SBD/9/Sponsorships Advertising Marketing

THE EARLY SKINNY ON WHO'S STAR COULD SHINE FOR SUPER BOWL

          In a year when sports fans will have World Cup soccer
     and the Winter Olympics to "sate their appetites," the Super
     Bowl "remains the $uper Bowl," according to Greg Johnson of
     the L.A. TIMES.  All the advertisers are "anxiously waiting"
     to see if the AFC "can keep viewers in the game beyond
     halftime," while sports marketing "gurus" are handicapping
     which players and coaches are most likely to turn "gridiron
     glory into potentially lucrative marketing contracts." 
     Packers QB Brett Favre is the player "with the most to gain"
     from a repeat Super Bowl win, but Johnson calls the Broncos'
     John Elway a "potential dark horse."  As for coaches, the
     Packers' Mike Holmgren and the Steelers' Bill Cowher "might
     be able to cash in if their teams win."  FCB's Bob Dorfman
     said if Holmgren wins "again, sponsors are going to start
     loving him."  Dorfman added that Cowher has a "working-class
     appeal," with a "distinctive look" (L.A. TIMES, 1/8).
          PLAYERS VS. ABSTAINERS: CNBC's Mike Hegedus said that
     "in the last seven years, nearly 250 new ads have premiered
     on Super Bowl Sunday."  Jeff Mordos, Managing Dir of
     BBDO/NY, whose firm handles the Pepsi account along with
     five other companies who will run Super Bowl ads: "You can't
     win if you don't play and that's the biggest game to play
     in" ("The Edge," CNBC, 1/7).  Super Bowl '97 advertisers who
     decided not to run ads in this year's game include three
     carmakers -- Nissan, Porsche and Honda -- as well as Fila,
     Johnson & Johnson, MCI, Breathe Right and Janus Funds,
     according to USA TODAY's Melanie Wells.  John Elder, Porsche
     Account Dir at Goodby, Silverstein & Partners: "We just
     couldn't justify the cost" (USA TODAY, 1/9).  The Super Bowl
     has been able to "lure back" Coca-Cola, which hasn't run an
     ad during the game since '91.  It will go up against
     "archrival Pepsi" with a pair of spots (L.A. TIMES, 1/8). 
     
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