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SBD/8/Sponsorships Advertising Marketing
TRUE VALUE LOOKS TO TIE TOGETHER "MAN OF THE YEAR" PROMO
Published October 8, 1996
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).