8)....According to A.C. Nielsen Marketing Research,
    Quaker Oats' Snapple tea sales fell 14%, and Snapple juice sales
    fell 15% during the summer selling months (AP/WALL STREET
    JOURNAL, 10/8).

    Print | Tags: Anheuser Busch, Cablevision, Colorado Avalanche, Houston Rockets, New York Knicks, NHL, Nike, PepsiCo

         MLB's National Retail Marketing Department announced a
    retail marketing campaign focusing on the post-season.  The
    "Bring It On Home" campaign is "aimed toward generating public
    awareness through a cohesive and consistent national marketing
    effort."  National ads began running in USA Today and Baseball
    Weekly October 2, and will continue through the post-season.  In
    addition, retailers carrying MLB licensed merchandise were sent
    campaign packs containing information on their participation.  A
    weekly newsletter will also go to retail buyers highlighting
    current sales standings, information for post-season markets, and
    information on participation in the campaign.  Retailers are
    eligible for a contest on the most effective merchandising
    display using MLB merchandise and the "Bring it on Home" POP
    materials. Other components of the campaign include a partnership
    between Starter and MLB with a national and local ad campaign in
    championship cities, and a partnership between New Era Cap
    Company and MLB for an ad campaign (MLB).

    Print | Tags: MLB

         True Value Hardware will combine each of its three competing
    "Man of the Year" sports league properties into "one integrated
    marketing effort" in December, according to Jeff Jensen of
    ADVERTISING AGE.  This comes "despite much reluctance" among the
    rivals.  True Value will sponsor a special section in a December
    Sports Illustrated issue that profiles "Man of the Year" winners
    from MLB, NASCAR and the NFL.  The effort "culminates" phase one
    of True Value's "long-intended strategy" to own the "Man of the
    Year" property in sports.  The "next phase" is a youth marketing
    push which requires "associations with younger-skewing
    properties."  True Value is in talks with the NBA, the NHL and
    "has its eye on" MLS (ADVERTISING AGE, 10/7 issue).

    Print | Tags: MLB, MLS, NASCAR, NBA, NFL, NHL, Sports Illustrated

         Defense contractors can no longer finance the Army Ten-Mile
    run, nor will a "powerful defense lobbying group" be allowed to
    share in the race's profits, according to Steve Nearman of the
    WASHINGTON TIMES.  The changes come as part of "sweeping"
    modifications in the Army's management and organization of the
    nation's largest 10-mile road race.  The changes were announced
    last week as a result of an investigation brought on by
    allegations that the race violated Army and Department of Defense
    policies and also risked losing its USA Track & Field sanction
    and insurance because of safety concerns on the course.  A panel
    led by Secretary of the Army Togo West, Jr. said the defense
    lobbying arm, the Association of the United States Army, which
    sponsored the race through contributions of defense contractors,
    did so "in accordance with government laws and regulations."  But
    to prevent "any misperceptions" that "defense contractors may
    influence funding decisions by their support to the Army Ten-
    Miler, all future commercial sponsorship will be limited to
    consumer product companies and private organizations."  Changes
    will not effect this year's race on Sunday (WASHINGTON TIMES,

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