SBD/7/Sponsorships Advertising Marketing

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  • EXPERTS PLACE EARLY BETS ON BOFFO SUPER BOWL RATING

              Ogilvy & Mather Worldwide "estimates" that 134 million
         people will watch some portion of Super Bowl XXXII "or about
         44.7% of the nation's TV households will have their sets
         on," according to Sally Goll Beatty of the WALL STREET
         JOURNAL.  That means "nearly" 3.9% more people will be
         watching the game than last year, when 129 million people
         watched "some part" of Super Bowl XXXI.  One of the reasons
         is that media buyers say the four remaining teams "are
         considered roughly equal in audience popularity."  Ogilvy
         President of U.S. Broadcast/Programming Peter
         Chrisanthopoulos calls the Super Bowl contenders "great
         draws," and Beatty writes that each of the four remaining
         teams all have "stars whose personal stories feed sports
         writers and TV profilers."  Beatty adds "the strengths of
         individual networks are also a factor," and that NBC "has a
         better record of attracting big audiences to previous Super
         Bowls than CBS and ABC" (WALL STREET JOURNAL, 1/7).
              AD ROSTER: CA-based Auto-By-Tel will again purchase ad
         time during this year's Super Bowl.  After last year's spot,
         Auto-By-Tel reported a 50% increase during February '97. 
         This year's spot is entitled "Come As You Are" and will run
         during the second quarter (MEDIA CENTRAL, 1/7).
         
    

    Print | Tags: ABC, CBS, NBC, Viacom, Walt Disney
  • MARKETPLACE ROUND-UP

              The 140 million cans of Campbell's Soup featuring
         skaters Nicole Bobek, Tara Lipinski and Michelle Kwan, mark
         the first time Campbell's has ever put a photograph of a
         living person on its classic red-and-white labels.  The cans
         are part of an ad campaign by BBDO Worldwide, NY.  A TV spot
         with the skaters will air later this month (PHILADELPHIA
         INQUIRER, 1/7)....Celtics Coach Rick Pitino will unveil his
         line of Pitino Classic Italian products, including pastas,
         pasta sauces and salsas, at an invitation-only reception
         January 12 in Boston.  Pitino plans to donate all profits
         from sales to charities through the Daniel Pitino
         Foundation, named after his infant son who died in '87 due
         to a genetic condition (BOSTON BUSINESS JOURNAL, 1/5). 
    
    

    Print | Tags: BBDO, Boston Celtics
  • NO STAHLING TO GET YOUR FAVORITE NHL REPLICA JERSEY

              MI-based graphics firm Stahls', which recently became
         the exclusive supplier of NHL player name and number kits
         for replica player jerseys, was profiled by Edward Cardenas 
         of the DETROIT NEWS.  Stahls' will now provide names and
         numbers of all the players in the NHL, in addition to
         selling the kits to sporting goods stores and other hockey
         item outlets.  Last season, 1.3 million replica jerseys were
         sold in the U.S. and Canada, with sales of $55M.  Stahls'
         top 10 requested NHL player jerseys: 1) Steve Yzerman; 2)
         Brendan Shanahan; 3) Pavel Bure; 4) Mark Messier; 5) Joe
         Sakic; 6) Patrick Roy; 7) Eric Lindros; 8) John LeClair; 9)
         Martin Brodeur and 10) Jaromir Jagr (DETROIT NEWS, 1/3).
    
    

    Print | Tags: NHL
  • SRI SPORTS CONSULTING FIRM OPENS NEW OFFICE IN CONNECTICUT

              SRi Prime Consulting, a part of Sponsorship Research
         Int'l (SRi) and an independent division of ISL Worldwide,
         has opened an office in Norwalk, CT, to focus solely on
         consultancy.  The agency will provide advice in all aspects
         of sports sponsorship including planning, recommendation,
         implementation, marketing and evaluation.  The CT office
         will focus on developing U.S. business as well as offering
         international clients U.S. market expertise.  Tom Lindon has
         been appointed SRi Consulting VP.  Lindon worked for 11
         years at Millsport, where he was responsible for corporate
         consulting on sports/special event sponsorships (SRi).
         
    

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  • WILL MICKELSON HIT INCENTIVES CAP IN NEW YONEX DEAL?

              Phil Mickelson's equipment deal with Yonex may be worth
         "between" $20M-25M over five years depending on incentives,
         according to an AP report on ESPN SportsZone.  In return,
         Yonex "has language in the deal requiring Mickelson to have
         14 Yonex clubs in his bag and to wear a hat or visor bearing
         the company's name."  The report adds, "It will be
         interesting to see if Mickelson sticks to those two
         provisions since he dislikes wearing a hat, carries a non-
         Yonex putter and at times" hits a Big Bertha (AP, 1/7).
              CUTTER & BUCK'S NEW LINE: Seattle-based designer Cutter
         & Buck "will launch its first-ever line of women's
         sportswear," according to Lee Moriwaki of the SEATTLE TIMES. 
         The collection will be introduced at the PGA of America show
         in Orlando, FL, later this month and be available in
         specialty stores this summer.  Moriwaki reported that Cutter
         & Buck's announcement "caught some industry watchers by
         surprise" as the company had "indicated it would remain
         focused on its men's collection."  Cutter & Buck named
         Silvia Roberts, former Nordstrom's designer, as its women's
         sportswear designer (SEATTLE TIMES, 1/6).
              NOTES: Corporate tents for the '99 Ryder Cup in
         Brookline, MA, "are close to sold-out already" (BOSTON,
         1/98)...Nancy Lopez has left Tommy Armour Golf to develop
         her own equipment line with The Arnold Palmer Golf Co.  The
         new line, including irons, woods, bags and gloves, will be
         introduced at the PGA of America show in Orlando (AP, 1/6).
    
    

    Print | Tags: ESPN, PGA Tour, Walt Disney
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