Strike Ten Entertainment, the marketing and management
arm of the bowling industry, has signed a deal with
MasterCard for a co-branded affinity card, to be called the
Strike Ten Entertainment MasterCard. The card will feature
the Strike Ten logo, and can be ordered with an American
Bowling Congress (ABC) or Women's Int'l Bowling Congress
(WIBC) logo as well. Applications will be available at
participating bowling centers, with ABC and WIBC members
receiving applications via direct mail. The card will be
issued this summer by First USA (Strike Ten).
CYBERBOWL: AD AGE's Jeff Jensen reports that, in
addition to Strike Ten's recent deals with A-B and
MasterCard, IBM, "in talks to become a Strike Ten marketing
partner," has "committed" to create www.bowl.com. Strike
Ten-licensed merchandise and tickets to major bowling
tournaments will be sold through the site. Jensen adds that
"terms with MasterCard and IBM weren't disclosed; the deals
commit sponsors to back, with media and promotions, various
events and TV projects handled by Strike Ten." Strike Ten
CEO Steve Ryan said that a telecom deal "is being
negotiated," with other "targeted categories" including food
and soft drinks. Ryan also said that Strike Ten is in talks
with a NY-based agency "to help repackage" the Ladies Pro
Bowlers Tour (LPBT), and if "a formal relationship is
struck, the agency would assist in positioning, sponsorship
sales and TV negotiations" (AD AGE, 7/21).
TV DETAILS: Strike Ten has also negotiated a time buy
with ESPN to air the LPBT. Strike Ten's Ryan: "Bowling
produces attractive, solid demographics that represent a
broad cross section of the American population"
(Bloomburg/ST. LOUIS POST-DISPATCH, 7/20).