SBD/8/Sponsorships Advertising Marketing

Print All

              PGA Tour golfer Steve Jones has signed a three-year
         endorsement contract with Columbia Sportswear.  Beginning
         this month, Jones will exclusively wear Columbia sportswear
         and rainwear on the PGA Tour and in other pro golf
         tournaments through the year 2000 (Columbia).
              DEAL: MA-based Trend-Lines Inc., which operates Golf
         Day retail stores, "has agreed to buy the assets of 13
         Nevada Bob's golf stores in New England," according to Chris
         Reidy of the BOSTON GLOBE.  Trend-Lines, which will pay
         $5.5M to the investors of the Nevada Bob franchises, "plans
         to convert those stores into its Golf Day stores, though
         there may be one or two store closings" (BOSTON GLOBE, 1/8).
              NO TEE TIME FOR PEARL JAM? Ticketmaster Golf, a joint
         venture of Ticketmaster and Golden Bear Golf, announced
         agreements with the Premier Golf Group to provide advanced
         tee-time sales starting in February for 20 golf courses
         located in the Myrtle Beach, SC, area (Golden Bear).   

    Print | Tags: PGA Tour, Ticketmaster

              The Rose Bowl will add a sponsor's tagline in '99,
         according to Jim Hodges of the L.A. TIMES.  Hodges: "Long a
         holdout in the commercialism game that bowls have played for
         years, Pasadena will host the 1999 'Rose Bowl, presented by
         (your company here).'"  Rose Bowl Exec Dir Jack French: "We
         will not have a title sponsor.  That was made very clear. 
         We will have a presenting sponsor with a minimal physical
         presence and minimal signage. ... We will not be changing
         the logo, and there will not be a sign inside the stadium
         for the presenting sponsor."  More French: "There was some
         talk of a presenting sponsor for this year's game.  ABC had
         talked with some people about it (MasterCard and McDonald's
         were mentioned), but they decided that they didn't want to
         do it for just one year [rather than the four year super
         alliance contract]."  Other changes to the Rose Bowl will
         include a ticket price increase and a reduction in capacity
         from 98,000 to 92,000-plus seats (L.A. TIMES, 1/8).
              AND THE "PETE" ROSE BOWL: ESPN's Dan Patrick offered
         his suggestions for the game sponsors: "Such as 'The Rose'
         Bowl presented by Bette Midler; The 'Rose Marie' Bowl
         presented by Nick at Nite; The Charlie 'Rose' Bowl presented
         by PBS, without commercial interruption; The Jalen 'Rose'
         Bowl (which means Michigan gets to play every year); and The
         Axl 'Rose' Bowl presented by MTV" ("SportsCenter," 1/7).

    Print | Tags: ABC, ESPN, MasterCard, McDonalds, Walt Disney

              Nike's new "I Can" ad campaign is reviewed by Denise
         Gellene of the L.A. TIMES.  In the new spots, the words "I
         Can" are superimposed over images of runners, football
         players and other athletes.  Gellene writes the "litany of
         phrases includes the inspirational, defiant and absurd." 
         They include: "I can be strong. ... I can endure pain. ... I
         can be the next Jordan. ... I can stand up to my father." 
         Gellene: "Nike says the ads are about dreams and goals.  But
         few kids watching these spots have any hope of becoming
         professional athletes, let alone the next Michael Jordan. 
         Beyond that, Nike is out of line in advising kids to stand
         up to their fathers -- the same dads that buy athletic
         shoes. ... 'Just do it' is a cultural mantra.  The new
         slogan seems destined to invite parody: I can zap this
         commercial.  I can buy hiking boots" (L.A. TIMES, 1/8).

    Print | Tags: Nike

              SUPER BOWL NOTES: M&M/Mars will break a BBDO Worldwide,
         NY, ad campaign for its new M&M's Millennium promo during
         the Super Bowl (AD AGE, 1/8)....Steelers players are upset
         over T-shirts being distributed featuring Broncos RB Terrell
         Davis that reads, "Salute This! ... Broncos, Super Bowl
         XXXII."  The shirt is stapled to the bulletin boards and
         walls in the Steelers' locker room (N.Y. POST, 1/8).
              NOTES: CNS' Breathe Right nasal stripes are profiled in
         the HARTFORD COURANT.  Breathe Right accounted for "nearly"
         $70M in wholesale sales in '97, while retail sales
         "approached" $100M.  Around 10% of the Breathe Strips
         stripes "are used in the athletic arena" (HARTFORD COURANT,
         1/8)....The WNBA's Cynthia Cooper will make an appearance on
         behalf of Buick Motor Division during the '98 North American
         Int'l Auto Show in Detroit (GM)....Woolworth Corp. assigned
         its Champs Sports account to Publicis/Bloom, NY (AD AGE,
         1/8)....Saint Francis Health System will be the title
         sponsor for the '98 Nat'l Assn. of Intercollegiate Athletics
         Div. I Men's Basketball Nat'l Championship Tournament, March
         17-23 in Tulsa, OK (NAIA)....The New York Marriott Marquis
         was named official hotel sponsor of "An All Star Evening For
         Hunter's Hope," a January 15 fundraiser at NY's Official All
         Star Cafe which will benefit the Hunter's Hope Foundation,
         launched earlier this year by Jim and Jill Kelly, for their
         son, Hunter, diagnosed with Krabbe Disease (Marriott).

    Print | Tags: Denver Broncos, General Motors, Marriott, Oakland Athletics, Pittsburgh Steelers, WNBA

              USA TODAY's Money section cover story features,
         "Protecting the Investment," where Melanie Wells examines
         the relationship between sports endorsers and the corporate
         managers that companies provide.  Reebok's Henry "Que"
         Gaskins is "one in a small group of corporate managers who
         play an unusual but increasingly important role in
         professional sports and product endorsement.  Gaskins is a
         marketing MBA assigned to play full-time mentor, brand
         manager, companion and off-court coach to the young,
         trouble-prone" 76ers G Allen Iverson.  Being "both buddy and
         adviser is tricky, but it's a role that's evolving in
         companies as highly paid professional athletes get younger
         and marketers compete more fiercely for their services." 
         Nike's Dir of Athlete Relations Howard White, appointed by
         Nike to advise Michael Jordan in '84, on the athlete-manager
         relationship: "Just as if you drive a Ferrari, you need a
         good mechanic and a good garage to keep it in."  Wells adds
         that advisers such as Gaskins and White "are the glue that
         keeps the most sought after endorsers affiliated with a
         particular company.  Jordan admits White is one of the main
         reasons he stuck with Nike over the years" (USA TODAY, 1/8).
              STAR POWER: In N.Y., Paul Tharp examines how agents
         "are scrambling under new pressures to sell their stars in
         ways they never have before," and notes David Falk's brand
         extensions with Michael Jordan.  Beanstalk Group co-Chair
         Seth Siegel: "Every celebrity is potentially a brand that
         will sell broadly.  The trend is to extend them, wisely,
         into as many areas as possible" (N.Y. POST, 1/8).

    Print | Tags: Comcast-Spectacor, Nike, Philadelphia 76ers, Reebok
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug