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SBD/19/Sponsorships Advertising MarketingPrint All
Bucs RB Warrick Dunn has signed a multiyear deal with FL-based Checkers Drive-in Restaurants and will be involved in a variety of promotions, projects and events. Dunn will appear in TV, print and other media promos and advertising, as well as make appearances on behalf of the company. The deal was handled by NJ-based ISI, Dunn's marketing agency (Checkers). In Tampa, Dave Simanoff reports that Dunn will play a large role in Checkers' "push into the community." Checkers Senior Marketing Dir Donald Young: "It's been a while since Checkers has been involved in the community. (Signing Dunn) is a first step to getting back involved." Young said that Dunn-related marketing will be seen only in the Tampa Bay "and possibly Orlando" areas, but if the promos are successful the company "may hire local athletes in its other markets" (Tampa Bay BUSINESS JOURNAL, 11/17).
The following is Nielsen Sports Marketing Service's spotlight series on sports sponsorships. The first chart indicates the Top 20 sports advertisers ($000) in total expenditures during the first half of '97 (January-June), followed by the Top 10 national estimated expenditures by sport ($000) for the same period (THE DAILY):TOP 20 LEADING SPORTS ADVERTISERS ($000)COMPANYTOTAL
COMPANYTOTAL Anheuser-Busch$86,403.87 PepsiCo.$31,828.98 Chevrolet Motor62,676.97 Proctor & Gamble30,712.75 Miller Brewing60,981.66 American Honda28,737.79 Nike53,892.63 Chrysler/Plymouth26,801.64 AT&T42,454.29 Visa International25,945.77 McDonald's39,219.60 Coca-Cola25,314.61 Ford Motor36,269.11 American Express24,085.23 Nissan Motor35,179.94 Pizza Hut22,142.67 Dodge Car-Truck34,054.18 M&M/Mars22,064.20 MCI Communications32,622.27 Toyota Motor Sales19,352.47TOP 10 NATIONAL ESTIMATED EXPENDITURES BY SPORT ($000)SPORTTOTALNETWORKCABLESYNDICATE NBA$475,489.30$318,079.50$157,409.80 College Basketball347,380.7050,107.90297,272.80 NFL188,890.101,117.00187,773.10 Pro Golf185,808.25115,889.6069,918.65 Motor Sports145,835.1566,154.9079,680.25 Sports Commentary127,895.8047,661.6080,234.20 NHL121,991.7346,077.8075,913.93 Sports Anthology103,024.1731,445.1070,762.87816.2 College Football80,482.102,601.7077,880.40 Wrestling53,966.5413,657.3012,962.0727,347.17
SCHOOL DAZE: UNC-CH professor Pete Andrews, who was invited to attend a Nike sponsored trip to Asia to visit the company's contracted factories, said the trip would be valuable if the school "sends workplace experts." Andrews: "I'm not interested in going at Nike's expense and seeing what they want me to see. If we're going to do this, we need to do it right" (AP/CHARLOTTE OBSERVER, 11/19). ...Collegiate logo sales were profiled in the DETROIT FREE PRESS. Sales have been "a major money-maker" at the Univ. of Michigan, which collects $4.65M annually in royalties, and at Michigan State, which brings in "about" $900,000 annually (DETROIT FREE PRESS, 11/18)....The FL Citrus Commission "appears ready" to cancel its 15-year sponsorship of Orlando's Comp-USA Citrus Bowl. The commission will vote on the issue in January (ORLANDO BUSINESS JOURNAL, 11/17). MEDIA: NY-based Wieden & Kennedy unveiled "Round V" of its ESPN "SportsCenter" campaign, consisting of 11 new spots (ADWEEK, 11/17 issue)....Chicago-based Intersport Television will produce The State Farm Women's Basketball Hall of Fame Tip-Off Classic this Sunday, live on ESPN (Intersport). ...For the third consecutive year, Paine Webber will be the exclusive title sponsor of Raycom Sports' 28 game college basketball schedule on ABC (Raycom Sports). BOWLARAMA: OH-based Brunswick has committed more than $3.1M to the PBA Tour over the next three years and will become an official sponsor of the PBA (PBA). In addition, Brunswick Indoor Recreation Group has signed a three-year deal with Strike Ten Entertainment, to serve as the presenting sponsor of the Nat'l Intercollegiate Bowling Championships, April 15-18 (Strike Ten). DEALS: Tang has signed on as the title sponsor for Schwinn's BMX Freestyle Team, which will compete as the Schwinn Tang BMX Freestyle Team for '98 (Schwinn)....OR- based Fred Meyer has become a World Partner and the official retail food store of the '98 Nike World Masters Games in Portland, OR, from August 9-22. Fred Meyer will begin carrying Nike World Masters Games merchandise this week (Fred Meyer)....The AHL signed a three-year deal with In Glas Co Corp. to make it the official puck of the AHL (AHL).
Jeff Gordon has signed a multiyear deal with the William Morris Agency for representation in all areas of entertainment, including personal endorsement, publishing and image-based marketing. WMA's Raul Mateu will spearhead the team of agents working with Gordon. Gordon's racing- related activities with regard to merchandising and licensing will continue to be handled by JG Motorsports, while Gordon's racing-related media duties will remain with NC-based Performance PR Plus (William Morris Agency). HOT WHEELS: NFLPA's Players Inc has entered into an integrated sponsorship and marketing partnership with Petty Enterprises, PE2, the Richard Petty Driving Experience, and related Petty and PE2 sponsors. The Players Inc name and logo will appear as an associate sponsor on certain Petty cars and its Craftsman Truck. Players Inc will also be a part of all Petty and PE2 business units including the Petty driving schools (Players Inc)....CART Licensed Products inked IA-based Ertl Co. to produce collectible die-cast metal replicas of PPG CART World Series cars (CART).
Bugle Boy has signed golfer Paul Stankowski to a long- term endorsement contract. Under his new deal with Bugle Boy, which takes effect January 1, Stankowski will wear merchandise from Bugle Boy's golf collections during pro golf events. He will also appear in Bugle Boy advertising and other promo materials wearing both active and casual apparel (Bugle Boy). Stankowski exercised out of his two- year deal with Tommy Bahama after one year (THE DAILY). TAKING ITS TOLLE: Tommy Armour Golf has signed Tommy Tolles to play its 845s irons (Tommy Armour).
The current SGB features its second-annual market-by- market look at the sporting goods industry, which includes a breakdown of the top vendors in certain categories and their projected U.S. sales for this year. THE DAILY continues to highlight some of these numbers: Today, we focus on the Top 20 Active Apparel Companies. NOTE: '97 projected sales are industry estimates (SPORTING GOODS BUSINESS, 11/10 issue).TOP 20 ACTIVE APPAREL COMPANIESCOMPANYPROJ. '97 SALES% +/- FROM '96COMPANYPROJ. '97 SALES% +/- FROM '96
Nike$1.6B+33% Jacques Moret$81M0% Russell$1.12B0% Tyr Sport$75M+35% Champion USA$508M+13% Umbro$55M-10% Reebok$384M+20% Starter$45M+10% adidas$367M+50% Weekend Exerc.$40M0% Auth. Fitness$323M+99% Pearl Izumi$30M+25% Fila$186M-18% And 1$21M+75% Discus Athletic $140M+40% Active Apparel$20M+12% Danskin$91M+10% InSport$18M+9% M.J. Soffe$84M0% Coed Sportswear$14M-20%