SBD/30/Sponsorships Advertising Marketing

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  • COCA-COLA: THEY WANT THEY WORLD CUP AND THEY WANT IT NOW!

              FIFA and Coca-Cola announced an eight-year partnership
         deal through 2006, which includes sponsorship of the 2002
         and 2006 World Cups and other FIFA events and programs.  The
         deal, which also consists of the FIFA Women's World Cup and
         FIFA Confederations Cup, marks the first time a sponsor has
         extended its FIFA partnership for more than a four-year
         term.  The package includes traditional sponsor rights,
         including advertising, promos and trademark presence, and it
         also enables Coca-Cola to conduct programs around the soccer
         events (Coca-Cola).  The WALL STREET JOURNAL puts the deal
         at $80M over eight years (WALL STREET JOURNAL, 1/30).
    
    

    Print | Tags: Coca-Cola
  • JOHN LECLAIR INKS W/WARNER BROS., FIRST ON ITS HOCKEY ROSTER

              Warner Bros. Sports Licensing has signed John LeClair
         to an endorsement deal.  LeClair is the first NHL player to
         join WB's athlete endorsement roster, which includes NBA,
         NFL and MLB players.  LeClair's licensing program includes
         footwear, apparel and headwear; socks and sleepwear;
         inflatables, watches, sports bags; ties and boxers;
         sunglasses, toys and games.  LeClair is represented by Lewis
         Gross of Sports Professional Management (Warner Bros.)
    
    
    

    Print | Tags: MLB, NBA, NFL, NHL, Time Warner
  • MARKETPLACE ROUND-UP

              Dennis Crawford from Cleveland, TN, will compete in
         Hershey's Million Dollar Kick at Sunday's Pro Bowl. 
         Crawford, 32, can win $1M if he connects on a 35-yard field
         goal (Hershey's)....In L.A., Denise Gellene reported that
         the Marlboro billboard in 3Com Park "picked up more than 30
         seconds of free air time" during the NFC Championship Game. 
         The exposure gave Marlboro free commercial time worth more
         than $600,000.  Gellene added that the Marlboro signs were
         recently moved to less visible areas at 3Com after the May
         '95 agreement between the U.S. government and the tobacco
         industry (L.A. TIMES, 1/29)....The PBA will kick off the
         first ad campaign in its 40-year history this weekend with a
         30-second spot, created by Partners & Shevack, N.Y., to be
         seen Sunday on ESPN (PBA)....Zucker Sports Management
         negotiated an AT&T endorsement deal for U.S. women's hockey
         goalie Sarah Tueting (CHICAGO TRIBUNE, 1/30)....Merrill
         Lynch downgraded Callaway Golf after the company reported
         lower 4Q earnings of $.34/share versus $.36/share last year. 
         shares of Callaway stock fell 3 3/16 yesterday to close at
         27 1/8 on the NYSE, a 10.5% decline ("NBR," 1/29).
              
    

    Print | Tags: ATT, Callaway Golf, ESPN, PBA, Walt Disney
  • ON THE LICENSING FRONT: NFL LOOKS TO BOOST ITS PRO LINE

              Down to single-digit growth in '97, the NFL Pro Line
         will incorporate more "technical and transitional" pieces
         for '98, and will also "leverage the NFL shield to strike a
         chord with consumers," according to Andy Bernstein of
         SPORTING GOODS BUSINESS.  With public recognition of the Pro
         Line brand "virtually non-existent, the league will try to
         use the NFL shield to indicate authentic, on-field product. 
         A new hang-tag program will launch with the statement 'If it
         doesn't have the shield, it doesn't get on the field.'" 
         Bernstein adds that licensees are trying to respond to
         declines in outerwear "by creating more technical pieces
         ideal for layering -- which seems to be how more people are
         dressing."  Bernstein adds that more "fashionable coaches'
         apparel, including rugby shirts from Starter, are also part
         of the 1998 Pro Line mix, a move which has drawn praise from
         retailers" (SPORTING GOODS BUSINESS, 1/23 issue).
              MLB: SGB's Bernstein also reports that MLBP President
         Bob Gamgort said that 14 companies were asked to present
         ideas for a new licensing program, with various thoughts
         under consideration.  Bernstein: "How the league will draw
         the line between sponsors and licensees is a primary issue
         the league must grapple with.  If the megabucks offered by
         footwear brands push traditional licensed companies off the
         field, will it be to MLB's benefit?"  While a Nike
         spokesperson said the company "does not anticipate" striking
         an MLB deal "any time soon," a "likely bet is that Adidas
         will be named" an MLB licensee (SGB, 1/23 issue). 
    
