SBD/16/Sponsorships Advertising Marketing

Print All
  • DAVE THOMAS DROPS PUCK IN WENDY'S SPOTS FOR ALL-STAR GAME

              Wendy's kicks off its two-year, multimillion-dollar
         alliance with the NHL during Sunday's All-Star Game,
         according to Debbie Gebolys of the COLUMBUS DISPATCH. 
         Wendy's "will make their debut" with ads during Fox Sports'
         telecast.  One ad shows Wendy's Founder Dave Thomas as a
         hockey goalie.  Thomas says, "Holy moly, I'm a goalie!,"
         before his teammates "realize that he doesn't know the first
         thing about the game."  Eventually, players find the right
         role for Thomas -- as driver of the Zamboni.  The spots were
         filmed at Nassau Coliseum.  Wendy's NHL deal includes four
         commercial spots per broadcast through the '98 Stanley Cup
         Finals, dasherboard advertising rights on U.S. hockey rinks
         and a feature during each broadcast that "underscores the
         sponsorship" (COLUMBUS DISPATCH, 1/15).
    
    

    Print | Tags: News Corp./Fox, NHL, Wendys
  • MARKETPLACE ROUND-UP

              GTE will extend its title sponsorship agreement with
         the PGA Tour Byron Nelson Classic through 2002.  Terms were
         not disclosed (FT. WORTH STAR-TELEGRAM, 1/16)....Pacers G
         Mark Jackson and F Dale Davis have opened Player's Wear
         International, Inc.  The joint venture men's clothing store
         is located in IN (INDIANAPOLIS STAR-NEWS, 1/15)....In L.A.,
         Denise Gellene wrote that the timing of Gillette's new spot
         featuring Emmitt Smith "is unfortunate" because the Cowboys
         didn't make the playoffs (L.A. TIMES, 1/15). 
              
    

    Print | Tags: Dallas Cowboys, GTE, Indiana Pacers, PGA Tour
  • RACING NEWS: REEBOK BACKS OUT OF IRL TITLE SPONSORSHIP

              Reebok "has decided not to become the series sponsor"
         of the IRL, sponsoring an IRL car instead, according to
         Bruce Martin of NATIONAL SPEED SPORT NEWS.  Martin reports
         that IRL officials "did not want its series sponsor to also
         be a primary sponsor of a car."  While IRL execs "refused to
         discuss Reebok," team owners believed a deal would have been
         worth "as much as" $7M to the series (NSSN, 1/7 issue).
              RACING NOTES: NSSN reports more "factoids" from CART's
         IPO prospectus.  CART CEO Andrew Craig's salary, including
         bonuses, was $573,426 in '96.  From '98-2000 his base
         salaries will be $500,000, $550,000 and $600,000 (NSSN, 1/7
         issue)....Former IMS exec Bill Donaldson's Premier
         Management Group has taken over the day-to-day operations of
         the Las Vegas Motor Speedway (LAS VEGAS SUN, 1/15). 
    
    

    Print | Tags: Champ Car World Series, Indianapolis Motor Speedway, IndyCar, Reebok, Speedway Motorsports Inc.
  • RAWLINGS SAYS IT'S READY FOR NIKE'S CHALLENGE IN EQUIPMENT

              Rawlings Sporting Goods "promised shareholders" at
         Thursday's annual meeting that the company "is preparing to
         do battle not only with the Wilsons and Spaldings of the
         world, but also ... Nike," according to Al Stamborski of the
         ST. LOUIS POST-DISPATCH.  Nike has plans to increase its
         investment in the sports equipment market this year.
         Stamborski reports that while baseball accounts for 55% of
         Rawlings' sales, "the company is trying to cut its reliance
         on that sport by beefing up its offerings and marketing in
         softball, football, basketball, volleyball, hockey and
         soccer."  In related news, Rawlings named Robert Prather, as
         its newest board member (ST. LOUIS POST-DISPATCH, 1/16).
    
