SBD/10/Sponsorships Advertising Marketing

Print All

              General Mills is launching a multi-brand sports-themed
         promotion in "one of the biggest" MLB-linked packaged-goods
         programs, according to Lefton & Thompson of BRANDWEEK.  In
         April, General Mills will launch a "limited-time" kids
         cereal, Grand Slams, and promos around 12 kids cereals and
         other brands hitting 50 million packages in all.  The promo
         uses MLB and MLBPA rights, along with "more than 25 of the
         game's biggest stars."  The Grand Slams cereal will launch
         in mid-April and feature Frank Thomas, Mark McGwire, Mike
         Piazza on the front panels, and other players, including
         Larry Walker, Andres Galarraga and Tino Martinez on back
         panels.  Lefton & Thompson note that the combination of
         player and team rights "is a rare showing of cooperation"
         between MLB and the MLBPA.  Grand Slams boxes "will tout an
         offer for cereal bowl/batting helmets with MLB logos." 
         General Mills' three Wheaties brands will feature Piazza,
         Ken Griffey and Cal Ripken (BRANDWEEK, 3/9 issue).
              IRON MAN ENDORSEMENT: Nabisco has signed Cal Ripken to
         support its involvement in its MLB's All-Star themed FSI. 
         Nabisco will use life-sized standees of Ripken in a
         "massive" POP effort (Terry Lefton, BRANDWEEK, 3/9). 

    Print | Tags: MLB, Nabisco, Wheaties

              DEALS: WI-based Huffy Sports Co. has renewed its
         licensing agreement with the NCAA, extending its product
         licensing partnership through 2000.  Huffy manufactures and
         markets a variety of basketball system brands, including
         Huffy Sports, Sure Shot and Hydra-RIB (Huffy Sports).  Huffy
         was profiled in the MILWAUKEE JOURNAL SENTINEL.  Hydra-RIB
         backboards will be used in both the men's and women's Final
         Fours this year (MILWAUKEE JOURNAL SENTINEL, 3/8)....Fuzzy
         Zoeller is developing his own line of BBQ and steak sauces
         with assistance from Mark's Feed Store, a small restaurant
         chain in KY and IN (GOLFWEEK, 3/7 issue)....After an absence
         of "more than five years," Honda is returning to F-1 racing. 
         Honda will own its own engine, chassis and management teams,
         but has yet to decide the "structure of the racing team and
         actual timing" of the return (FINANCIAL TIMES, 3/10).
              NOTES: In N.Y., Constance Hays examines soft-drink
         sponsorships in America's high schools, calling it the
         "latest battleground in the cola wars" (N.Y. TIMES, 3/10).
         ...Chevrolet presented Tara Lipinski with a '98 Cavalier Z24
         Convertible in honor of her winning the Olympic gold medal. 
         Chevrolet also announced a two-month arrangement to become
         the official automotive sponsor of the Detroit Skating Club
         (DSC), including signage and a Cavalier put on display at
         the club.  Lipinski is a member at the DSC (Chevrolet).
         Lipinski will not defend her title later this month at the
         world championships in Minneapolis due to illness (DETROIT
         FREE PRESS, 3/10)....In a decision "that virtually insures
         the continued flourishing of the multibillion-dollar 'gray
         market' in unauthorized imports," the Supreme Court ruled
         that U.S. manufacturers "cannot invoke the protection of
         copyright law to block the domestic sale of products they
         originally sold at a discount overseas."  Once a product is
         sold in an authorized manner, the copyright owner has "no
         further control" over the product's fate (N.Y. TIMES, 3/10).

    Print | Tags: Formula One, General Motors, NCAA

              The latest figures from the SnowSports Industries
         America trade show indicate that 50,000 pairs of snowshoes
         were sold in stores in December '97, according to Penny
         Parker of the DENVER POST.  The 50,000 are "five times the
         number" from December '96.  For August-December '97, 75,678
         pairs of snowshoes were sold.  By comparison, ski equipment
         sales dropped 18.8% from August through December '97, and
         snowboard sales dropped 16.7% during the same period.  Gart
         Sports CEO Doug Morton: "Snowshoeing almost looks like the
         snowboard business four years ago" (DENVER POST, 3/8).  
              LODGE MEETINGS: In Denver, Andrew Hood reported that
         ski resorts throughout CO "are pushing" the state's "wide-
         open vistas and perennial good weather" as the "perfect
         venue for corporations to entertain key clients, hold
         meetings and conduct conferences."  Companies such as
         Johnson & Johnson, CBS and NationsBank "regularly shuttle in
         guests for a few days skiing" in addition to "talking
         business."  AmEx, which for the second straight year is
         flying 45 clients and their families to Beaver Creek, CO, is
         also flying in former Olympians Billy Kidd and Tamara
         McKinney to ski with the guests (DENVER POST, 3/8).  

    Print | Tags: American Express, Bank of America, CBS, Viacom

              Officials at Jordan Brand, Michael Jordan's Nike
         division, say that the original Air Jordan sneakers which
         Jordan wore on Sunday may be released again, according to
         USA TODAY.  Erin Patton, Dir of the Jordan Brand: "While the
         future growth of the Jordan Brand will be fueled by new
         product introductions, we will seek opportunities to
         supplement our core product offerings with retro footwear
         and apparel to satisfy the tremendous global appeal for
         Michael's vintage products."  Patton said that no timetable
         is set for the re-release (USA TODAY, 3/10).  
              SILENT KNIGHT? In Chicago, Phil Rosenthal details a
         scene in the upcoming film, "The Big One," by Michael Moore. 
         Moore sits down and asks Nike Chair Phil Knight about the
         "12-year old workers" in Nike's overseas plants.  Rosenthal
         notes that Knight "corrects him pointedly" by replying,
         "Fourteen."  Rosenthal: "It's a proud moment for everyone"
         (Phil Rosenthal, CHICAGO SUN-TIMES, 3/10).

    Print | Tags: Nike

              SportsChannel Florida (SCFL) will launch its "Baseball
         Night in Florida" campaign, featuring 134 regular season
         games of the Marlins (70) and Devil Rays (64).  The season-
         long promotional campaign in excess of $1M -- the biggest
         financial commitment in SCFL history -- will be supported
         through print, radio, TV and outdoor advertising and
         affiliate marketing programs that will run throughout the
         '98 MLB season.  SCFL will integrate all of its resources,
         including Internet, cross-channel promotion, affiliate
         marketing and media advertising, to support the promo.  The
         "Baseball Night in Florida" theme is branded into all facets
         of the campaign, including a new logo, which incorporates
         the SCFL logo and the logos of both teams (SCFL).

    Print | Tags: Miami Marlins, MLB, Tampa Bay Rays
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug