SBD/24/Sponsorships Advertising Marketing

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  • CORESTATES STEPS UPON MARKETING AND ADVERTISING SUCCESS

              Comcast-Spectacor will sell ad space on the steps of
         every staircase inside the lower bowl of the CoreStates
         Center, according to Edward Moran of the PHILADELPHIA DAILY
         NEWS.  CoreStates Complex President Peter Luukko said the
         new sponsor, who he would not identify, will have its logo
         on the steps by mid-March.  Luukko added that advertising
         "has sold so well" at the CoreStates Center that all of the
         concourse ad areas, "and all but a few spots inside the
         arena, have sold out" (PHILADELPHIA DAILY NEWS, 2/24).
    
    

    Print | Tags: Comcast-Spectacor
  • GATORADE LEVERAGES NEW NBA PACT WITH PROMO AROUND JORDAN

              Gatorade will introduce "its splashiest promo ever," an
         under-the-cap, NBA instant win promo which includes a chance
         to play H-O-R-S-E with Michael Jordan, according to Lefton & 
         Khermouch of BRANDWEEK.  Backed by $12M in TV, radio and
         print media, the promo may also include "unannounced
         appearances by NBA pros on high-traffic playground courts in
         six to eight NBA markets, with Jordan included."  Aimed for
         a mid-April launch, before the NBA Playoffs, the promo will
         offer other prizes including autographed Jordan merchandise,
         getting signed by an NBA team for a day, season tickets to
         your favorite NBA team or a private-jet flight with five
         friends to the '99 NBA All-Star Game (BRANDWEEK, 2/23).
              NOTES: IMG has signed Kawasaki, Air Jamaica, Jamaica
         Tourism, Raymond Weil watches, Naya, Met-Rx and Gold's Gym
         as corporate sponsors for the revival of "The Superstars"
         competition, according to Terry Lefton of BRANDWEEK.  Still
         unsold is the $500,000 title sponsorship.  The made-for-TV,
         two hour event, airs April 19 on ABC....Logo Athletic sold
         out its official Broncos Super Bowl locker room hats.  Logo
         sold "more than" 480,000 caps, "which didn't quite match
         last year's total"....adidas signed Raiders RB Napoleon
         Kaufman to an endorsement deal.  Kaufman, who had been with
         Nike since being drafted in '95, will "initially be used for
         regional marketing efforts" (BRANDWEEK, 2/23 issue).
    
    

    Print | Tags: ABC, Denver Broncos, IMG, NBA, Nike, Oakland Raiders, Walt Disney, Washington Nationals
  • MARKETPLACE ROUND-UP

              NOTES: BUSINESS WEEK reports that spending on sports
         sponsorship is projected to reach over $4.5B in '98
         (BUSINESS WEEK, 3/2)....Ryan Leaf signed NJ-based ISI to
         become his exclusive marketing rep.  ISI Exec VP Steve
         Rosner: "From matching Ryan with the top companies to
         fulfilling some of his civic and charitable goals, our
         objective is to build relationships that will continue long
         after his playing days are over" (ISI)....Former Giants WR
         Phil McConkey signed with MGP Crisis Sports PR, a division
         of NY-based MGP & Associates, for PR counseling (MGP).
              MORE NEWS: FORBES' Daniel Roth "sizes up" the shoe/
         sunglasses dispute between Nike's Phil Knight and Oakley's
         Jim Jannard.  Roth: "Nike had defined the sports shoe market
         and has bloodied its big competitors.  Ego aside, Jannard
         might be better off hunting elsewhere" (FORBES, 3/9 issue).
         ...TIME's "Tech Watch" features Reebok's new, $100 Lightning
         sneaker, calling it "one smart shoe."  The DMX-enhanced
         sneaker adapts to pressure by distributing it through six
         chambers, creating "extra cushioning" (TIME, 3/2 issue).
         ...Nike will feature a 16-page insert -- "Life Above the
         Ankles/Evolution of Skin" -- in the March and April issues
         of GQ, Details, SI, ESPN, Rolling Stone, Vibe and Men's
         Journal, while its 12-page insert will appear in Glamour,
         Conde Nast Sports For Women and Sharpe (THE DAILY).
              