    

    Print | Tags: MLB, NFL, Nike, Washington Nationals
  • ON WITH THE SHOW, THIS IS IT: PGA SHOWS ITS STUFF IN ORLANDO

              Over 1,300 exhibitors will be in Orlando this weekend
         for the 45th PGA of America Merchandise Show, to be held at
         the Orange County Convention Center today through Monday.
         The show will utilize 1.1 million square feet, and is
         expected to draw over 50,000 (PGA).  With the industry
         consolidating, the big golf companies "are getting bigger,"
         and they, along with "a couple of outsiders," are "staking
         claim" to the growing women's and youth markets at this
         year's show, according to Ron Sirak of the AP.  Last year,
         the show resulted in "more than" $1.3B in golf industry
         sales (AP/DETROIT NEWS, 1/28).  iGOLF's Bill Binenstock
         writes that although youth and women will be the show's
         "buzzwords," the introduction of new drivers and irons "will
         take front and center ... as always" (iGOLF, 1/29).  Polo
         Ralph Lauren, Tommy Hilfiger and Hugo Boss will exhibit
         apparel for the first time at this year's show, which will
         include the first PGA Fashion Shows (AD AGE, 1/26 issue). 
         Titleist/Foot Joy will have the show's largest exhibition
         booth at 12,800 sq. ft., followed by Spalding and Nike
         (BRANDWEEK, 1/26 issue).  In Orlando, Jeff Babineau writes
         that one debut "expected to garner considerable attention"
         is that of CA-based Liquidmetal Golf, which touts "a new
         alloy ... that could be the industry's hottest material
         since titanium" (ORLANDO SENTINEL, 1/30).  THE DAILY will
         preview new products and apparel from the show next week.
              ADAMS FAMILY VALUES: Adams Golf is profiled by Chuck
         Stogel of BRANDWEEK.  CEO Barney Adams founded the company
         in '88, and by '96, with the introduction of the Tight Lies
         fairway woods, revenues had "skyrocketed" to $5M.  For '98,
         Adams is "projecting" sales of $60M.  The company's success
         with Tight Lies has been helped by a "solid trade push via
         telemarketing - not sales reps" and last year's infomercial,
         which "mined the medium for all it was worth."  Adams plans
         to continue its sales formula, as a new infomercial is "in
         the works" while the '98 ad budget "should surpass" $10M
         (BRANDWEEK, 1/2).  Adams bought a quarter-page ad in the
         WALL STREET JOURNAL's op-ed page for Tight Lies.  
              LOOKING AHEAD: BRANDWEEK's Stogel also listed ad
         spending for the top golf brands over the past two years.
         NOTE: '97 figures are through October (BRANDWEEK, 1/26). 
    
       
    COMPANY '96
    SALES
    '96 AD
    SPENDING
    '97 AD
    SPENDING
    TITLEIST/FJ/COBRA
    $677M
    $40.8M
    $34.8M
    CALLAWAY
    $466M
    $14.5M
    $15.2M
    SPALDING/ETONIC
    $361M
    $19.9M
    $22.1M
    TAYLOR MADE
    $251M
    $13.3M
    $17.2M
    WILSON
    $140M
    $10.3M
    $7.4M
    MAXFLI/DUNLOP
    $121M
    $ 5.0M
    $3.8M
    PING
    $115M
    $ 8.7M
    $8.1M
    ARMOUR/ODYSSEY
    $ 85M
    $12.2M
    $11.4M

    Print | Tags: Acushnet, Nike, PGA Tour, Russell Athletic, Washington Nationals, Wilson Sporting Goods
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