Goodell: Concussion Screening Jump "Culture Change" CBS Still Finishing Up Super Bowl Ad Sales Atlanta United Sets Season-Ticket Prices NFL Adviser: League Progressing On Concussions Super Bowl Parties Light Up For Weekend MLS Eyeing St. Louis Site For Possible Expansion Team Royals Move Ring Ceremony To Second Game Head Injury Advocate Upset By NFL's Actions NFL Adopts Female "Rooney Rule" NHL.tv Relaunch Marred By Severe Glitches
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).