SBD/5/Sponsorships Advertising Marketing

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  • ADIDAS ROLLS OUT SIGNATURE BALL FOR WOMEN'S WORLD CUP DEAL

              adidas has become an official sponsor and official
         licensee of the '99 Women's World Cup.  The announcement was
         made at the Super Show in Atlanta where adidas also offered
         a sneak preview of its official tournament game ball called
         the "Icon," the first-ever ball specifically produced for
         the Women's World Cup event.  adidas will also produce an
         apparel line leading up to the '99 World Cup, including a
         line specially designed for female soccer players (WWC). 
              MORE ADIDAS: adidas CEO Steve Wynne tells SGB that
         soccer will continue to be the "heart of our brand," but it
         intends to "broaden" its basketball, training and women
         performance brands.  Wynne added that adidas will continue
         to invest in its "high-profile athletes" (SGB, 1/23 issue). 
    
    

    Print | Tags: Washington Nationals
  • KOBE ALIGNS WITH SPALDING; BUICK INKS ACC CAR CATEGORY DEAL

              Spalding has signed NBA All-Star Kobe Bryant to a
         multi-year endorsement deal.  Initial plans call for the
         intro of an exclusive line of Bryant basketballs.  Spalding
         will also donate 19 basketballs to charity for each point
         Bryant scores during Sunday's All-Star Game (Spalding).
              AUTO CLUB: GM's Buick division signed a four-year,
         "estimated" $8M marketing pact with the ACC to become the
         exclusive and official car of the entire collegiate 
         conference, according to AD AGE.  The deal includes TV and
         marketing involvement with ACC women's and men's basketball
         plus 22 conference championship events (AD AGE, 2/4).
    
    

    Print | Tags: General Motors, NBA, Russell Athletic
  • MARKETPLACE ROUND-UP

              In Chicago, George Lazarus wrote that Super Bowl XXXIII
         is 50 weeks away but "already nervous advertisers are
         wondering what Fox" will charge for its 30-second spots. 
         The "early guessing" is that Fox will charge between $1.4-
         1.5M "and have no trouble" (CHICAGO TRIBUNE, 2/4)....NBC has
         stopped running promos for its new sitcom "Working," that
         parodied the new Nike "I Can" campaign, after Nike execs
         "asked NBC to withdraw the spots" (N.Y. TIMES, 2/5)....Since
         the Rams' Craig "Iron Head" Heyward debuted in the Zest Body
         Wash spots in October, "sales have more than doubled" (Gary
         Strauss, USA TODAY, 2/5)....NY-based Jay Advertising was
         named the ad agency of the Bills (Bills). 
    
    

    Print | Tags: Buffalo Bills, NBC, News Corp./Fox, Nike, St. Louis Rams
  • ONE MAN'S PAIN .... LEADS TO DAVIS INKING DEAL FOR MIGRAINES

              Super Bowl XXXII MVP Terrell Davis has signed a
         multiyear deal with Novartis Pharmaceuticals to be its
         spokesperson and to raise awareness for Migranal, a new
         migraine treatment, according to Adam Schefter of the DENVER
         POST.  Migranal is the same nasal spray Davis used to treat
         his migraine during the Super Bowl.  Davis and Novartis will
         also partner to form the "Terrell Davis Foundation for
         Migraine Education and Treatment" (DENVER POST, 2/5).  
         Davis' deal with Novartis garnered front-page attention in
         the BOSTON GLOBE where Larry Tye reports it is worth
         "several hundred thousand dollars a year."  Davis: "I'm not
         putting my John Hancock on something I'm not truly behind." 
         Part of what made the deal "attractive" to Davis is the
         agreement that each time he scores a touchdown next season,
         he and Novartis will both contribute money to the new
         foundation on migraine research (BOSTON GLOBE, 2/5).
    