    

    Print | Tags: Nike
  • SHOE SIZES: NEW BALANCE TARGETS OLDER DEMO; AIRWALKS AHEAD

              While footwear companies "struggle to eke out gains in
         shoe sales, New Balance is riding a boom -- specifically,
         the baby boom," according to Joseph Pereira of the WALL
         STREET JOURNAL.  Using a "flashless formula" and an
         "expansive range of widths tailored to an aging" population,
         New Balance recorded a 16% gain in sales, to $560M on '97. 
         Footwear Market Insights President Mike Kormas said New
         Balance "is becoming the Nike of the baby-boom generation." 
         Kormas said that while the average age of a Nike consumer is
         25 and Reebok is 33, the average age of a New Balance
         consumer is 42.  Pereira reports that New Balance's "older-
         age niche has some potent marketing virtues," since
         customers "are less fickle, so the company doesn't worry as
         much about fashion swings."  President Clinton, Steve Jobs,
         and Dustin Hoffman all have been seen wearing New Balance
         and Pereira adds that New Balance will "more than triple its
         marketing budget" this year to $13M (WSJ, 1/16).
              DAY IN THE LIFE: In today's HARTFORD COURANT, fashion
         reporter Andrew Julien accompanies 18-year-old Brian Salerno
         to the mall to pick out a pair of sneakers.  Julien writes
         that Salerno "likes Nike, but find its shoes a little on the
         expensive side.  Like many of his friends, Salerno opts for
         a new kind of athletic shoe quickly gaining ground with
         teenagers -- skate shoes."  Salerno selected a $30 pair of
         Airwalk sneakers (HARTFORD COURANT, 1/16).
              SHAQ MOVES: In N.Y., Richard Wilner reports that Reebok
         "hopes to change the distribution of its Shaquille O'Neal
         shoe."  Under a "new plan, the Shaq shoe will be given wider
         distribution through stores like Sears, Kohl's and Mervyn's
         and not through specialty stores like Foot Locker.  Shaq has
         more of a broad-based appeal Reebok feels is better served
         through the wider distribution" (N.Y. POST, 1/16).
              
    

    Print | Tags: Foot Locker/Venator Group, Nike, Reebok, Sears
  • SUPER BOWL HYPE BUILDS: WHO HAS TRADEMARKS TO PACK-TO-PACK?

              CNBC's Scott Cohn reported that 16-year-old Chris Olson
         has applied for a trademark for the phrase "Pack-to-Pack." 
         If Cohn gets the OK, Logo Athletic "has agreed to make T-
         shirts and sweatshirts with the phrase, and Chris would get
         a cut."  But CT-based Starter Corp. "is already planning to
         offer 'Pack-to-Pack' T-shirts of its own if the Packers win. 
         Those shirts are already for sale on Starter's Web site." 
         Cohn reported that Starter VP John Warfel said that "he is
         not sure whether Starter had also applied for a trademark. 
         Now, the lawyers are hashing it out."  Starter planned to
         have T-shirts with the phrase in the Packers locker room if
         they won the game ("Business Center," CNBC, 1/15).
              EASY DOES IT: USA TODAY's Larry Weisman reports that
         Brett Favre has turned down endorsement deals with Wheaties,
         Disney, Jay Leno, David Letterman and the Milk Processors
         (which he did in '97), to spend the week "preparing."  The
         Nat'l Milk Processors "enlisted" Reggie White and John Elway
         for the shoot (USA TODAY, 1/16).
         
    

    Print | Tags: Green Bay Packers, Walt Disney, Wheaties
  • WILL NFL'S DROP OF AD VIGNETTES ANGER SOME SPONSORS?

              Advertisers, "already in revolt in response to expected
         15%-25% price increases for ad spots" via the NFL's new TV
         deals, "now have something else to gripe about: The NFL has
         taken away their valuable in-game sponsored vignettes,"
         according to Wayne Friedman of the HOLLYWOOD REPORTER. 
         Vignettes such as "Honda Great Drives," on NBC, and the
         "AFLAC Insurance Trivia Question" on Fox "won't be around in
         coming years."  The NFL, which allowed as many as eight
         vignettes per game, will now add three commercial spots to
         broadcasts on ABC, ESPN, CBS and Fox.  NFL Senior VP/
         Broadcasting Val Pinchbeck: "We thought it was better for
         the viewer and the advertiser to add inventory.  We wanted
         to get rid of the clutter."  Friedman also reports that,
         after the deals, Disney may now combine its ABC/ESPN sports
         advertising sales departments (HOLLYWOOD REPORTER, 1/16).
    
    

    Print | Tags: ABC, CBS, ESPN, NBC, News Corp./Fox, NFL, Viacom, Walt Disney
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug