SBD/16/Sponsorships Advertising Marketing

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              Leveraging its $24M-a-year NFL corporate sponsorship
         and "looking to drive its core Sprint Sense long-distance
         service, Sprint is readying its most aggressive promotional
         stunt to date, a phone card blowout backed" by $6M-plus in
         media, according to Terry Lefton of BRANDWEEK.   Sprint will
         offer 32 10-minute phone cards, each with the likeness of a
         ticket from a Super Bowl game.  Consumers switching to
         Sprint will receive four free phone cards and an extra four
         cards every four months after that.  Lefton adds the promo's
         "resulting signup volume likely will help Sprint determine
         whether its renews the big-ticket deal" (BRANDWEEK, 12/15).
              NOTE: Coors is "preparing an assault promo" on next
         year's MLB All-Star Game that will give one fan a chance at
         hitting a home run for the reward of $10M.  Sources say
         Coors will hold the event at Coors Field the day after the
         All-Star Game on July 7, with "expected participation" from
         Nolan Ryan.  Terry Lefton adds that the Coors contest "is
         the first in what will doubtless be numerous assaults on
         official game sponsors because of a discordant lineup of
         official sponsors (like Bud) and Rockies sponsors (Coors). 
         The Rockies also boast Coke, versus MLB's Pepsi; US West to
         MLB's MCI, and Visa to MLB's MasterCard" (BRANDWEEK, 12/15).

    Print | Tags: Anheuser Busch, Coca-Cola, Colorado Rockies, MasterCard, MLB, NFL, PepsiCo, Sprint, Visa

              OH-based Goodyear "is no longer leading the tire race,"
         after being "overtaken in two of the world's three major
         circuits" by TN-based Bridgestone/Firestone Inc., according
         to David Adams of the AKRON BEACON JOURNAL.  Adams: "In
         head-to-head competition, Goodyear is getting run over. 
         Pulling out of Formula 1, and getting beaten in the two
         major Indy car circuits, Goodyear can rely -- at least for a
         while -- on its exclusive supplier agreement with the three-
         most popular NASCAR series, including" the Winston Cup.  The
         company's Winston Cup deal expires after the '99 season, and
         a renewal "could prove costly as other tire makers lick
         their chops at the chance to get in on the NASCAR marketing
         juggernaut."  Goodyear, however, "says it will do what it
         has to do to maintain its long-standing relationship with
         NASCAR" and the company's engineered products division has
         just signed a licensing agreement to be NASCAR's official
         supplier of belts and hoses (AKRON BEACON JOURNAL, 12/14).

    Print | Tags: NASCAR

              RACING: Thorn Apple Valley Premium Meats will sponsor
         Cale Yarborough Motorsports' Winston Cup Series Ford and
         become an "Official Marketing Partner for NASCAR's 50th
         Anniversary" during the '98 NASCAR season (NASCAR).  
              NOTES: The Zest spot featuring the Rams' Craig
         "Ironhead" Heyward was featured in USA TODAY.  Procter &
         Gamble VP Mark Schar said response to the spot "has been so
         positive that at least one sequel is planned."  Schar: "We
         hope to get him to come on for one of the college bowl
         games.  He's got a great personality and plays to the camera
         so well" (USA TODAY, 12/16)....Kevin Garnett's signature
         shoe from Nike -- tentatively titled Air Garnett -- should
         be available in stores sometime after the All-Star break. 
         The shoes are expected to retail for "less than $100."  On
         Monday, Garnett flew to Dallas for an advertising shoot for
         a Frito-Lay spot (STAR TRIBUNE, 12/16)....Reebok Dir of PR
         Dave Fogelson, on news the company will scale back its
         athlete endorser roster: "Athlete endorsers, while very
         important, are not the be-all or the end-all.  There are
         other factors that seem to be playing a much bigger role in
         what kids will wear on their feet" (REUTERS, 12/15). 

    Print | Tags: NASCAR, Nike, PepsiCo, Reebok, LA Rams

              NJ-based International Home Foods (IHF) has signed a
         two-year sponsorship deal with MLS for its Chef Boyardee
         line that will give the league "unprecedented exposure in
         grocery aisles and on Saturday morning kids TV, while
         continuing the brand's push into the tween-age market,"
         according to Terry Lefton of BRANDWEEK.  The $3.5M deal gets
         IHF exclusivity for its canned pasta, chili and beans.  MLS
         "is also pursuing sponsorships in the consumer electronics,
         snack food and fast food arenas" (BRANDWEEK, 12/15 issue).

    Print | Tags: MLS
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