    

    Print | Tags: John Hancock Mutual Life Insurance
  • PBA'S COMEDY CENTRAL APPROACH GETTING NATIONAL NOTICE

              The PBA's new nationwide ad campaign is examined by
         David Adams of the AKRON BEACON JOURNAL.  Adams: "Humor and
         personality are what the PBA is peddling in hopes of
         attracting a younger audience to the pro tour.  The first
         round of print ads will be aimed at generating sponsor
         interest. ... The second round of print and TV ads will
         likely be more consumer friendly and fan focused."  Adams
         adds that the PBA has decided to spend $500,000 to $1M of
         its $13M annual budget on the new ad campaign, created by
         Partners and Shevack, NY, and assisted by The Marquee Group
         (AKRON BEACON JOURNAL, 2/5).  In Milwaukee, Paul Drzewiecki
         reviewed the new bowling and spectator format used to "liven
         broadcasts" up this year on ESPN.  PBA Assistant
         Commissioner Kevin Shippy said the new TV format, which
         includes fans sitting along the bowling lanes and closer to
         the action, has received a "positive reaction from players"
         and from ESPN (MILWAUKEE JOURNAL SENTINEL, 2/4).
    
    

    Print | Tags: ESPN, PBA, Walt Disney
  • THE SHOW MUST GO ON: NIKE SET TO ROLL OUT NEW WOODS LINE

              THE DAILY continues its review of product launches and
         news from last weekend's PGA Merchandise Show in Orlando:
              ADIDAS: Announced that it has signed Ernie Els to a
         multi-year endorsement deal covering footwear, apparel and
         accessories.  Will tout the partnership via int'l print ads.
         AD AGE's Jeff Jensen reported that the Els campaign, from
         S.F.-based Leagas Delaney, should run in golf magazines in
         February, with TV spots "probable" for the fall (THE DAILY).
              NIKE: Launched two clothing lines -- the Classic,
         around Nick Price, and the Sport, around Tiger Woods -- as
         well as its '98 shoe line.  Nike plans to spend $6.3M on ads
         in the three weeks leading up to Woods' April defense of The
         Masters.  Nike's golf apparel sales were up 76% in '97, and
         footwear sales up 105% (Ron Sirak, AP, 2/2).
              PING: Unveiled the new ISI titanium (TiSI) driver
         (PING).  Ping's negotiations with Phil Mickelson, who re-
         signed with Yonex, were examined by Lisa Mickey of GOLF
         WORLD.  Karsten President John Solheim: "We had worked out a
         lot, but there were still a few things I was uncomfortable
         with, so we stepped away from it" (GOLF WORLD, 1/30).
              SPALDING: Introduced a new ball "made specifically for"
         Callaway's Great Big Bertha and Taylor Made's Ti Bubble 2
         drivers.  In Dallas, Brad Townsend reported that Callaway
         and Taylor Made execs are "looking into whether Spalding is
         infringing on their trademark."  Also, Ben Hogan's widow
         Valerie was at the Show to endorse Spalding's newly acquired
         Hogan line (DALLAS MORNING NEWS, 2/4)....WILSON: Introduced
         the ProStaff Extreme Junior Set club line, its third golf
         set specifically designed for children.  Extended its Fat
         Shaft line into woods with new oversize driver and woods. 
         Debuted the Staff Titanium Double Ti ball (Wilson).    
              NOTES: AZ-based Leading Edge Technologies (LET) has
         signed a deal with Arnold Palmer Golf Management (APGM) to
         rollout LET's PROLINK golf distancing and communications
         network at APGM properties throughout the U.S. (Prolink).
         ...CA-based Gary Player Golf Equipment and Golf One Int'l
         (GOI) announced plans to merge.  The new company, Gary
         Player Golf, will take effect upon the completion of GOI's
         public offering, to be completed in the second quarter of
         '98 (GPGE)....Mizuno has signed John Cook (iGOLF, 1/31). 
    
    

    Print | Tags: Nike, PGA Tour, Russell Athletic, Washington Nationals, Wilson Sporting Goods
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