SBD/30/Sponsorships Advertising Marketing

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  • MARKETPLACE ROUND-UP: HUSH, HUSH, KERRI INKS NEW DEAL

              Kerri Strug has signed as spokesperson for the ACE
         Brand of Elastic Health Supports, bandages and braces.  She
         will be featured in ACE Brand advertising and promotional
         programs, and will represent the company at events across
         the U.S. (ACE)....Champion Products and Creadis/HA-LO inked
         a joint deal which gives HA-LO exclusive rights to sell
         branded Champion apparel to the corporate promotional market
         in Canada (Champion)....Steiner Sports Memorabilia has
         signed a deal with the NHL for all autographed and
         unautographed collectibles (Steiner Sports)....PepsiCo
         announced that it has signed a deal with the England and
         Wales Cricket Board to become a global partner of the ICC
         Cricket World Cup.  Pepsi will become a main sponsor of the
         event, held in England in May and June '99, and receive use
         of the Cricket World Cup name and registered trademark in
         brand advertising and promotions, field board signage and
         presence and pouring rights at all stadiums (Pepsi).
              GENERAL: AD AGE's Bradley Johnson reports that Sara Lee
         "complains" that Ball Park Draft, a micro brew sold at
         Jacobs Field, "steps on its trademark for Ball Park Franks"
         (AD AGE, 9/29 issue)....Wilson Sporting Goods Co. announced
         that a NJ Federal Judge has ruled in a patent infringement
         case that 21 of Prince's performance tennis racquets
         infringed Wilson's Hammer patents (Wilson).
    
    

    Print | Tags: NHL, PepsiCo, Sara Lee, Wilson Sporting Goods
  • MLB NEWS & NOTES: INDIANS FORCED TO DRINK IT UP

              The Indians drank a product made by PepsiCo's AllSport
         this season and displayed their jugs in the dugouts at
         Jacobs Field, according to Sheldon Ocker of the AKRON BEACON
         JOURNAL.  But since Gatorade is an official MLB postseason
         sponsor, its logo will be seen in "every dugout" during
         postseason play.  Ocker adds that Gatorade will also provide
         each team with cups and towels (AKRON BEACON JOURNAL, 9/30).
              CHAN HO! The marketing of Dodgers P Chan Ho Park was
         examined by Jay Greene of the ORANGE COUNTY REGISTER.  Park
         "solidified his status as South Korea's greatest endorser
         last month" when he signed the country's "most lucrative
         marketing deal ever" with Tri Gem Computer Inc.'s Sambo
         computers for $895,000.  Park will earn $2.9M in
         endorsements this year -- "more than 10 times his salary."  
         Greene adds that Park "is so big in South Korea" that Nike
         will use him to market its new Air Franchise shoe, which
         Park debuted on the mound Sunday, and which are marketed by
         other athletes in the U.S. (ORANGE COUNTY REGISTER, 9/28).
              MLB NOTES: Yankees CF Bernie Williams will be the
         spokesperson for MLB International's Pitch, Hit and Run
         Program when it begins in Puerto Rico on November 1 (MLBI).
         ...MLBP and the MLBPA have teamed up with GA-based The Bibb
         Co. for a lineup of bedding coordinates featuring 30 MLB
         All-Stars.  Bibb will also introduce "Grand Slam," a new
         120-count montage of all MLB logos in addition to their line
         of individual team sheets and comforters (MLB).
    
    

    Print | Tags: Cleveland Indians, Dallas Stars, Los Angeles Dodgers, MLB, New York Yankees, News Corp./Fox, Nike, PepsiCo, Southwest Sports Group, YankeeNets
  • NHL HITS THE ICE WITH OVER $200M IN MARKETING/MEDIA SPENDING

              The NHL is preparing an ad campaign that promotes its
         tie to the '98 Winter Olympics, while league sponsors "gear
         up to spend" $200M in NHL-themed marketing and media
         programs, according to Jeff Jensen of AD AGE.  NHLE VP/
         Corporate Marketing Ed Horne said that overall sponsorship
         support is up 30% over last season.  NHL sponsors Anheuser-
         Busch; IBM; Nike; Norelco; Quaker State; Wendy's and Coca-
         Cola's Coke, PowerAde and Surge brands will begin "touting
         the new season" in a USA TODAY special section October 3. 
         Jensen notes a TV campaign "is also expected to air by mid-
         October," with a second-wave breaking "closer" to the NHL's
         All-Star Game in January.  The league has signed Russell
         Athletic and Sears, Roebuck & Co. to distribute 18 million
         All-Star Game ballots.  For the NHL's opening weekend in
         Japan, Coca-Cola, IBM and Nike are sponsors and ESPN and
         ESPN2 will broadcast the games (AD AGE, 9/29 issue). 
              COOL STUFF: Jensen adds that the NHL will launch "NHL
         Cool Shots," a weekly, half-hour sports lifestyle show,
         "akin to NBC's 'NBA Inside Stuff,' aimed at the 12-24
         demographic" (AD AGE, 9/29).  "NHL Cool Shots" debuts today
         on Fox Sports Net and RSNs in the U.S. and will be seen on
         TSN in Canada during the first week of the season.  The NHL
         Productions show will be presented by PowerAde (NHL).
    
    

    Print | Tags: Anheuser Busch, Coca-Cola, ESPN, IBM, NBA, NBC, News Corp./Fox, NHL, Nike, Sears, Walt Disney, Wendys
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