SBD/23/Sponsorships Advertising Marketing

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  • CARQUEST PUTS THE BRAKES ON BOWL SPONSORSHIP

              Carquest Corp. "has ended its relationship with Raycom
         Sports as the title sponsor" of the Carquest Bowl at Pro
         Player Stadium, according to Craig Barnes of the Ft.
         Lauderdale SUN-SENTINEL.  Carquest, which became the bowl's
         title sponsor in '94, "plans to pursue other sports
         sponsorship opportunities."  Turner Sports recently signed a
         three-year extension to televise the game, which has a total
         guaranteed payout of $1.5M.  The bowl has an agreement at
         Pro Player through 2001.  Barnes adds that Raycom "is
         dedicated to maintaining the game" (SUN-SENTINEL, 1/23).
         
    

    Print | Tags: Time Warner
  • ESPN LOOKS FOR MORE CLASSICS FROM WIEDEN & KENNEDY

              Classic Sports Network by ESPN has chosen Wieden &
         Kennedy, N.Y., to develop its national branding campaign. 
         Billings were not disclosed (Classic Sports).  AD AGE
         reports that the campaign, slated to break in March, will
         consist of TV, print and out-of-home media (AD AGE, 1/22).
              RICK TO STICK: "The Rick," a grassroots trade campaign
         created to promote ESPNEWS, has led to a national campaign
         that will run on ESPN and ESPN2 beginning later this month. 
         "The Rick" spots, about a sports enthusiast who craves
         ESPNEWS, will also run on the ESPN Radio Network (ESPN).
    
    

    Print | Tags: ESPN, Walt Disney
  • GATORADE RENEWS NBA PARTNERSHIP; MATTEL DEAL OFFICIAL

              The NBA and Gatorade announced an all-encompassing
         partnership renewal that adds Gatorade support to its
         existing sponsorship agreement.  The new pact, which runs
         through 2002, gains Gatorade participatory rights to the NBA
         Jam Van and NBA 2ball.  Gatorade will also be the title
         sponsor of Virtual GM, the NBA's on-line fantasy game.  In
         Canada, Gatorade will sponsor Future Hoops, supporting
         basketball programs across Canada, and Canada Hoop-it-Up. 
         Gatorade will also advertise on NBA telecasts and will
         sponsor the Gatorade Court of Dreams and "Jam With a Legend"
         at the NBA Jam Session during NBA All-Star weekend (NBA).
              DEAL: Mattel has been officially granted the licenses
         for the exclusive rights to produce basketball-themed toys
         bearing the marks of the NBA, WNBA and USA Basketball (NBA).
                                                                     
    

    Print | Tags: NBA, WNBA
  • IS IT THE SHOES? AFTER INJURIES, NC STATE WILL TRY NIKES

              N.C. State has "temporarily ditched" adidas sneakers
         for Nike following three foot injuries to Wolfpack players,
         according to Caulton Tudor of the Raleigh NEWS & OBSERVER. 
         Coach Herb Sendek, who "has a lucrative contract with
         adidas," did not blame the injuries on the shoes, but said
         that N.C. State is likely to wear Nikes until mid-February,
         when adidas "is scheduled to ship a new model."  Sendek:
         "[W]e couldn't find any pattern to the injuries ... but this
         [changing to Nike] is something we want to try at least for
         a while.  We contacted adidas, and they want to do what's
         best for the players."  adidas Dir of Sports Promotions
         Sonny Vaccaro said that Sendek's salary will not be affected
         as a result of the switch.  Tudor: "Players at some schools
         that wear Nike -- Duke, Kansas, Georgetown -- have suffered
         similar injuries" (Raleigh NEWS & OBSERVER, 1/21).
    
