SBD/29/Sponsorships Advertising Marketing

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  • A SUPERSTAR YOU CAN BANK ON: RIPKEN INKS DEAL WITH CRESTAR

              Cal Ripken will represent VA-based Crestar Financial
         Corp. in "an aggressive marketing campaign," according to
         Mary Beausoleil of the RICHMOND TIMES-DISPATCH.  Crestar
         Exec VP Craig Kelly said that Ripken was chosen "because of
         his reputation for integrity and steadiness."  Kelly: "When
         you ask people how to describe him, they use words like
         'dependable, honest, hard-working.'  Things that are
         important for banks."  Ripken signed a two-year deal with
         Crestar.  Terms were not released (TIMES-DISPATCH, 10/29).
    
    

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  • HE'S GOTTA HAVE IT: SPIKE LEE SHOOTS LAKER PROMO SPOTS

              Spike Lee has "composed a series of irreverent
         promotion spots" for the Lakers to be shown on Fox Sports
         West, according to Ray Richmond in DAILY VARIETY.  Lee, a
         Knicks fan, said the spots won't change his team allegiance. 
         Lee: "I have no qualms about offering my services to other
         teams in the NBA besides the Knicks.  I'm even going to
         shoot a couple of promos for the Miami Heat."  Lee said that
         he hopes the "tongue-in-cheek" spots help "humanize" the
         players: "The public isn't happy when they see someone
         batting .220 earning $10 million, and that's really unfair
         to the athletes.  If anything, people should be mad at the
         owners.  The athletes are just people, guys who like to fool
         around like you and me" (DAILY VARIETY, 10/28).
    
    

    Print | Tags: Cablevision, Los Angeles Lakers, Miami Heat, NBA, New York Knicks, News Corp./Fox
  • MARKETPLACE ROUND-UP

              NIKE NEWS: Wizards F Chris Webber, on his former
         relationship with Nike: "I don't want to just downgrade
         Nike, they are a great company.  They did a lot for me. ...
         Fila's a great company, they gave me a great shoe, and they
         helped me do it my way" ("Up Close," ESPN, 10/28)....In
         BRANDWEEK, Benezra & Stanley write that former Nike ad chief
         Scott Bedbury thinks the company might be "courting
         disaster" unless it deals with questions over conditions in
         its manufacturing plants overseas (BRANDWEEK, 10/27 issue).
              GENERAL: USA Baseball extended its exclusive license
         with CA-based Fotoball Sports through the 2000 Olympic Games
         in Sydney, Australia.  The license will include souvenir
         novelty baseballs and lapel pins (USA Baseball)....Merkley
         Newman Harty, NY, part of Omnicom Group, will be the first
         agency to develop national marketing and advertising
         strategy for the Nat'l Thoroughbred Racing Assn.  Billings
         were "estimated" at $12-15M (N.Y. TIMES, 10/28)....Charles
         Schwab & Co., Inc. named Steve Elkington to its "Team
         Schwab" of pro athletes (Charles Schwab)....Gold Medal
         Management extended its representation agreement with Dan
         O'Brien through 2001 (Gold Medal Management)....Despite
         resigning a month ago, former ASU Basketball Coach Bill
         Frieder "will continue to star" in TV ads for Bank One with
         Univ. of AZ Coach Lute Olson (AZ REPUBLIC, 10/29).
    
    

    Print | Tags: ESPN, Fila USA, Nike, Walt Disney
  • MARLINS-MANIA CONTINUES: STARTER, PRO PLAYER HIT PAYDIRT

              FL retailers say the "hottest" selling Marlins
         merchandise items are World Series pins and the official
         clubhouse T-shirt made by Starter Corp. which was worn by
         team members during their Series victory celebration,
         according to Schuster & Huriash of the Ft. Lauderdale SUN-
         SENTINEL.  Starter has also printed Spanish-language World
         Series T-shirts "for the first time" which proclaim the
         "Marlins Campiones Mundiales."  Starter PR Manager Robin
         Wexler said the company took pre-orders from Miami-area
         stores, but didn't start printing shirts for the public
         until after the Series concluded.  But Schuster & Huriash
         added that "other manufactures did mass produce merchandise
         ahead of time," including NH-based Pro Player.  The company
         officials said it expect to make $6M "in profits on Marlins'
         merchandise alone" (Ft. Lauderdale SUN-SENTINEL, 10/28).
    
    

    Print | Tags: Miami Marlins
  • REEBOK'S WARDLEY LOOKS TO QUANTIFY COMPANY'S MESSAGE

              Reebok Int'l is expected to award Lowe Howard-Spinks,
         London, its soccer assignment following a pitch that
         included Boston's Heater Advertising, according to sources
         of ADWEEK's Sarah Jones.  Reebok's newly appointed Dir of
         Worldwide Advertising, and former Coca-Cola exec, John
         Wardley said "his first goal is to determine the company's
         immediate business needs."  Wardley: "It might be that we
         need to look at other resources.  I only recently started a
         relationship with Heater and don't want to send a signal
         that we're not satisfied."  While different shops "may end
         up contributing to the creation of Reebok's new image,"
         Wardley "stressed" the importance of "conveying a single,
         consistent message."  Wardley: "We've got a really strong
         product story to tell, and I don't know that we've been
         doing that as well as we could."  Wardley added that part of
         Reebok's strategy will be "highlighting its new technology,"
         which will be included in future ads for basketball shoes,
         Reignman II and The Answer, which is the first to use DMX
         technology (ADWEEK, 10/27).  AD AGE's Jeff Jensen adds that
         Reebok will continue to "market aggressively to African-
         American teens and the urban marketplace" in '98, but that
         Wardley "would like to reach a broader audience as well." 
         Wardley "wouldn't say" if Reebok will increase or decrease
         spending, "estimated" at $92.5M last year (AD AGE, 10/27). 
    
    

    Print | Tags: Coca-Cola, Reebok
  • SI LOOKS AT MJ'S MARKETING DEALS WITH OAKLEY AND NIKE

              Michael Jordan's relationship with both Nike and Oakley
         is examined in SI's "Scorecard."  Nike and Oakley are
         currently involved in a legal dispute over the manufacturing
         and patent of its sunglasses and Oakley will soon launch its
         own footwear division to compete with Nike.  While Jordan is
         an endorser of Oakley sunglasses and a company board member,
         he won't sit on its separate footwear division board.  
         Jordan's reps say the dual marketing agreements "do not
         represent a conflict of interest."  SI: "But Oakley
         spokesperson Renee Law says the original board will have an
         input on footwear issues.  Add to this the fact that Nike
         now includes sunglasses in its merchandise line, and it's
         clear that somewhere along the way, Jordan might be sleeping
         with the enemy" (SI, 11/3 issue).  Oakley has released its
         new eyewear line called Mars, and the company stated that
         Jordan was "significantly involved in the design" (Oakley).
    
    

    Print | Tags: Nike, Oakley, Sports Illustrated
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