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GATORADE LEVERAGES NEW NBA PACT WITH PROMO AROUND JORDAN
Published February 24, 1998
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).