SBD/19/Sponsorships Advertising Marketing

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  • BRANDWEEK NEWS & NOTES: TWO MORE MILLION-DOLLAR SHOT PROMOS

              MasterCard and PepsiCo will each sponsor a million-
         dollar shot promo, according to Terry Lefton of BRANDWEEK. 
         MasterCard's million-dollar shot will take place during Game
         Four of the Stanley Cup Finals June 10, on Fox.  The promo
         includes a Fox TV buy and "replaces" MasterCard's
         sponsorship of a Stanley Cup luncheon as its "major" Stanley
         Cup promo.  PepsiCo's million-dollar shot will take place at
         halftime of a September MLS game, but its promo will take
         place in all ten MLS markets (BRANDWEEK, 3/17).   
              TAP THE HEISMAN: Coors will run a promo tied to the
         Heisman Trophy, which it will leverage with a Labor Day
         sweepstakes, "and possible football-themed packaging on its
         core brand."  There may also be football-shaped bottles, "a
         la Coors bat-shaped bottles" due out later this year,
         "although one Coors wholesaler said that concept had been
         floated and then discarded" (BRANDWEEK 3/17 issue).
              NOTES: Burger King and the NHLPA will team for a
         collector's puck promo over the next month at restaurants in
         Denver, Pittsburgh and Detroit.  Fotoball USA, San Diego,
         handles....Conde Nast reached a deal with the WNBA for 8-12
         page advetorials in the July issues of Glamour and Self
         magazines....Advantage Int'l will handle marketing for
         Roller Hockey Int'l.  Advantage's Harlan Stone called a
         national TV deal a "top" priority....The Beanstalk Group,
         NY, will handle retail and licensing rights for USTA and
         U.S. Open merchandise (BRANDWEEK, 3/17).
    
    

    Print | Tags: Burger King, MasterCard, MLS, News Corp./Fox, PepsiCo, USTA, WNBA
  • FEELING THIRSTY? REACH FOR A RAWLINGS SPORTS COLDIE!

              Del Mar, CA-based Source Int'l will market a new line
         of beverages with the name and logo of the Rawlings Sporting
         Goods Co., marking Rawlings' first entry into the $1B sports
         beverage market, according to AD AGE.  The line features
         "Rawlings Sports," a sports drink in five flavors to launch
         in May, and "Rawlings for Kids," a sports drink for children
         and teenagers, launching in two-weeks (AD AGE, 3/18).
    
    

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  • MARKETPLACE ROUND-UP

              Three endorsement contracts for U.S. soccer players
         have been negotiated and completed by MD-based attorney
         Ellen Zavian.  Carla Overbeck has left adidas and is now
         with Fila.  Kristine Lilly has re-signed with adidas and
         Julie Foundy has re-signed with Reebok.  Each deal runs
         through the 2000 Olympics (THE DAILY)....The account of Vail
         Resorts Inc. has gone to Boston-based Kelley/Dexter
         Advertising, to handle its Breckenridge and Keystone ski
         resorts, with combined billings estimated at $7-10M (N.Y.
         TIMES, 3/19)....Rollerblade Inc. will donate in-line skates
         for use in New York City parks and a comparable amount of
         safety equipment for three years.  The program represents an
         investment of more than $1M by the company (N.Y. TIMES,
         3/19)....NEWDAY's Ivan Maisel notes the strict rules of
         corporate affiliation with the NCAA Tournament.  He notes
         that last week, when media members took drinks in Pepsi cups
         to their seats on press row, NCAA officials "appeared
         quickly with a tap on the shoulder" and an NCAA cup
         (NEWSDAY, 3/19)....ESPN's Bob Ley reported last night on
         "SportsCenter" that, "The sale of baseball logoed
         merchandise is up this year, and only baseball and the NFL,
         alone among the major sports, can make that claim currently"
         ("SportsCenter," ESPN, 3/18). 
              
    

    Print | Tags: ESPN, Fila USA, NCAA, NFL, PepsiCo, Reebok, Walt Disney, Washington Nationals
  • MICHAEL JORDAN VS. JERRY WEST? MILLER'S MAKING IT HAPPEN

              Miller Brewing Co. is "teaming" with the NBA to release
         its 50 Fantasy Matchups Handbook.  Miller's handbook pits
         the 50 greatest stars of today against the legends of
         yesteryear.  The handbook will be available in multi-packs
         of Miller Lite, Miller Genuine Draft and Miller Beer.  Bill
         Walton, Walt Frazier and Pat Riley are spokespeople for the
         promotion (Miller).  BRANDWEEK's Terry Lefton calls the
         promo "the final element of the league's 50th anniversary
         celebration."  It will include a sweeps offering an eight-
         day "fantasy road trip" to five NBA cities for five '97-98
         games as the grand prize (BRANDWEEK, 3/17).
    
