SBD/29/Sponsorships Advertising Marketing

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  • DREAM OF A SPALDING AD PUSH? DID NBA REJECT REEBOK REQUEST?

              Spalding Sports Worldwide is "boosting its TV ad
         spending as part of a brand-building campaign under new
         owner Kohlberg Kravis Roberts & Co.," according to Jeff
         Jensen of AD AGE.  TV spots from MA-based Winstanley
         Associates star Hakeem Olajuwon with the tag, "Spalding:
         Official ball of the NBA: What are you playing?"  The "boost
         in TV spending is part of a renewed sponsorship pact" with
         the NBA that runs through 2001.  Spalding is also a charter
         sponsor of the WNBA.  The company plans to spend "more than"
         $1M in the next month on TV ads during the NBA playoffs on
         NBC and Turner, and sports programming on CNN, ESPN and
         RSNs.  Print ads are also planned.  Spalding also plans to
         create TV ads to run during the WNBA's inaugural season on
         NBC, ESPN and Lifetime telecasts.  Joe Baltronis, Dir of
         Marketing for Spalding's sporting goods group: "KKR is very
         much into brand building. ... We felt we needed to move into
         TV advertising as we begin to emphasize and build the
         Spalding brand in basketball" (AD AGE, 4/28).
              NBA BLOCKS REEBOK? Reebok wanted to include NBA game
         footage in its new ads featuring Shaquille O'Neal riding in
         an SUV with MTV's Bill Bellamy.  But AD AGE's Bradley
         Johnson notes the NBA "didn't like the ads and refused to
         lend footage."  Reebok had to use imitation jerseys and
         films actors for the spot.  Neither the NBA nor Reebok had
         any comment for the report (AD AGE, 4/28).        
              DIALING FOR A DEFENSE: Bill Parcells will be a
         spokesperson for Sprint's personal communication services. 
         This "deal plays into the broad promo deal that Sprint has
         as the NFL's biggest sponsor" (AD AGE, 4/28).
    
    

    Print | Tags: ESPN, NBA, NBC, NFL, Reebok, Russell Athletic, Sprint, Time Warner, Walt Disney, WNBA
  • MARKETPLACE ROUND-UP

              The U.S. Supreme Court declined to consider a challenge
         to a city of Baltimore ordinance that bans billboards
         advertising cigarettes or beer.  The ruling "is likely to
         encourage other cities" to ban public ads for tobacco (L.A.
         TIMES, 4/29).  In the Baltimore ordinance, the Camden Yards
         area was exempt (USA TODAY, 4/29)....Coca-Cola unveiled 16
         new TV spots under its "Always Coca-Cola" campaign.  Of the
         16 spots, 15 come from Hollywood agency, Edge Creative and
         one from Leo Burnett (ATLANTA CONSTITUTION, 4/29)....Shell
         "has taken a lead sponsorship position" in the 240-acre
         World Golf Village being built in St. Augustine, FL.  Shell
         will receive signage throughout the complex and a client
         hospitality venue when the complex opens next year.
         ...Champion is "expected to ship" its first round of WNBA
         apparel to retail in June.  A TV ad with Lady Footlocker is
         under development (BRANDWEEK, 4/28)....U.S. soccer player
         Julie Foudy traveled to Pakistan to tour factory production
         before becoming a Reebok spokesperson.  Foudy: "I know
         there's still other social issues there to be dealt with,
         but as far as what Reebok was doing, I left feeling good
         about it" (TAMPA TRIBUNE, 4/26)....Investment manager
         Financorp Group International Corp. and an affiliate
         acquired 5.33% of common shares outstanding in The Sports
         Authority.  The NY-based group paid $30.825M for the 1.68
         million shares, an average of $18.37 a share (N.Y. POST,
         4/29)....Nike shares fell 2 3/4 to $53.37 1/2 yesterday
         after a Hambrecht & Quist analyst lowered fiscal '98 U.S.
         sales growth estimates to 4-5% from 10% and downgraded Nike
         to a hold from a buy (N.Y. DAILY NEWS, 4/28).
    
