AmEx has inked a three-year sponsorship deal with the
WNBA estimated at $1.5M, according to Jeff Jensen of AD AGE.
The deal includes TV time during WNBA broadcasts on NBC,
ESPN and Lifetime, print ads in affiliated WNBA magazines
and in-stadium signage. But Jensen notes that the Discover
Card's endorsement of the WNBA's Sheryl Swoopes "threatens"
to "diminish the value of the pact." Discover has a TV spot
featuring Swoopes which is scheduled to run through next
year. Jensen adds that AmEx is "said to be bothered" by the
spot because of its "potential linkage with the WNBA." The
WNBA bans its players from appearing in ads for companies
that compete against WNBA sponsors during the WNBA season.
But Swoopes' management at Advantage Int'l said her deal
"predates her signing with the WNBA, invalidating the
restrictions." Advantage Senior VP/Athlete Marketing Tom
George said the WNBA "lacks the legal right to force"
Swoopes to drop her Discover deal. The WNBA and AmEx did
not comment. Jensen notes the WNBA is "reportedly closing
in" on deals with Coca-Cola and McDonald's (AD AGE, 5/26).
REEBOK'S PLAN-ET: Reebok "hopes to use" Rebecca Lobo as
the "focal point" of its new WNBA sponsorship, according to
Dan Wasserman of the Newark STAR-LEDGER. Reebok has shot a
new Lobo ad and plans to debut it when the WNBA season
starts in June. Wasserman: "In addition to Lobo and its own
apparel, Reebok hopes also to promote the WNBA - assuming it
can hammer out the substantial media sponsorship deal it has
been working on with the league the last few weeks." Reebok
VP/U.S. Marketing Jo Harwell: "We're getting close with the
WNBA and we expect to have a deal in place by the start of
the season, maybe even sooner" (Newark STAR-LEDGER, 5/27).