    

    Print | Tags: NBA
  • PEACOCK FILLING UP AD ROSTER FOR SUPER BOWL XXXII

              PepsiCo and Pizza Hut purchased ad time on NBC's
         broadcast of Super Bowl XXXII, joining Anheuser-Busch on the
         ad roster, according to INSIDE MEDIA.   NBC declined to
         comment on the amount of ad inventory they have sold for
         Super Bowl XXXII.  Pizza Hut, returning to the game for its
         third consecutive year, plans to air two :30-second spots on
         the broadcast, in addition to a national pregame spot.  A
         spokesperson for PepsiCo declined to comment on the
         companies participation.  "Industry observers" expect NBC to
         charge about $1.3M per :30-second spot (INSIDE MEDIA, 3/14).
    
    

    Print | Tags: Anheuser Busch, NBC, PepsiCo
  • PEPSICO WAGES A COLA WAR IN SIGNING MLB DEAL

              PepsiCo and MLB announced a five-year marketing deal
         that will make Pepsi the official soft drink MLB and gives
         the company exclusive rights to use MLB trademarks,
         including post-season and All-Star Game logos.  The deal
         also gives Pepsi the use of MLB team marks in advertising,
         packaging, merchandising and promotions (PepsiCo).
              COLA WAR: In N.Y., Stefan Fatsis writes that PepsiCo
         also plans to run ads on Fox Sports national TV broadcasts
         beginning this year, and create new baseball-themed ads for
         '98.  MLB will collect "only about" $1M per year in rights
         fees from PepsiCo to be split among the teams.  Fatsis notes
         that with the deal, MLB "is playing both sides of the cola
         wars, and thus risking alienating Coke, one of its oldest
         and biggest sponsors."  Coca-Cola's local sponsorships of 24
         of 28 MLB teams include stadium pouring rights.  PepsiCo
         sponsors four teams and the two expansion teams which begin
         play in '98.  PepsiCo "will face the awkward problem" of
         being banned from distributing its All-Star ballots in
         ballparks, and instead will run the promo in conjunction
         with 7-Eleven stores.  MLB execs say they are planning to
         sign another sponsor for in-stadium ballots (WALL STREET
         JOURNAL, 3/19).  ESPN's Bob Ley added that Pepsi's deal
         includes a contest winner throwing out the first pitch
         before Game of the World Series ("SportsCenter," 3/18).
              COKE SAYS NO THANKS? The JOURNAL's Fatsis adds that
         Coca-Cola "rejected" the chance to "lock up" MLB's national
         sponsorship as recently as last weekend.  Sources "familiar
         with the transaction" said the reason was that Coca-Cola
         "maintains its consumer research shows baseball fans only
         care about the game on a local level and don't respond well
         to the All-Star Game promotion" (WALL STREET JOURNAL, 3/19).
         
    

    Print | Tags: Coca-Cola, ESPN, MLB, News Corp./Fox, PepsiCo, Walt Disney
  • SNEAKER SUPERSTORES STEPPING UP ON COMPETITORS

              Sneaker-retailing in superstores is examined by Joseph
         Pereira of the WALL STREET JOURNAL under the header, "New
         Sneaker Superstores Aim To Step On Their Competition." 
         Pereira notes, the $15B "sneaker-retailing business is
         coming late to single-category superstores, which have
         already swept through the toy, home-improvement and office-
         supply industries."  Edison, NJ-based Sneaker Stadium Inc.
         and Pelham, AL-based Just For Feet Inc., its major
         competitor, are on an "expansion binge, and discounting
         isn't part of their formulas."  The companies are counting
         on a "high-level of service and attractions," including
         tryout tracks, shoe-testing games and pinball machines to
         transform the stores into "shopping destinations."  Sneaker
         Stadium has 23 outlets, and it plans to spend $80M over the
         next two years to add 53 more, primarily on the East Coast. 
         Just For Feet "expects" to expand its chain from 45 to 64
         stores by January '98 (WALL STREET JOURNAL, 3/19).  
              TV TIME: Dallas-based Footaction USA will start selling
         ad time for its TV monitors currently in 430 of the chain's
         480 stores nationwide.  NY-based Griffin Bacal Promotions
         will help sell the :30-second spots, which will be blocked
         together in three two-minute segments, and inserted between
         three 20-minute segments of music videos (Footaction USA).
    
    

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  • SOME THINGS ARE FOR THE BEST? BRADLEY SNOOZES ON SNICKERS AD

              Mavs C Shawn Bradley claims he was the first choice to
         star in the Snickers ad featuring a fictional televised
         shopping network advertising the player's signature cologne,
         a spinoff of Michael Jordan cologne, according to J.A.
         Adande of the WASHINGTON POST.  The ad currently stars the
         Bullets' Gheorghe Muresan. Adande: "If the idea of Gheorghe
         Muresan cologne sounds unappealing, imagine taking  a whiff
         of Shawn Bradley cologne."  Bradley: "They called me and
         asked me to do it first.  I turned the TV on and saw
         Gheorghe doing it.  I was like, 'Good for you, Gheorghe.'" 
         Bradley: "I wasn't sure.  We just didn't say yes right away,
         and the next thing you know, he had it.  When you snooze,
         you lose" (WASHINGTON POST, 3/19).
    
    

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