    

    Print | Tags: Nike, Washington Nationals
  • MARKETPLACE ROUND-UP

              In N.Y., Phil Mushnick reports that MSG is negotiating
         with Yankees Owner George Steinbrenner to become the
         exclusive sales rep of commercial signage in Yankee Stadium. 
         Such a deal "would enhance the value of advertising packages
         sold by MSG Network while excluding non-MSG advertisers from
         appearing on MSG's Yankees telecasts via the made-for-TV
         rotating billboard at the backstop" (N.Y. POST, 1/23).
         ....In addition to his Premier Management Group, Former IMS
         President Bill Donaldson has started his own firm called DBM
         that will do work related to licensing or distribution of
         merchandise (INDY STAR-NEWS, 1/23)....Among the 10 boards
         that President Clinton aide Vernon Jordan sits on are Sara
         Lee, AmEx, JCPenney and Callaway Golf ("Moneyline," 1/22).
    
    

    Print | Tags: American Express, Cablevision, Callaway Golf, Indianapolis Motor Speedway, Madison Square Garden, New York Yankees, YankeeNets
  • NHLPA GETS INTO THE RACING GAME BY SPONSORING IRL CAR

              The NHLPA will be an associate sponsor for McCormack
         Motorsports during the IRL '98 season.  The NHLPA's logo
         will be featured on McCormack's Oldsmobile Aurora at the
         Disney World Speedway for the Indy 200 this weekend. This is
         NHLPA's first foray into auto racing (NHLPA).
              DEAR MR. FANTASY: The NHL announced that more than
         55,000 fans visited the NHL's Pinnacle/NHL FANtasy theme
         park in Vancouver, from January 14-18 (NHL).
    
    

    Print | Tags: Acushnet, General Motors, IndyCar, NHL, Walt Disney
  • SUPER BOWL EXPERIENCE, I: WHICH AD WILL BREAK FROM THE PACK?

              According to MD-based Eisner & Associates Advertising's
         annual study, 7% of U.S. adults will watch the Super Bowl
         "just" to see the ads.  That has jumped from 4% in '97 and
         means over 10,000,000 people watch the Super Bowl solely to
         see the commercials.  The study also found that those paying
         more attention to the ads, even if the contest is decided
         early, have increased from 51% in '97 to 55% in '98.  Of the
         expected viewers, 22% will watch many (36-58) of the 58
         Super Bowl ads; 23% will watch some (16-35); 22% will not
         watch many (1-15); and 33% will not watch any of the 58 ads
         or not watch the game at all.  The study was conducted among
         1,000 households nationwide after the Super Bowl teams were
         determined and has a 3.5% margin of error (Eisner & Assoc).
              SUPER SUNDAY: The 30-plus Super Bowl advertisers will
         pay $43,333 for each second of ad time during Sunday's
         broadcast, according to Stuart Elliott of the N.Y. TIMES. 
         Elliott reports that "mainstays" like automakers, fast food
         and sneaker companies, "are giving way to an unconventional
         combination of advertisers high and low," including computer
         chips and software, telecom products and services, Internet
         shopping and satellite TV equipment (N.Y. TIMES, 1/23).  In
         Boston, Chris Reidy writes "there seems to be no overarching
         theme" to this year's ads (BOSTON GLOBE, 1/23).  MSNBC's
         Keith Olbermann, juxtaposing the Super Bowl to the events
         involving President Clinton: "Hello, good evening, and
         welcome from San Diego, site of a decreasingly relevant
         Super Bowl XXXII come this Sunday" ("The Big Show," 1/22).  
              THE PLAYERS: In Orlando, Jim Abbott reports some of
         this year's "most anticipated spots" are A-B's Louie the
         Lizard plotting to rid the world of the Budweiser frogs;
         Pepsi's Gen-X body-piercing spot and a gnat doing a Mick
         Jagger impersonation for Pepsi's Lipton Brisk iced tea; and
         Nike's "The Evolution of Skin" featuring "seemingly naked
         images of" Lisa Leslie, David Robinson and Michael Johnson
         (ORLANDO SENTINEL, 1/23)....CA-based Pocket Pump owners Rob
         Lange and Chuck Davey will show off their invention, via a
         30-second spot, courtesy of Mail Boxes Etc.'s "See Your
         Small Business on the Super Bowl Search" contest.  The
         Pocket Pump is an air pump designed to inflate sports balls
         (THE DAILY)....In Atlanta, Mickey Gramig reports that Coca-
         Cola is "spreading its Super Bowl ad dollars across the
         globe through sponsorship of MTV's 'Rock-N-Jock' Super Bowl
         weekend programming."  The MTV event, "designed to reach
         teenagers not tuned in to the game, will feature more than"
         30 spots featuring Coca-Cola products (ATLANTA CONSTITUTION,
         1/23)....CA-based Auto-By-Tel returns after running a spot
         last year.  Auto-By-Tel CEO Pete Ellis: "Our business
         increased by about 50% and that never dropped below that
         number.  We had a big bump in business" (CNBC, 1/22).
    
