SBD/22/Sponsorships Advertising Marketing

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  • FL DEPT OF CITRUS FINDS THE RIPE DEAL AT THE RIGHT PRICE

              The FL Dept. of Citrus has renewed its sponsorship with
         FL Citrus Sports (FCS) through 2002.  The four-year deal is
         worth $2.25M (FCS).  In Orlando, Jerry Jackson reports that
         the deal means FL Citrus will "remain a part of the CompUSA
         Florida Citrus Bowl for at least four more years."  The game
         will receive $525,000 from FL Citrus for its sponsorship in
         '99, and the price "will then rise $25,000 a year," to
         $600,000 in 2002.  The Dept. of Citrus, which has sponsored
         the game since '83, has "been divided" over whether to
         continue its sponsorships, but a majority of its
         commissioners felt that the game, on ABC, was a "good way to
         reach citrus consumers nationwide" (ORLANDO SENTINEL, 1/22).
    
    

    Print | Tags: ABC, Walt Disney
  • FORGET KEN AND BARBIE, MATTEL WILL PARTY WITH SHAQ AND LISA

              Mattel is expected to announce an exclusive, multiyear
         licensing agreement with the NBA today, giving it worldwide
         rights to all NBA-themed toys and games, according to Lisa
         Bannon of the WALL STREET JOURNAL.  The deal is "expected to
         generate more than" $300M during the next five years. 
         Mattel said the deal, which includes rights to the WNBA and
         women's U.S. Olympic team, "will broaden" the company's toy
         and game market to include "new sports consumers, and new
         distribution channels, such as sporting-goods stores, sports
         arenas and sports-collectible stores."  Bannon reports the
         deal includes basketball-themed merchandise "across all
         Mattel toy categories," including Barbie, Sesame Street,
         Cabbage Patch, Hot Wheels and Matchbox.  The NBA will also
         include the Mattel merchandise at its flagship store in N.Y. 
         While Hasbro also is licensed to produce male action figures
         called Starting Lineup, the NBA portion of that license
         expires this summer.  NBA CMO Rick Welts said that it chose
         Mattel "because it will provide an established
         international-sales network as well as access to the growing
         girls' and women's market" (WALL STREET JOURNAL, 1/22).
    
    

    Print | Tags: NBA, WNBA
  • MARKETPLACE ROUND-UP

              An AD AGE editorial, on the "welcome reassessment" made
         by footwear companies relying on athletes as endorsers:
         "[T]his reexamination of the athlete endorser is an
         encouraging trend that could lead to a major shift in the
         marketing of athletic footwear.  It also sends strong
         signals that outrageous behavior will no longer be quietly
         tolerated by marketers, and that consumer concerns remain
         foremost in marketers' minds" (AD AGE, 1/19)....The AP
         reports that it is "not yet clear" if Chris Webber's arrest
         on Tuesday has jeopardized his shoe deal with Fila.  Fila
         spokesperson Meredith Geisler: "We're waiting to get all the
         facts from Chris and his representatives before making any
         decisions" (AP/N.Y. DAILY NEWS, 1/22)....New Nike VP/Global
         Sports Marketing Ian Todd, formerly with IMG, "stresses that
         his hiring is not a sign that Nike intends to take on IMG." 
         Todd: "We have no intention of competing with IMG and in
         fact hope to find some creative ways to work together in the
         years to come" (OREGONIAN, 1/21)...Avis will become the WTA
         Tour's "Primary Rental Car Supplier" in '98, and will supply
         tour players and personnel with discounted rates (WTA Tour).
    
    