    

    Print | Tags: Coca-Cola, Nike, Reebok, WNBA
  • PINNACLE'S ANSWER TO KLEPTOMANIA AND SLOW SALES? CAN IT

              Pinnacle is packing its trading cards inside vacuum-
         packed cans in an effort to reduce retail theft and spur
         sales, according to Terry Lefton of BRANDWEEK.  A player's
         photo is printed directly on the can which sells for $2.99. 
         The initial shipments will hit stores in June and 5,000
         stores that "had stopped selling cards of any brand have
         planned orders for the can."  Lefton notes that Pinnacle is
         "using the opportunity to create a whole new brand: Inside
         Baseball."  Since each of the 24 different cans features a
         different MLB player, Pinnacle "is counting on the cans
         themselves to be collectible."  Pinnacle CEO Jerry Meyer:
         "We're hoping that by having an answer to the theft problem,
         which is real, but may be more perception than reality, this
         will get us back into some different retail accounts and
         promote impulse purchases by casual fans" (BRANDWEEK, 4/28).
              THE DEAL: Pinnacle's All-Star FanFest during MLB's All-
         Star game in Cleveland is profiled by Ed Meyer in the AKRON
         BEACON JOURNAL.  Meyer: "More than 150 of the nation's top
         baseball card vendors and exhibitors will be on hand, and
         anyone who attends will be able to buy, trade or sell cards
         and other collector's gems" (AKRON BEACON JOURNAL, 4/29).
    
    

    Print | Tags: Acushnet, MLB
  • WILSON GOLF DROPS DALY, SAYS MOVE FITS "NEW STRATEGY"

              Wilson Golf announced it will not continue its
         relationship with PGA Tour golfer John Daly.  In a statement
         released yesterday, Wilson Golf Dir of Marketing Jeff Harmet
         said, "Through all of his trials and tribulations, Wilson
         has always stood behind John.  This was by no means an easy
         decision.  But after reassessing our relationship, we have
         decided to bring our relationship to a close.  All of us at
         Wilson are pulling for John."   Wilson President Jim Baugh:
         "John has been a good ambassador for Wilson, but eight
         months ago we embarked on a new strategy for Wilson Golf and
         this move fits that strategy" (Wilson).  The decision to
         drop Daly comes one month after he was admitted to the Betty
         Ford Center for treatment of alcohol abuse, according to Ron
         Sirak of the AP.  Daly had signed a $10M endorsement deal
         with Wilson after he won the PGA Championship in 1991 which
         reportedly earned him between $1-3M a year, "depending on
         incentive clauses."  Daly first entered an alcohol
         rehabilitation program in '93 before checking into the Betty
         Ford Center last month.  Daly's agent, John Mascatello, was
         not available for comment (AP/DETROIT NEWS, 4/29).
    
    

    Print | Tags: PGA Tour, Wilson Sporting Goods
  • WILSON LOOKING TO RIDE MJ'S COATTAILS FOR B-BALL SALES

              Wilson Sporting Goods is hoping its basketball business
         gets a boost from Michael Jordan's playoff performance,
         according to George Lazarus of the CHICAGO TRIBUNE.  Chris
         Considine, VP/GM Wilson Team Division, noting Jordan's 55-
         point performance on Sunday: "With that performance, our
         Jordan basketball business ought to get a big lift."  In
         Wilson's relationship with Jordan, the basketballs are the
         "core business" and Wilson is introducing new models of the
         Jordan ball, bringing its total to ten.  General Mills ran a
         FSI newspaper insert on Sunday in the Chicago market as part
         of a Wilson Jordan basketball giveaway.  The 20 Jordan
         autographed balls will be given away in certificates
         enclosed in specially marked Wheaties boxes with Jordan on
         the front.  Odds of winning are 237,500 to 1.  Another
         Jordan ball will be available to those mailing in a Wheaties
         proof-of-purchase (CHICAGO TRIBUNE, 4/29).  
    
    

    Print | Tags: Wheaties, Wilson Sporting Goods
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