SBD/25/Sponsorships Advertising Marketing

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  • AD AGE REPORTS THAT NBC SELLS OUT ALL SUPER BOWL INVENTORY

              NBC has sold out ad time for Super Bowl XXXII at an
         average rate of $1.3M per 30-second spot, according to Ross
         & Jensen of AD AGE.  NBC, which "stands to gross about" $75M
         from the game's advertisers, finished selling its
         "approximately" 58 national 30-second slots a month ago,
         "the earliest in recent memory."  Anheuser-Busch and PepsiCo
         will "have the heaviest presence" on the broadcast, both
         running six 30-second units.  Nike and New Line Cinema will
         run two 30-second spots each, while AmEx and Walt Disney
         will each air a 60-second spot.  Newcomers include Tommy
         Hilfiger, Hormel Foods and Network Associates.  Hormel will
         have two spots promoting its reformulated, lower-fat chili,
         while Network Associates will tout its McAfee anti-virus
         computer software.  The following is a complete list of
         Super Bowl advertisers (AD AGE, 11/24 issue):   
    
         
    Anheuser-Busch
    AT&T
    Auto-by-Tel
    E. McIlhenny Sons Corp.
    Frito-Lay
    General Motors
    Intel Corp.
    Mail Boxes Etc.
    Oracle Corp.
    PepsiCo
    Sony Pictures
    Tommy Hilfiger
    Universal Pictures
    Visa USA
    Walt Disney Co.
    Volvo Cars of N.A.
    Warner Bros.
    Nike
    Michelin Tire Corp.
    Hormel Foods
    Nissan USA
    New Line Cinema
    Network Associates
    MORE FROM AD AGE: MI-based Domino's Pizza plans to "aggressively pursue renewal" of its NBC NFL halftime report sponsorship. Domino's four-year, $10M deal with the network expires at the end of the season (AD AGE, 11/25)....Midway Home Entertainment features Wayne Gretzky in two spots that debuted last week for its new videogame, The NHL & NHLPA Present Wayne Gretzky's 3-D Hockey '98. The spots were done by DDB Needham Worldwide, Dallas (AD AGE, 11/24 issue).

    Print | Tags: American Express, Anheuser Busch, ATT, General Motors, NBC, NFL, NHL, Nike, Nissan, PepsiCo, Time Warner, Visa, Walt Disney
  • BRANDWEEK NEWS: PHOENIX EXPANDS SPORTS REACH WITH NCAA TIE

              CT-based Phoenix Home Mutual Life is "close" to signing
         as the NCAA's first sponsor in the insurance category,
         according to Terry Lefton of BRANDWEEK.  The five-year deal,
         worth "around" $9M, will give Phoenix media on NCAA
         highlights shows, the NCAA radio network and in the various
         game programs at NCAA championship events.  Phoenix will
         also have access to Host Communications' Hoop City fan fest
         at the men's and women's Final Four (BRANDWEEK, 11/24).
              DEALS: Lefton reports that healthcare unit Cigna has
         signed a "letter of intent" to become the first "Founding
         Partner" sponsor of the Women's Global Challenge, set for
         Spring '99 in Washington, DC.  The $5M deal would grant
         Cigna media, event signage, tickets, hospitality and an
         affiliation with the Women's Sports Foundation and its
         grass-roots programs....Lefton also reports that Champion
         will supply uniforms to the U.S. basketball teams at the
         World Championship in Europe next summer.  Lefton adds that
         new uniforms, and "a bigger retail and marketing push aren't
         expected until" '99, leading up to the 2000 Summer Olympic
         Games in Sydney....BRANDWEEK adds that Sunkist's two-year
         sponsorship deal with the AVP, announced last week, is
         "estimated" at $2M (BRANDWEEK, 11/24 issue).
    
    

    Print | Tags: NCAA
  • FIRESTONE AND RASHAD AIM TO GET INSIDE MJ'S HANES BOXERS

              Hanes yesterday debuted its first round of advertising
         behind the launch of its Michael Jordan Collection, a line
         of briefs, boxers and T-shirts aimed at men 18-24, according
         to Becky Ebenkamp of BRANDWEEK.  Created by Long Haymes
         Carr, NC, the campaign airs in primetime on ESPN, MTV,
         Comedy Central, BET, TNT and TBS.  Spots will run about 10
         times a day through Christmas, with a budget estimated at
         $2-4M.  One spot, "Sports Show," features Ahmad Rashad and
         Roy Firestone hosting a fictitious sports news show, then
         walking off the set wearing only Jordan-brand boxers below
         their sportscoats.  As they stroll down the hall "boasting
         how chummy they are with Jordan, the basketball star
         eavesdrops at a water fountain."  The Jordan line retails in
         department stores and Foot Locker and Champs (BRANDWEEK,
         11/24).  Firestone is represented by Athletes & Artists, a
         Marquee Group division.  He will be featured in both 15- and
         30-second spots of "Sports Show" (Marquee Group).
    
    

    Print | Tags: ESPN, Foot Locker/Venator Group, TBS/TNT, Time Warner, Walt Disney
  • MARKETPLACE ROUND-UP

              SOCCER DEALS: Nike said it is in the "final phase" of
         signing a 10-year, $143.8M contract to outfit the players of
         Barcelona, one of Europe's biggest soccer clubs, beginning
         in '99 (N.Y. TIMES, 11/25)....Reebok has acquired kit rights
         to the Argentinean national team starting in '99, the
         Italian-based Juventus team in 2000, and "is near" a deal
         with a Columbia team (Frank Dell'Apa, BOSTON GLOBE, 11/25).
              NOTES: AL-based Russell Athletic will sponsor the NHL
         All-Star Fan Balloting in the U.S, and will provide 50 sets
         of All-Star merchandise as prizes for the NHL All-Star
         sweepstakes (Russell)....Speedo is introducing a bathing cap
         with integrated goggles that it plans to equip swimmers with
         at the January '98 World Championship in Australia.  The cap
         will retail for $60 (BUSINESS WEEK, 12/1 issue). 
    
    

    Print | Tags: NHL, Nike, Reebok
  • UNC STUDENTS KICK UP THEIR HEELS ON NIKE TRIP PROPOSAL

              UNC-CH student activists say "they'd like to take Nike
         up on its offer" to inspect factories in Southeast Asia, but
         "only if they can make the trip on their own terms,"
         according to Jane Stancill of the Raleigh NEWS & OBSERVER. 
         On Monday, the Nike Awareness Campaign student group issued
         10 conditions "to ensure an objective study" of the working 
         conditions at Nike contracted factories, including "free
         rein to visit whatever factories they choose."  The group
         also wants to hire its own interpreters, take their own
         experts, and be allowed to take photographs of the working
         conditions to bring back with them (NEWS & OBSERVER, 11/25).
    
    

    Print | Tags: Nike
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