SBD/24/Sponsorships Advertising Marketing

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  • BALLOONIST ULIASSI WILL BE FULL OF SUPPLEMENTS, NOT HOT AIR

              CT-based sports nutritional supplement provider
         AmeriFIT will help sponsor balloonist Kevin Uliassi in his
         attempt to circle the globe this winter.  Uliassi is
         competing against four other teams of balloonists racing to
         become the first to circumnavigate the globe non-stop. 
         Uliassi, who is expected to travel 20,000 miles at altitudes
         up to 35,000 feet over 7-14 days, will be using specially
         chosen AmeriFIT products, including Newt Power, Newt Ade,
         the Target Nutrition Systems Energy and Recovery Complex,
         and AmeriFIT's Vitamin E-400 (AmeriFIT).
    
    

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  • CAPS PUTS ITS EFFORTS TOWARD ENDING COUNTERFEIT MERCHANDISE

              Counterfeit merchandise within the sports industry is
         examined by Roger Thurow of the WALL STREET JOURNAL.   The
         Coalition to Advance the Protection of Sports Logos (CAPS),
         was formed in '92 as a joint effort between Collegiate
         Licensing Co. and its schools, the NFL, NBA, MLB and NHL and
         apparel maker Starter.  In using a network of investigators
         across the U.S. who "prowl flea markets, investigate
         suspicious shipments at customs ports and scour parking lots
         before big games," CAPS raids have seized $70M worth of
         counterfeit product and production equipment since the
         organization's inception.  But counterfeiting "is so
         endemic," that CAPS and others are "far behind in the
         score," as "about" $1B worth of counterfeit sports products
         hit the market each year (WALL STREET JOURNAL, 10/24).
              BULL-MARKET: In Chicago, Fred Mitchell writes "perhaps
         the NBA should expand its surveillance of non-licensed
         merchandise overseas."  Former Chicago Tribune columnist
         Dorothy Collin, who recently returned from a month in the
         Baltics and Russia: "I was gone 30 days and 28 of those days
         I saw someone wearing a Bulls cap or jacket.  They were not
         Americans.  And they were not licensed NBA clothing.  I was
         told by our guide that the kids in Russia like the red bull
         on the cap" (Fred Mitchell, CHICAGO TRIBUNE, 10/24).
    
    

    Print | Tags: Chicago Bulls, MLB, NBA, NFL, NHL
  • JORDAN SPREADS HIS WINGTIPS, BEFORE TOUCHING THE SKY

              The first TV spot for Michael Jordan's Jumpman athletic
         apparel/footwear brand, titled "CEO Jordan," will break on
         ABC's "Monday Night Football," according to the AP.  The
         spot, from Wieden & Kennedy, shows Jordan "rushing from a
         Bulls-Knicks game at halftime, shedding" his No. 23 jersey
         to switch to a business suit while he enters a building that
         is home to "23 Jordan Incorporated."  On the way, Jordan
         crosses a drawbridge by using "his famed, spread-legged,
         slam-dunk leap -- the trademark" for his new brand.  Jordan
         is greeted in the building by a work force that questions
         him on the merchandise, including Jordan endorser Vin Baker,
         before going into his office and inspecting a "mountain of
         shoes."  He begins to inspect each pair, then slips an
         "Inspected by 23" label in the box.  He returns to the game
         wearing his wingtip shoes and the ad ends with a newspaper
         headline: "Jordan scores 43 in wingtips!" (AP, 10/23).
    
    

    Print | Tags: ABC, Cablevision, Chicago Bulls, New York Knicks, Walt Disney, Wieden Kennedy
  • MARKETPLACE ROUND-UP

              SUPER BOWL: CT-based Millsport will handle Royal
         Caribbean Int'l and Celebrity Cruises' Super Bowl XXXII
         sponsorship.  Millsport will work with other agencies,
         including McKinney & Silver Advertising and CKS Promotions,
         on the cruise line's title sponsorship of the '98 Super Bowl
         halftime show (Millsport)....CA-based Sun Microsystems will
         make its Super Bowl debut in January as part of a new,
         "nearly" $30M brand campaign.  The company has also bought
         time during the NBA Playoffs (AD AGE, 10/24).
              AHL: The AHL has renewed its marketing deal with CCM
         through the '97-98 season.  CCM will serve as title sponsor
         of the CCM AHL Graduate Of The Month & Scholarship Program. 
         The AHL has also extended its partnership with Air Nova/Air
         Canada as the official airline of the AHL in Canada (AHL).
              GENERAL: The NFL QB Club selected Toys R' Us VP John
         Sullivan to appear in its first print ad campaign.  The ad
         is timed to break in the "Super Show" editions of sporting
         goods, toy and retail trade publications this February
         (NFL)....As part of its F.I.R.S.T. SERVE program, the Corel
         WTA Tour will donate $100,000 worth of Corel software to
         five schools in each borough of NYC (Corel WTA Tour).
    