    Print | Tags: Fila USA, IMG, Nike
  • MAYBE HE'S A SIX FLAGS MAN: SHANAHAN REBUFFS DISNEY OFFER

              Walt Disney World recently asked Broncos coach Mike
         Shanahan whether he "would be willing to become the first
         NFL Coach to look into the camera and proclaim 'I'm going to
         Disney World'" should his team win the game, according to
         Adam Schefter of the DENVER POST.  Shanahan declined the
         offer, "even though he said Disney World was offering to pay
         him $30,000."  Shanahan: "I don't care how much they pay me,
         I'm not saying 'I'm going to Disney World.'"  So, Disney
         World "is thought to have lined up" six players, including
         Broncos John Elway and Terrell Davis, and Packers Brett
         Favre and Dorsey Levens.  If any of those players is named
         as the MVP of the game, "it is believed" he would be paid
         $30,000 to "look into the camera" and say the phrase. 
         Disney had no comment on the matter (DENVER POST, 1/22).
              SAN DIEGO NOTES: Nike "proved again this week" that
         "nobody is more opportunistic" in advertising when it
         outfitted the car which transported Terrell Davis to a pep
         rally in his honor at his old San Diego high school with a
         "giant swoosh," according to Luke Cyphers of the N.Y. DAILY
         NEWS.  A VW Beetle featured a Broncos helmet along with the
         swoosh when it burst through a paper banner.  The three-
         column, four-inch photo of the moment, which ran in
         yesterday's USA Today, "would run" $13,700 if purchased as
         an ad, but Cyphers writes Nike "didn't spend a dime on it"
         (N.Y. DAILY NEWS, 1/22)....John Elway and Mike Shanahan have
         invested in a FL-based laundry superstore called Laundromax,
         which "hopes to do to the coin laundry industry what
         Blockbuster has done to video rentals."  Laundromax
         President & Founder Alan Haig "declined to say how much" the
         two had invested (Michele Conklin, ROCKY MOUNT. NEWS, 1/21).
              TARGETING WOMEN: With its Football 101 classes, an
         extensive line of women's clothing, flag-football leagues
         for both sexes and "even a cookbook, the NFL's so-called
         Women's Initiative is underway with positive results,"
         according to Diane Seo of the L.A. TIMES.  NFLP President
         Sara Levinson: "The reaction exceeded our expectations.  We
         knew we had a huge fan base of women out there.  The key was
         to tailor programs to get them even more involved" (L.A.
         TIMES, 1/22)....Dallas-based Promos Int'l, which designs and
         manufactures "naughty nighties" for the NFL and other pro
         leagues, was featured on "Extra."  Promos Int'l CEO Marvin
         Gooch: "Over 70% of all women purchase NFL merchandise. 
         That means that they purchase that either for themselves,
         their significant others or husbands or sons, but nothing
         was being manufactured for them" ("Extra," 1/21). 
    
    

    Print | Tags: Denver Broncos, Green Bay Packers, NFL, Nike, Walt Disney
  • SUPER BOWL ADS MAY BE BIGGER HIT THAN THE GAME ITSELF

              With viewership of Super Bowl XXXII projected at 140
         million, the advertising community "is anticipating the big
         game perhaps as much as" the Broncos and Packers, according
         to Eleftheria Phillips of ADWEEK.  The game "has become a
         media event like no other.  It represents not only the time
         of year when football fanatics and the sports-challenged can
         commingle in relative peace, but when the advertising
         industry, with an estimated 58 spots broadcast during the
         game, can revel in its own glory" (ADWEEK, 1/19).  George
         Rosenbaum, CEO of IL-based firm Leo J. Shapiro & Assoc:
         "There's no other way on TV or any other medium in which you
         can reach a bigger audience.  In one day you can make a
         giant imprint on the nation" (CHICAGO SUN-TIMES, 1/21).
              WHAT'S NEW? AD AGE's Judann Pollack reports that
         packaged foods will "take a bigger bite of the ad time this
         year" (AD AGE, 1/19 issue).  In N.Y., Pat Winters Lauro
         wrote that the "big trend" this year is "a recognition that
         many women" watch the Super Bowl, as "traditionally 'female'
         advertisers [such] as Hormel chili, Tabasco sauce and Heinz
         ketchup" have bought time (DAILY NEWS, 1/18).  Nokia becomes
         the first wireless marketer to advertise on Super Sunday
         (BRANDWEEK, 1/19).  Reggie Jackson, Mickey Mantle and Babe
         Ruth will appear in the form of clay animation for Pepsi's
         Lipton Brisk.  Yankees Owner George Steinbrenner's voice and
         made-from-clay image also yells, "Your fired" in the spot
         (DAILY NEWS, 1/19).  USA TODAY's Dottie Enrico writes "One
         of 1998's biggest surprises could come from an unexpected
         advertiser: FedEx.  Industry insiders say the shipping giant
         and its agency BBDO New York have cooked up an imaginative
         way to show why customers should only use FedEx" (USA TODAY,
         1/19).  On MSNBC's "The Big Show," Enrico added, "Every year
         I think people want to see what Pepsi Cola is going to do.
         ... I've previewed most of the ads, and ... I've got to say
         that Pepsi's got a very interesting round this year" (MSNBC,
         1/20).  In DC, Eric Fisher wrote that few companies "were
         willing to go out on a limb" this year, as many ads "will
         rely on tried-and-true pop culture icons" such as Elvis, the
         Rolling Stones and Jerry Seinfeld (WASHINGTON TIMES, 1/21). 
         In Houston, Greg Hassell reported that the "high price" of
         $1.3M per 30-second spot "is driving some heavy-hitters out
         of this year's game."  Among them is McDonald's, which has
         been "among the biggest game-time advertisers in years
         past."  McDonald's execs said that "cost definitely is a
         factor in their decision" not to advertise this year.  The
         ad roster "has a distinctly high-tech ring to it," and
         Hassell wrote that the year's "most innovative ad" is from
         Intel, whose interactive ad allows fans to select the end of
         the spot via the Internet (HOUSTON CHRONICLE, 1/21).   
              CAN THEY DO THAT? Nike will have one 60-second spot
         during the game's second quarter.  It features athletes such
         as Michael Johnson, Suzy Hamilton, Scottie Pippen, David
         Robinson, Terrell Davis, Ronaldo, Lisa Leslie and Gabrielle
         Reese -- all in the nude (Nike).  NBC execs "requested minor
         modifications in the commercial, involving shading," and
         Nike made them.  The ad is for Nike athletic apparel, and is
         "an attempt to dramatize" how it "is designed like an added
         layer of skin that can help people compete more effectively
         in a range of sports" (Skip Wollenberg, AP, 1/17).
              NOT ALL MAKE THE CUT: NBC "rejected a low-key" ad for
         CA-based Vivus Inc., a male impotence treatment, during the
         Super Bowl "because it was not 'suitable'" for the network,
         according to Kenneth Howe of the S.F. CHRONICLE.  NBC Sports
         VP/Information Ed Markey: "The standards people look at
         every commercial that comes in and determine whether it is
         suitable for a particular time period and show."  Bob
         Hoffman, President of S.F.-based agency Hoffman/Lewis, which
         created the spot: "NBC's rationale was that the ad was
         inappropriate for daytime viewing.  But just look at the
         talk shows and soap operas they air" (S.F. CHRONICLE, 1/21). 
         
