SBD/8/Sponsorships Advertising Marketing

TRUE VALUE LOOKS TO TIE TOGETHER "MAN OF THE YEAR" PROMO

     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).
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