To "save the money-losing" Goodwill Games "from
extinction," Turner Broadcasting System "has seized control
of the sports extravaganza -- handling everything from
selling tickets, to managing volunteers," according to
Frederick Gabriel in CRAIN'S N.Y. BUSINESS. Previously, TBS
had financed the Games but allowed the host city to run the
show. Goodwill Games President Michael Plant: "It's better
to control your own destiny" (CRAIN'S N.Y. BUSINESS, 7/14).
BIG BROTHER CHIPS IN: Time Warner's role in promoting
the TBS-sponsored Goodwill Games is examined by Michael
Burgi of MEDIAWEEK. Burgi: "For the first time in their
unprofitable 20-year history, the Goodwill Games will have
the backing of a major media partner to attract TV
advertising, viewers and attendance." Goodwill Games'
Plant: "By game time (July 1998), over 25 divisions of Time
Warner will be involved in one way or another." Plant added
that Time Warner's support and promotion will come from
print, TV, entertainment, merchandising, licensing and other
areas. Next spring, Warner Music Group artists will
headline concerts tied into the Goodwill Games, and Time
Inc.'s SI will act as the "print anchor" for the 15-sport
event. An SI rep "said that while the magazine has no plans
yet for dedicated editorial coverage, it will participate in
the advertising sales effort and run some advetorials
leading up to the Games" (MEDIAWEEK, 7/14).
SKEPTICS REMAIN: Burgi adds that the total cost of
producing the two-week event is expected to be about $140M,
of which $85M will be Turner's "actual cash outlay." TBS
will spend more than $40M in promos -- $14M on print, $3M on
outdoor and up to $28M on TV. But Burgi adds that "every
Goodwill Games has failed to meet" TV audience guarantees,
"resulting in extensive makegoods to advertisers." Some
sports media buyers "are skeptical ... considering the
bullish ratings guarantees TBS is said to be offering." One
buyer said that TBS is guaranteeing a 3 rating for its live
coverage. But "ad sales are already moving" and Jerry
Canning, Dir of Sports Sponsorships at TBS Sales, says that
advertisers in the office products, domestic auto, film/film
processing, timing and consumer electronic categories have
been lined up (MEDIAWEEK, 7/14 issue).
NOTES: In N.Y., Neal Travis reported that the Games has
hired Olympic artist Michael Delacroix to design the posters
in promoting the summer event (N.Y. POST, 7/14).