    

    Print | Tags: AHL, NBA, NFL, Sun Microsystems
  • SPORTING GOODS BUSINESS NEWS & NOTES: PUMA POUNCES BACK

              The trade "will soon be reintroduced to a new Puma"
         which has been "undergoing a brand rebuilding of sorts over
         the past six months under the direction of new management,"
         according to Mark Tedeschi of SPORTING GOODS BUSINESS. 
         Puma's new team, headed by former Diadora President Jim
         Gorman, "has expanded Puma's running, basketball and cross-
         training segments and will reintroduce the brand to
         retailers at a special retailer conference" later this
         month.  Puma Dir of Sales & Marketing Jay Piccola said that
         "by leveraging its soccer heritage, offering strong product
         in all areas and focusing on the nuts and bolts of the
         business, Puma has the ability to make it back to a
         leadership position as one of three true sports brands in
         the world."  Piccola added that Puma's goal is "to rely on"
         its "heritage, or classic styles" less, as "basketball,
         running and cross-training increase" (SGB, 10/14 issue).
              SEARS STOCKED: SGB's Andy Bernstein reports that Sears
         "won't be playing second fiddle" to JCPenney in the licensed
         apparel department "anymore."  Sears has "stepped up its
         promotion and floor space for licensed products
         substantially," reporting "strong gains" in MLB and NFL
         sales.  Sears Senior Licensed Buyer Danny Kim said the chain
         is "achieving double-digit increases in pretty much all
         league categories," with exceptions being the NBA and NCAA.
         But Kim said that Sears witnessed "tremendous" sales of WNBA
         merchandise in the eight league markets (SGB, 10/14 issue).
              NOTES: Tretorn will "hone its niche as a women's
         lifestyle brand," and will "expand into more seasonal and
         fashion items."  Tretorn CEO Bill Kirkendall said the brand
         "will concentrate on active lifestyle footwear for women in
         the 18 to 24 age range".....Nike's baseball batting glove
         business is "thriving," and has "quickly become the bread
         and butter of Nike's equipment division," according to SGB's
         Andy Bernstein.  Nike "has considered delving" into baseball
         fielders' gloves, but development costs could "be
         prohibitive at the outset" (SGB, 10/14 issue).    
    
    

    Print | Tags: MLB, NBA, NCAA, NFL, Nike, Puma, Sears, WNBA
  • STARTER'S GREAT DEFENDER TO COVER PATRIOTS ON MONDAY NIGHT

              As part of an NFLP initiative, Pro Line licensees will
         introduce new sideline headwear during marquee games this
         season.  This weekend, Starter will debut its new sideline
         cap, "The Defender," around Monday night's Packers-Patriots
         matchup.  During the game, all Patriots players will sport
         the new look on the sidelines, except four who have headwear
         deals with other Pro Line companies, including QB Drew
         Bledsoe (Nike/Sports Specialties); RB Keith Byars (Logo
         Athletic); WR Terry Glenn (Nike/Sports Specialties); and RB
         Dave Meggett (Reebok).  Packers TE Mark Chmura and RB Dorsey
         Levens will also wear "The Defender."  Also debuting
         Starter's new lid this weekend will be Cowboys RB Emmitt
         Smith, Dolphins LB Zach Thomas, Steelers RB Jerome Bettis,
         Raiders QB Jeff George, Bears LB Bryan Cox and Jaguars WR
         Keenan McCardell.  Logo Athletic and Nike/Sports Specialties
         will also debut new headwear in the upcoming weeks (NFLP).
    
    

    Print | Tags: Chicago Bears, Dallas Cowboys, Green Bay Packers, Jacksonville Jaguars, Miami Dolphins, New England Patriots, Nike, Oakland Raiders, Pittsburgh Steelers, Reebok
  • THE MARKETING ARM SIGNS THREE; AIMS TO EXTEND ITS NBA REACH

              Dallas-based The Marketing Arm (TMA) has become the
         marketing rep for the Knicks' Allan Houston, the Hawks'
         Steve Smith and the Raptors' Damon Stoudamire (TMA).  TMA GM
         Ray Clark told THE DAILY that the marketing strategy for all
         three will be primarily focused on regional deals, "with the
         hope of expanding to a national focus" (THE DAILY).
              THREE AMIGOS: TMA has lined up three deals for Houston,
         including a three-year deal with Sprint PCS, NY.  Houston is
         also close to signing a regional deal in the quick-service
         category.  Regarding Smith, Clark noted the Hawk guard's
         $2.5M donation last year to build a student-athlete academic
         center at his alma mater, Michigan State, as part of his
         appeal: "Steve, with his character, is exactly the type of
         individual that corporate America wants to align with."  
         Smith is also close to inking two regional deals, in the
         soft drink and quick-service categories.  Stoudamire, the
         '95 NBA Rookie of the Year, recently signed with TMA.  He
         was represented by his father, who will remain as his
         contract agent.  Stoudamire currently has deals with Wilson,
         Nike, Kellogg's Canada, and Pert Shampoo.  By playing in
         Toronto, Clark said Stoudamire is an ideal candidate for
         U.S. brands looking "to develop a stronger presence in
         Canada."  Clark: "Clearly, we want to represent players who
         have a chance to be on the next Olympic team, and I think
         all these guys have a good chance to do that" (THE DAILY).  
              LONG RANGE: TMA also represents Scottie Pippen and
         Clark told THE DAILY that the Bulls' forward has signed a
         new, four-year deal to serve as a spokesperson for IL-based
         Ameritech Corp. and Ameritech Cellular.  The deal is worth
         more than $4M in stock and cash.  TMA currently represents
         18 NBA players in marketing transactions, and Clark said the
         company is close to signing three more players, with hopes
         of finalizing those deals by the All-Star Game (THE DAILY). 
    
    

    Print | Tags: Atlanta Hawks, Cablevision, Chicago Bulls, Maple Leaf Sports and Entertainment, NBA, New York Knicks, Nike, Sprint, Time Warner, Toronto Raptors, Wilson Sporting Goods
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