SBD/18/Sponsorships Advertising Marketing

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  • ARMATO GETS A LAUGH FROM RUMORS OF REEBOK DROPPING SHAQ

              Management Plus' Leonard Armato, agent for Shaquille
         O'Neal, described a published report that Reebok might be
         dropping O'Neal as, "funny, considering he's one of the most
         well-known icons in the world," according to Greg Johnson of
         the L.A. TIMES.  Reebok Dir of PR Dave Fogelson "maintained
         that O'Neal is a 'very important' element" in Reebok's
         future advertising and marketing."  CA-based Taco Bell
         "stopped using" O'Neal in its spots earlier this year, and
         he "won't appear" in Reebok TV ads slated to run early in
         '98.  Johnson: "O'Neal's temporary absence from the two
         high-profile TV campaigns underscores how companies ... that
         foot the bill for lucrative endorsement contracts are trying
         to make more effective -- and, they hope, cost-effective --
         use of highly paid pitchmen and women."  Reebok's Fogelson
         "tied O'Neal's on-air absence for the first half of 1998 to
         the fact that Reebok products will be pitched on TV by other
         basketball stars, including Allen Iverson and Shawn Kemp --
         along with WNBA and ABL stars," but Fogelson said that
         O'Neal will appear in print ads (L.A. TIMES, 12/18).
    
    

    Print | Tags: Reebok, WNBA
  • DEALS & DOLLARS: DELOITTE & TOUCHE RUNS WITH ONE OF ITS OWN

              Deloitte & Touche's L.A. office will sponsor one of its
         staff accountants, Mariel Devesa, as she competes for the
         '97 Windsurfing World Championships in Australia beginning
         December 24.  D&T will provide Devesa, the '97 U.S. Women's
         National Windsurfing Champion, with her competition expenses
         including transportation and lodging.  Devesa's sails will
         display the Deloitte & Touche logo (Deloitte & Touche).
              HONDA BACKS L.A. MARATHON: For the third year in a row,
         American Honda Motor Company will be the presenting sponsor
         for the L.A. Marathon.  Other sponsors for the March 29
         marathon include PacifiCare/Secure Horizons, which will
         stage its Senior Walk, and the Southern CA Gas Co., which
         sponsors the Carbo Load Dinner, Finish Line Festival and
         Entertainment Centers (L.A. Marathon).
              ROPE WARRIORS: ME-based Yale Cordage, a manufacturer of
         braided rope, has signed a multi-year sponsor deal with
         "Young America," the N.Y. Yacht Club America's Cup
         Challenge.  The deal makes Yale Cordage an Official Sponsor
         of the Cup Challenge and is the America's Cup team's
         Official Supplier of Cordage (Young America).
              RANSOM FOR STUDENT ATHLETES: The National Christian
         College Athletic Association (NCCAA) announced El Cajon, CA-
         based sports apparel company Ransom Athletic has become a
         sponsor of the NCCAA Student Athlete of the Week Award. 
         Award Winners will now receive a T-shirt from Ransom as well
         as a certificate from the NCCAA (NCCAA).
              
    

    Print | Tags: Deloitte & Touche, Golden State Warriors
  • MARKETPLACE ROUND-UP

              DEALS: Raptors F Walt Williams has signed a one-year
         shoe deal with Fila Canada.  Williams, who will wear the
         Board Breaker sneaker, is Fila Canada's first NBA endorser.
         He was wearing Nike (THE DAILY)....Jackie Stewart will
         announce today that MCI has joined his team as a major
         sponsor of its Stewart-Ford cars (N.Y. TIMES, 12/18)....NY-
         based arena supplier IcePro has been named the tile sponsor
         of the '98 IcePro AHL All-Star Skills Competition (AHL).
         ...The financial woes of Nobody Beats the Wiz, which filed
         for Chapter 11 bankruptcy protection on Tuesday, is examined
         by Richard Wilner of the N.Y. POST.  Wilner writes that "an
         expansive and aggressive expansion plan two years ago"
         helped cause its financial problems.  The chain also "spent
         about" $6M a year in ads at MSG (N.Y. POST, 12/18). 
              ADVERTISING: In AD AGE, Bradley Johnson reports that
         the NFL will hold a contest next month to pick the best spot
         featuring NFL players or images produced over the past four
         decades.  Fans will vote over the Internet for a final five;
         a panel of players, ad execs and media picks the winner
         January 16 (AD AGE, 12/15 issue)....Goodyear Chair & CEO
         Samir Gibara said the company will add two blimps in Europe
         and one in Latin America "early next year," with plans for
         another to serve Asia and Australia "shortly after that,"
         bringing Goodyear's total to eight blimps (AKRON BEACON
         JOURNAL, 12/18)....Nike "is considering advertising through
         skywriting," and asked FL-based Aerial Sign to show what the
         swoosh "looks like at 10,000 feet" (SUN-SENTINEL, 12/18).
              PRODUCT: NY-based Alphabet City latest CD, "Go Blue!
         The Ultimate Michigan Sports CD," is now available in Metro
         Detroit for $9.99.  Alphabet City is expected to do more
         than $10M in sales in '97 (DETROIT NEWS, 12/17)....The NHL
         has granted a license to CT-based Spotlight for a "Double-J
         Reversible" outerwear garment that has a jersey look on one
         side and a nylon pullover feel on the other.  The item is in
         JCPenney's catalog with distribution set to expand during
         the NHL playoffs.  Spotlight is led by former Starter exec
         Kyle Sanborn (SPORTING GOODS BUSINESS, 12/15 issue).
              
    

    Print | Tags: AHL, Cablevision, Fila USA, Madison Square Garden, Maple Leaf Sports and Entertainment, NBA, NFL, NHL, Nike, Toronto Raptors
  • THE AVP'S FUTURE'S SO BRIGHT, IT SIGNED ON FOR SOME SHADES

              The AVP announced that FL-based Ocean Waves Sunglasses
         has signed an exclusive five-year, seven-figure deal that
         will tie up the sunglasses category through 2002.  Ocean
         Waves' sponsorship will involve network and cable TV
         commercials, center court promotions, on-site sales rights,
         rotational signage at center court and promos surrounding
         its new AVP line of sunglasses, which will include the AVP
         name and logo.  Ocean Waves will also create a "Stokey" line
         of eyewear, named after AVP tour pro Randy Stoklos.  Ocean
         Waves will also sponsor a player incentive program,
         providing cash and product bonuses to players who wear the
         brand during events and televised matches (AVP).
    
    

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