    

    Print | Tags: BBDO, Denver Broncos, FedEx, Green Bay Packers, McDonalds, NBC, New York Yankees, Nike, PepsiCo, YankeeNets
  • THE MUSIC NEVER STOPS: CBA INKS MARKETING PACT WITH ATLANTIC

              Atlantic Records and the CBA have formed a marketing
         partnership that calls for Atlantic artists to play at
         halftime during CBA games and to be included on a CBA/
         Atlantic compilation CD sold at the games, according to
         Patrick Reilly of the WALL STREET JOURNAL.  Only recordings
         by Atlantic artists will be played over the PA systems at
         CBA games, and Atlantic execs "will even play a part in
         hiring deejays for the arenas."  Atlantic GM Ron Shapiro:
         "At a time when it is so fiercely competitive and expensive
         to get our artists known to the consumer, we are looking for
         any way to enhance their visibility to any consumer who is a
         potential record buyer."  Reilly adds that the deal
         addresses Atlantic's "need to reach a young generation of
         music buyers with plenty of entertainment alternatives." 
         Atlantic co-Chair Val Azzoli said another positive is the
         fact that the CBA "is located in smaller cities."  Azzoli:
         "With this we are giving smaller markets the same kind of
         attention we give bigger cities.  Remember, kids are buying
         music out there" (Pat Reilly, WALL STREET JOURNAL, 1/22).
    
    

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  • WILL GOLFERS LOOKING FOR REPS BE HUNGRY FOR THE WOOLF GROUP?

              MA-based Woolf Associates announced the creation of
         Woolf Golf, a new division which will focus on corporate
         golf marketing programs, event management, TV packaging, and
         professional player representation.  Phil Sloan will be the
         Managing Dir of Woolf Golf and Diane Brickley, who most
         recently served as VP/Sales at the FleetCenter, has been
         named Exec Dir.  Brickley will manage the day-to-day
         operations of the new division (Woolf Associates).
              TALK ABOUT CALLING EARLY: In anticipation of the '99
         Ryder Cup at The Country Club in Brookline (MA), BankBoston
         has paid $500,000 "to reserve the entire" Charles River
         Country Club golf course 20 months in advance of the event,
         according to John Lauerman of the BOSTON GLOBE.  The bank is
         "just one of several" corporations trying to reserve courses
         in the Boston area so that corporate guests at the matches
         "can be assured of convenient tee times" when not watching
         the event.  In addition, Brookline is "trying to strike" a
         $3M deal with The Country Club for use of land for parking/
         hospitality tents during the Ryder Cup (BOSTON GLOBE, 1/18).
              CHIP SHOTS: GOLFWEEK's James Achenbach reports that
         Tiger Woods is now playing with his new Titleist irons.  He
         had been playing Mizunos.  In other equipment news, Bernhard
         Langer "is about to switch" from Wilson to Ping.  Bob Tway
         "also has returned" to Ping, while Cleveland Golf has
         "picked up" Frank Nobilo, who played for Mizuno last year. 
         Callaway has renewed its deal with Colin Montgomerie and
         Jesper Parnevik, and also signed Rocco Mediate, once a
         "rising star" for Titleist.  Montgomerie and Phil Mickelson,
         who recently re-signed with Yonex, will now wear hats or
         visors "when the television cameras are turned on." 
         Previously, "neither has been a headwear devotee."  Taylor
         Made, "standing pat" with its PGA Tour staff, has "added"
         the LPGA's Michelle McGann (GOLFWEEK, 1/17).  USA TODAY's
         Jerry Potter adds that Taylor Made is "trying to fit" its
         logo onto McGann's "trademark" hats (USA TODAY, 1/22). 
    
    

    Print | Tags: Acushnet, LPGA, PGA Tour, Washington Nationals, Wilson Sporting Goods
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