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SBD/18/Sponsorships Advertising Marketing
Published December 18, 1997
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).