    
    

    Print | Tags: Anheuser Busch, Coca-Cola, Nike, PepsiCo
  • SUPER BOWL EXPERIENCE, PART II: SAN DIEGO'S STREETS OF GOLD

              Some former NFL players and coaches "rake in more than
         $100,000 attending corporate cocktails and celebrity golf
         outings during Super Bowl week," according to Stefan Fatsis
         of the WALL STREET JOURNAL.  George Seifert was paid $10,000
         by Visa USA to attend the company's party at the San Diego
         Zoo, while Deacon Jones is working for Champion, Sprint and
         Miller Lite.  Visa Marketing Exec Michael Lynch: "They add
         cachet to our events.  It affiliates our brand with these
         all-time heroes and winners."  Fatsis reports that "even
         lesser lights turn a decent buck at the biggest, brashest,
         most excessive corporate shindig in America," adding that
         Archie Manning "pulled in around $75,000" at last year's
         Super Bowl in New Orleans.  Fatsis reports that more than 50
         current and former players will make around 600 appearances
         this week arranged by NFLP (WALL STREET JOURNAL, 1/23).
              WHO TO WATCH: ISI CEO Frank Vuono said if Packers QB
         Brett Favre wins his second Super Bowl, it "will help him
         get to another level" from an endorsement standpoint.  But
         Vuono added, "Brett's kind of an any-man.  It's questionable
         whether he wants to transcend the sport and take his place
         at the top."  Vuono said that if the Broncos win, QB John
         Elway could "capitalize incredibly."  Vuono: "I think the
         public is ready to accept him with open arms as a real
         superstar."  Asked what he would sell about Elway: "His
         personality, his leadership ability and his comeback
         ability. ... John is certainly national -- if not
         international.  I think he can be a real goodwill 
         ambassador for the sport."  Vuono said that he would
         position Favre "with classic All-American-type companies.
         Mom, apple pie and Chevrolet."  Vuono said once you get past
         Favre, Elway and Reggie White, "I don't think there will be
         this huge windfall for anyone else" (THE DAILY).
              SUPER SUNDAY NOTES: Brett Favre's younger brother Jeff
         has launched a line of premium cigars.  The Favre Family
         brand plans to expand into other areas including clothing,
         sporting goods and food (Favre Cigar).....San Diego Youth
         and Community Services is getting a $1M grant from the NFL
         to launch a new youth education program.  The funds are
         intended to increase educational opportunities for inner-
         city youth (SAN DIEGO UNION-TRIBUNE, 1/23)....Chef Emeril
         Lagasse gave Super Bowl party recipes this morning on ABC's
         "GMA."  The cooking segment was taped in the parking lot of
         Qualcomm Stadium.  Also, ABC's Rex Hudler reported live from
         the NFL Experience in San Diego ("GMA," ABC, 1/23). 
              WHAT YOU'LL SEE: Nike has the on-field uniform,
         sideline apparel and headwear designation for both the
         Packers and Broncos.  Sports Specialties will provide the
         sideline caps (THE DAILY).  After the game, Logo Athletic
         will supply the official Super Bowl locker room coaches cap.
         Logo sold more than 650,000 Super Bowl XXXI hats last year.
         Starter has the official locker room T-shirt and fleece top
         for the Super Bowl (TEAM LICENSING BUSINESS, 1/98 issue).
         ...In the most recent report of the top selling teams by
         NFLP, the Packers remain at No. 1, but the Broncos have
         moved from 14th place into sixth place in '97 sales (NFL).
    
    

    Print | Tags: ABC, Denver Broncos, General Motors, Green Bay Packers, NFL, Nike, Sprint, Visa, Walt Disney
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