    

    Print | Tags: ESPN, Nike, Oakley, Palace Sports & Entertainment, Reebok, Sports Illustrated, Tampa Bay Lightning, Walt Disney
  • MARTIN'S MILLIONS? CASEY STEPS TO THE MARKETING PLATE

              Casey Martin is "fielding an avalanche of offers that
         are extraordinary for a golfer who has not reached the top
         level" of the PGA Tour, according to Thomas Heath of the
         WASHINGTON POST.  In addition to his Nike apparel deal,
         worth between $50,000-$75,000 a year with additional income
         if he earns his PGA Tour card, Martin has deals pending with
         a national insurance group and a golf equipment 
         manufacturer.  The two new sponsor deals will be announced
         March 3, with a third new deal "imminent."  Martin has also
         received more than 20 requests to appear in corporate-
         sponsored golf outings and PGA Tour tournaments across the
         country.  Martin: "If someone's willing to pay me to
         represent them, I'm not going to turn them down.  I'm a
         little uncomfortable with the fact that it's done ...
         because of my leg."  NBC's "Dateline" will also feature
         Martin shortly (WASHINGTON POST, 2/24).  In GA, Witsil &
         Cline reported that officials at E-Z-GO Textron, the
         nation's largest golf cart maker, have held discussions with
         Signature Sports Group, Martin's agency, about a possible
         golf cart endorsement deal.  An agreement could be "rendered
         moot," however, if the PGA Tour decides Martin should ride
         in a single person scooter (Augusta CHRONICLE, 2/22).
              EXEMPTIONS: Martin writes in GOLF WORLD: "I have no
         intention of pursuing any sponsors' exemptions on the PGA
         Tour, at least not now" (GOLF WORLD, 2/2O).  CNN/SI's Jaime
         Diaz: "Until he knows his game can handle the pressure, it's
         probably not worth the risk" ("Pro Golf Weekly," CNN, 2/21).
              MORE CASEY: Jack Nicklaus, on the Martin ruling: "I'm
         really worried about the long-term effects on the game of
         golf. ... When you really get down to playing serious
         tournament golf it's a whole different ballgame, and I know
         the average person just doesn't understand it" ("Up Close,"
         ESPN, 2/20).  AD AGE's Rance Crain credits the PGA Tour for
         "ignoring the obvious bonanza for itself and its corporate
         sponsors that will come its way now that" Martin is allowed
         to use a cart.  The Tour, in "protecting the integrity of
         the game, is determined to keep the likable" Martin out of
         events "even though his presence will draw huge support for
         golf."  Crain: "Instead of deriding the PGA Tour for trying
         to de-ride Mr. Martin, let's be thankful that there is one
         group willing to spurn all the good feeling -- not to
         mention corporate opportunity -- that will flow to golf
         because of Mr. Martin's brave determination" (AD AGE, 2/23).
    
    

    Print | Tags: ESPN, NBC, Nike, PGA Tour, Sports Illustrated, Time Warner, Walt Disney
  • WHAT THE DALE IS GOING ON! BIG BUCKS FROM EARNHARDT'S WIN?

              The marketing of Dale Earnhardt after his Daytona 500
         win was examined by Gerald Martin of the Raleigh NEWS &
         OBSERVER.  Earnhardt's company now has 109 Earnhardt
         registered trademarks in 19 countries and the U.S.  Dale
         Earnhardt Inc. President Don Hawk said Earnhardt's deals are
         moving into the "millions": "That's where we're headed, and
         the question is whether it goes from single-digit millions
         to doubles, and how far beyond that."  Sporting Goods
         Business Editor Andy Bernstein said, however, that Earnhardt
         probably left "millions of dollars on the table" following
         his Daytona 500 victory.  Bernstein: "The hot-market
         business (the day or two after the event), is gone. ... 
         That's where NASCAR has struggled."  Hawk said that no
         merchandise was ready following Earnhardt's Daytona win
         because "he's superstitious, and he doesn't want anything
         done in advance" (Raleigh NEWS & OBSERVER, 2/22).  In
         Charlotte, Clifford Glickman reported that Hawk had 30-40
         offers for Earnhardt the day he won at Daytona, including a
         Burger King commemorative cup and possible commercial, and
         "some ideas" from Coca-Cola (CHARLOTTE OBSERVER, 2/23).  
              LICENSE TO DRIVE: Martin also reported that NASCAR is
         in the process of streamlining its licensing, and although
         it does not coordinate or have control of the marketing or
         licensing of its teams, "it is working closer with them to
         make what's good for one ... good for all."  Team marketing
         execs are working with NASCAR, especially to wipe out
         counterfeits. NASCAR VP Brian France: "Our look at licensing
         is a lot different than how we looked at it a few years ago. 
         We really weren't complementing our core business."  France
         added that because of fragmentation, NASCAR is still "way
         short of where we need to be" (NEWS & OBSERVER, 2/22).
    
    

    Print | Tags: Burger King, Coca-Cola, NASCAR
  • WHIPPING UP A FRENZY: DOMINATRIX TOUTS LADIES MASTERS EVENT

              "Shock waves are reverberating" in Australia following
         last week's launch of Mojo Partners' TV, print and billboard
         spots for the '98 Australian Ladies Masters championship,
         which uses a "mini-skirted dominatrix wielding a golf club"
         while driving a ball off of a man's nose, according to AD
         AGE.  Mojo Art & Creative Dir Lachlan McPherson: "We wanted
         to change the way the sport is seen by most women and that
         requires provocation" (AD AGE, 2/24).   
    
    

    Print | Tags: Palace Sports & Entertainment
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