SBD/17/Sponsorships Advertising Marketing

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  • GOLF NEWS AND NOTES: TIGER GAINS NIKE SERIOUS EXPOSURE

              Joyce Julius and Associates has estimated that during
         Tiger Woods' play at The Masters, Nike's logo was "visible
         onscreen during CBS' Sunday coverage for 16 minutes and 31
         seconds," according to Michael Hiestand of USA TODAY.  It
         also was seen for about another 18 seconds on Earl Woods. 
         Hiestand: "Based on an estimate of the cost of CBS' paid TV
         ads, that loosely translates to $1,685,000 in on-air Nike
         exposure" (USA TODAY, 4/17).  In S.F., Tim Keown writes on
         Woods under the header, "Tiger Woods Won't Fight For A
         Cause."  Keown notes the day after his Masters win, Woods
         opened two new All-Star Cafes: "Welcome to sports in the
         1990s.  Check your social conscious at the door. ... If
         Woods suddenly starts speaking out against the racism
         inherent in country clubs and board rooms, if he starts
         demanding that the places he play not exclude minorities,
         how long do you think Titleist will keep him on the
         payroll?" (S.F. CHRONICLE, 4/17).
              TEE BOX: Callaway Golf reported net sales of $169.1M
         for the first quarter ended March 31, an increase of 25%
         over net sales from the same period last year.  Net income
         increased 26% to $24.5M (Callaway Golf).  CNBC noted that
         Callaway shares gained 21% to $.34/share in the first
         quarter, $.01 above estimates and $.04 higher than a year
         ago ("Market Wrap," CNBC, 4/16)....Wilson Sporting Goods CEO
         Jim Baugh's efforts in "reviving Wilson's ailing golf
         division" are examined by Janet Kidd Stewart in the CHICAGO
         SUN-TIMES.  In recent months, Wilson "has cut its Chicago
         staff by 64 people (19 percent), introduced new products and
         been the subject of industry speculation about a potential
         spinoff from its Finnish parent company, Amer Group."  Baugh
         is "charging ahead," adding, "I'm hoping for two to three
         percentage points [market share] in each category, minimum. 
         I know the brand will support much more with the right
         products."  Kidd Stewart notes there are no plans for Wilson
         endorser John Daly until "his health improves" after alcohol
         rehabilitation (CHICAGO SUN-TIMES, 4/17).
    
    

    Print | Tags: Callaway Golf, CBS, Acushnet, Nike, Viacom, Wilson Sporting Goods
  • MARKETPLACE ROUND-UP

              Taco Bell spokesperson Amy Sherwood said that there are
         "no plans to alter or cancel" their current ad campaign,
         starring Shaquille O'Neal, despite complaints that the ads
         are "insensitive."  In the ads, O'Neal repeatedly tilts his
         neck from the result of eating too many tacos.  The National
         Spasmodic Torticollis Association, which represents
         sufferers of the neurological disorder, spasmodic
         torticollis, says the ads "make light" of the disorder and
         want a toll-free number to get information on the disease
         included in the ad (USA TODAY, 4/17)....Boston-based Woolf
         Associates and Citizens Bank introduced a promotional
         partnership program with the Red Sox' Tim Naehring, his
         "Athletes Reaching Out Foundation" (ARO) and Citizens Bank
         that will run into the year 2000.  Naehring will become the
         official spokesperson for the bank, and be featured in ads,
         promos and PR programs (Woolf Assoc.)....Scott Sports Group,
         the company that brought CO-based Schwinn Cycling & Fitness
         out of bankruptcy four years ago, is putting the bicycle
         maker up for sale.  Schwinn VP/Marketing Greg Bagni: "We're
         in a very competitive business, so we're going to be very
         selective about who we talk to" (ROCKY MOUNTAIN NEWS,
         4/16)....Wilson Sporting Goods has become the Official Game
         Ball sponsor of the WPVA (Wilson Sporting Goods).
    
    

    Print | Tags: Boston Red Sox, Wilson Sporting Goods
  • NEW WOMEN'S PRO SOCCER LEAGUE PREPARES FOR KICK-OFF

              The National Soccer Alliance (NSA) announced that NY-
         based New Century Sports, a sports strategy, marketing, and
         athlete rep firm will coordinate overall league development
         for the new women's soccer league set to debut in '98.  The
         sales and marketing consulting firm of NY-based Fusion --
         The Sports Company will sell corporate sponsorships for the
         new league.  NY-based SME Design will be handle the league's
         identity and the NSA hopes to unveil a league logo within
         the next several weeks.  NY-based Dewey Ballantine will
         handle all aspects of the NSA's legal affairs (NSA).
      
