The WNBA and Sears tipped off the league's first health
and fitness initiative, WNBA Be Active presented by Sears.
The grassroots program will travel to 18 cities from January
to March and involve boys and girls, ages 9-14. It will
encourage kids to exercise regularly while raising the
awareness of how to "Play Fit and Stay Fit" (WNBA).
DETAILS: In Chicago, Mary Ellen Podmolik reports that
the clinics, to be run by Monarchs G Ruthie Bolton-
Holifield, will be supervised by local Boys and Girls Clubs,
YMCAs and YWCAs. Podmolik adds that Sears' WNBA support,
which cost "an estimated" $10M in the first season, "has
paid off" as "based on interviews with focus groups in WNBA
cities, Sears found its sponsorship improved its
relationship with consumers and increased sales" (SUN-TIMES,
1/13). Also in Chicago, Jim Kirk reports Sears "will
increase advertising and marketing spending behind the WNBA
overall in the coming season." WNBA President Val Ackerman
says sponsors will have more time this year to formulate its
sponsorship strategy: "Last year we spent much of last
winter with our sponsor solicitation efforts, and the timing
didn't leave a whole lot of lead time for sponsors to gear
up programs. Now that our sponsors have seen the league and
what kind of audience we're getting, we're expecting an
increased level of support" (CHICAGO TRIBUNE, 1/13).
SHOCK WAVE: Buick Regal Brand Manager Roger Adams said
the company will link with the WNBA Detroit Shock and will
"increase its financial commitment" to the league this year.
He "declined to give specific dollar amounts." Buick plans
to give away 100 Shock season-tickets at the North America
Int'l Auto Show Saturday, and will conduct a contest to name
the team's mascot (Bill Halls, DETROIT NEWS, 1/13).
