SBD/12/Sponsorships Advertising Marketing

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  • CARQUEST FINDS ITS GATEWAY INTO NASCAR RACING SPONSORSHIP

              Carquest Auto Parts signed a three-year deal to become
         the title sponsor of the NASCAR Busch Grand Nat'l at the
         Gateway International Raceway in IL, according to Ken
         Roberts of the ST. LOUIS POST-DISPATCH.  The Carquest Auto
         Parts 250 will be televised nationally by CBS on October 17. 
         Gateway Int'l Raceway President/GM Rod Wolter announced that
         5,000 seats will be added to the backstretch of the 1.25-
         mile oval, increasing attendance from last year's sellout
         crowd of 52,000 (Ken Roberts, POST-DISPATCH, 1/10). 
    
    

    Print | Tags: Anheuser Busch, CBS, NASCAR, Viacom
  • MARKETPLACE ROUND-UP

              PLAYERS INK: Despite the loss yesterday, Steelers QB
         Kordell Stewart "is the NFL's hottest property," as
         Stewart's jerseys are "the top-selling piece of player
         merchandise" in the NFL this season.  NFL Manager of
         Corporate Communications Brian McCarthy: "Kordell is number
         one nationally" (PITTSBURGH POST-GAZETTE, 1/9)....Brett
         Favre has designed a range of neckwear for Stonehenge Ltd.
         to benefit the cancer-fighting V Foundation, named for the
         late Jimmy Valvano.  Favre joins Jerry Rice, Troy Aikman and
         Joe Theismann in the fund-raising effort (N.Y. POST, 1/11).
              NOTES: Coca-Cola "has quietly" asked Wieden & Kennedy
         to create advertising for Diet Coke.  W&K is creating
         Olympic-themed spots for Coke (USA TODAY, 1/12)....FleetBank
         Dir of Corporate Communications Jim Mahoney, asked if Mo
         Vaughn's DUI charges on Friday morning "could negatively
         affect Vaughn's role" as a company spokesperson: "I think
         I'd just as soon as pass on that one" (BOSTON GLOBE, 1/10).
    
    

    Print | Tags: Coca-Cola, NFL, Pittsburgh Steelers, Wieden Kennedy
  • PGA TOUR UNVEILS NEW AD CAMPAIGN AND BANK OF AMERICA DEAL

              The PGA Tour unveiled its new advertising and brand
         awareness campaign at its Mercedes Championships season
         opener.  The Tour worked with TX-based agency GSD&M to
         design the campaign called, "These Guys Are Good," which
         will include TV and print ads, plus materials for use by
         tournament directors.  PGA Tour Commissioner Tim Finchem:
         "We want to capitalize on the growing enthusiasm for golf by
         exposing significant numbers of current and new fans to the
         tremendous competitive drama of our sport."  The campaign
         will promote the PGA Tour, Senior PGA Tour and Nike Tour in
         a series of 30-second spots.  One spot for the Senior Tour,
         called "Football," stars Dan Marino; "Silent Fans,"
         promoting the PGA Tour, features Justin Leonard; a Nike Tour
         spot, "Graduation," spotlights former Nike Tour players
         David Duval, Tom Lehman and Stewart Cink.  Two other spots,
         "Monday" and "Money List," aim to build awareness of the
         Tour's charity support (PGA Tour). "Silent Fans" ran during
         ABC's Sunday telecast of the Mercedes Championships.  In it,
         Leonard strikes a putt, with a full gallery watching. 
         Background sound includes a heartbeat, with text that reads,
         "The only thing more intense than 40,000 screaming fans is
         40,000 silent ones."  After the putt drops, the crowd
         cheers, and the spots fades to the PGA Tour logo with the
         "These Guys Are Good" slogan.  The spot also ran during the
         AFC Championship Game post-game show on NBC (THE DAILY).   
              BANK SHOT: The PGA Tour also officially announced that
         Bank of America will become the Presenting Sponsor of the
         PGA Tour's eight-event "West Coast Swing" and be the
         official bank of the PGA and Senior PGA Tour through 2002.
         Finchem said the addition of a presenting sponsor for the
         '98 West Coast events was a "top priority."  As part of the
         deal, Bank of America will supplement the purse of each West
         Coast event by a total of $300,000.  The leading money-
         winner in the eight West Coast events will be named "King of
         the Swing" and earn an additional $100,000 bonus.  Bank of
         America will also provide $100,000 annually for the
         development of youth-oriented golf facilities and programs
         and will be featured in the PGA Tour's network and cable
         telecasts (PGA).  In Dallas, Brad Townsend reported that the
         Tour "hopes the extra money will be an enticement to many
         Tour pros who, historically, play light schedules early in
         the year" and skip the events (DALLAS MORNING NEWS, 1/10).
    
    

    Print | Tags: ABC, Bank of America, DaimlerChrysler, NBC, Nike, PGA Tour, Walt Disney
  • SPORT-HALEY INKS ZOELLER TO FIRST DEAL SINCE WOODS INCIDENT

              CO-based Sport-Haley signed golfer Fuzzy Zoeller to a
         one-year contract to endorse its clothes, according to the
         DETROIT NEWS.  It marks Zoeller's first sponsorship "since
         he was dropped" by Kmart last year after remarks he made
         about Tiger Woods at The Masters.  Analysts say the deal "is
         a positive step" for Sport-Haley.  John G. Kinnard & Co.
         analyst Tom Emmel, who has a "strong buy" on Sport-Haley:
         "He's a well-recognized name, and that's all that matters." 
         Sport-Haley CEO Robert Tomlinson said Zoeller "will be the
         centerpiece" of the company's advertising: "We definitely
         think he's on the rebound."  Zoeller joins golfer Neil
         Lancaster and the LPGA's Terry-Jo Myers and Donna Andrews as
         Sports-Haley endorsers (DETROIT NEWS, 1/10). 
    
    

    Print | Tags: LPGA
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