SBD/15/Sponsorships Advertising Marketing

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  • BABY, WON'T YOU LET ME TAKE YOU ON A SEA CRUISE?

              Royal Caribbean Cruise Lines (RCCL) is "close" to
         signing a $5M contract to sponsor NBC's Super Bowl XXXII
         halftime show on January 25 in San Diego, according to Terry
         Lefton of BRANDWEEK.  RCCL President Jack Williams said that
         the deal "was not yet inked but that he expected to complete
         it within several weeks."  Williams added that RCCL's recent
         acquisition of Celebrity Classic Cruise Lines gave it a
         "broad enough sales base" to "justify the expenditure." 
         RCCL also sponsors the PGA and Senior PGA Tours.  McKinney &
         Silver, Raleigh, handles RCCL advertising (BRANDWEEK, 9/15).
              DETAILS: As part of the deal, RCCL will get two 30-
         second spots worth $1.3M -- one in the first quarter and one
         after the Halftime Show; two 5-second sponsor billboards
         before and after the Halftime Show; and five 10-second
         "teaser" spots, two during the first half of the Super Bowl,
         two during NBC's AFC Championship game and one during an
         undetermined playoff game.  RCCL also gets title sponsorship
         of NBC's "Behind the Scenes at the Super Bowl" show, two in-
         stadium video screen spots, scoreboard mentions, inclusion
         in "the usual seat giveaways with other NFL sponsors," a
         one-page ad in the Super Bowl program, 100 Super Bowl
         tickets, and additional hospitality (BRANDWEEK, 9/15).
    
    

    Print | Tags: NBC, NFL, PGA Tour
  • BRANDWEEK NFL NOTES: SIGNED BY ADIDAS, AIKMAN WEARING NIKE

              Despite having a "six-figure" shoe contract with
         adidas, Cowboys QB Troy Aikman has worn Nike shoes for the
         first two games of the season, according to Terry Lefton of
         BRANDWEEK.  While "there has been some buzz" that Aikman is
         "unhappy" with adidas, an NFL source said that the "real
         reason" is that Aikman doesn't like to wear shoes that are
         taped up, and as part of Nike and Reebok's Pro Line deal
         with the NFL, any shoes worn by players that are not Nike or
         Reebok must have their logos taped over (BRANDWEEK, 9/15). 
              PARTY MAN: Sony "has replaced" Sega as sponsor of the
         "three-day long NFL players meet-and-greet bash" held during
         Super Bowl week.  Sony "hopes to leverage" the "six-figure"
         sponsorship of "The Playstation NFL Players Party" with a
         sweepstakes offer and retail appearances by NFL players
         during the holiday sales period (BRANDWEEK, 9/15 issue).
    
    

    Print | Tags: Dallas Cowboys, NFL, Nike, Reebok, Washington Nationals
  • HIS AIRNESS GETS UP CLOSE AND PERSONAL IN NEWSWEEK

              Michael Jordan is interviewed by Allison Samuels in the
         current NEWSWEEK to discuss the launch of his new Nike brand
         last week, among other topics.  Jordan, on his relationship
         with Nike: "It's not rare for my Nike (design team) to come
         out to my house and just kick it with me for a while. ...
         [J]ust to get a better definition of who I am, so they can
         transfer that to the product."  While Jordan said the high
         cost of Air Jordan shoes "bothered me," he added that
         consumers can now chose from "a variety of Jordan shoes at
         different prices" with the new Jordan line.  Starting this
         year, Jordan will also donate a percentage of Air Jordan
         revenues to youth charities.  Regarding the rising salary
         demands by young NBA players, Jordan said, "I am always pro-
         player when it comes to money."  On Kevin Garnett asking for
         $22M a year, Jordan said: "I think they're paying him for
         his potential.  If he lives up to it, great.  If he doesn't,
         well, I still support him, because they wouldn't give it to
         him if they couldn't (afford) it" (NEWSWEEK, 9/22 issue).
         MJ's Nike brand is No. 13 on ENTERTAINMENT WEEKLY's "Hot
         Sheet" for the week: "Nike is producing his line of
         clothing.  But would you buy a tie with a pump?" (EW, 9/19).
         
    

    Print | Tags: NBA, Nike
  • MARKETPLACE ROUND-UP

              AGENCY NEWS: CT-based Phoenix Home Life Mutual
         Insurance Co. has retained Cronin & Co., Hartford, to
         develop and execute a regional publicity campaign to promote
         the Phoenix/ATP Tour World Doubles Championships (Cronin &
         Co.)....AD AGE reports that the NY-based Nat'l Thoroughbred
         Racing Association will hear presentations from BBDO South,
         Atlanta; D'Arcy Masius Benton & Bowles, L.A.; Merkley Newman
         Harty, N.Y.; and the Richards Group, Dallas, for a $15M
         awareness campaign....In other agency news, FootLocker has
         "contacted" agencies about its $25M account "and is setting
         up meetings."  The retailer was to split the business, "but
         has now decided" to name one firm (AD AGE, 9/15).
              SPONSORSHIPS: The A-10 and Asics Tiger have signed a
         one-year deal for Asics Tiger to be title sponsor of the A-
         10's men's and women's cross country championships (A-
         10)....Franklin Sports has signed a two-year deal as a
         Silver-Level Official Sponsor and Supplier for USA Hockey's
         grassroots, national and int'l programs (USA Hockey).
              MERCHANDISE: Foxboro Stadium's Pro Shop sold 400 "Can
         the Tuna" t-shirts at $14.95 during the first ten days they
         were available (N.Y. DAILY NEWS, 9/14)....ABL Reign GM Jim
         Weyermann, on the team's merchandise partnership with the
         Sonics' Full House Sports and Entertainment: "This gives us
         an instant statewide distribution network.  Last year, we
         didn't even have the capital to invest in the inventory to
         put on the shelves" (SEATTLE POST-INTELLIGENCER, 9/12).
    
    

    Print | Tags: ATP, BBDO
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