    

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  • SOMETIMES YOU FEEL LIKE A WING NUT, SOMETIMES YOU DON'T

              Red Wing fans David and Marc Kellman, of Oakland
         County, MI, are the designers of the "Wing Nut," a hat
         shaped like an actual wing nut, according to Tom Greenwood
         of the DETROIT NEWS.  "Wing Nut" is a takeoff of the
         "Cheesehead" made famous by Packers fans.  The Kellmans have
         contracted MI-based Industrial Foam to manufacture the hat
         in time for the playoffs and they have a patent for "Wing
         Nut," which is now being sold at JCPenney, Sears, Champs and
         Jumbo Sports.  David Kellman: "We've manufactured about
         3,500 of the hats, and have sold at least 1,000 of them from
         anywhere from $19 to $25."  The hats say "right wing" on one
         side and "left wing" on the other, corresponding to the
         positions in hockey.  They are available by calling toll
         free at 1-888-A-Wingnut (DETROIT NEWS, 4/17).
              
    

    Print | Tags: Foot Locker/Venator Group, Green Bay Packers, Sears
  • SUBWAY LOCKS HORNS WITH PATRONS THROUGH BULLS PROMO

              Chicago-area Subway restaurant operators will kick-off
         a promotion linked to the Bulls beginning May 1, according
         to George Lazarus of the CHICAGO TRIBUNE.  Chicago-based Hal
         Riney & Partners Heartland created the promo for 382
         participating area Subway stores, which includes red Bulls'
         helmets with seven-inch horns available at Subway stores for
         $3.99.  Subway proprietors are "hoping that customers will
         buy a 'fresh value meal' being promoted with the helmets." 
         The plastic helmets will also be distributed free during one
         of the Bulls' playoff games in May, to the first 15,000 fans
         entering United Center.  Lazarus: "These helmets -- 400,000
         have already been ordered -- may well remind fans of the
         'cheeseheads' worn by Green Bay Packers and University of
         Wisconsin worshipers."  Promos during the campaign feature
         the tagline, "Wear The Horns" (CHICAGO TRIBUNE, 4/16).
    
    

    Print | Tags: Chicago Bulls, Green Bay Packers
  • VALVOLINE'S PLANS FOR INDY; DID WALLACE MAKE SMC STOCK DROP?

              KY-based Valvoline will maintain a "major presence" at
         the Indianapolis 500 on May 25, but the "longtime sponsor
         will not have a red, white and blue car in the starting
         lineup," according to Robin Miller of the INDIANAPOLIS STAR-
         NEWS.  Valvoline Marketing Dir Mark Coughlin: "With all the
         engine problems, it's hard to pick a horse in this race and
         there is really no handicapping them.  I couldn't make a
         recommendation of any team that would have a reasonable
         chance of finishing -- let alone winning."  Valvoline is in
         the final year of its "seven-figure deal" with ABC, and will
         receive 34 TV spots, including 16 during Sunday's race. 
         Valvoline will additionally spend "six figures" at Indy on
         contingency prizes and also supply the "majority" of the
         teams with automotive lubricants (STAR-NEWS, 4/15). 
              AROUND THE TRACK: NASCAR driver Rusty Wallace is
         apologizing for his role "in triggering the dip" in shares
         of Speedway Motorsports after he called for a "total
         reconstruction" of the Texas Motor Speedway during the
         Interstate Batteries 500, according to Liz Clarke of the
         DALLAS MORNING NEWS.  Wallace: "I heard the stock took a
         $10-million plunge over my verbiage of saying it needed a
         major reconstruction, which is not the right thing to say." 
         According to calculations by Breck Wheeler, a stock analyst
         at J.C. Bradford & Co., the value of outstanding shares in
         Speedway Motorsports "actually dropped" $26.3M after the
         race.  Wheeler said it was "unfair to pin the drop on
         Wallace," but added, "I certainly fielded some calls
         relative to people concerned about the track because they
         had read in the sports pages that drivers didn't like it"
         (DALLAS MORNING NEWS, 4/16)....Food Lion, the official
         supermarket of NASCAR, is sponsoring a festival for race
         fans in nine cities on the '97 Winston Cup series.  The Food
         Lion SuperFan Race Festival debuts this month featuring an
         interactive, mini-race festival with race simulators, show
         cars and race-themed exhibits and displays (Food Lion).
    
    

    Print | Tags: ABC, NASCAR, R J Reynolds, Speedway Motorsports Inc., Walt Disney
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