SBD/11/Sponsorships Advertising Marketing

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  • BONDS MARKET: HE'S GOT NO ENDORSEMENTS, NOT EVEN FREE SHOES

              The MLB Giants' Barry Bonds was profiled by Bob
         Nightengale of USA TODAY BASEBALL WEEKLY.  Bonds spoke about
         his career, his relationship with the media and the fact
         that he has no endorsement deals.  Bonds: "Look, white
         America is only going to hand-pick so many black players to
         be a spokesman.  What can you say, I wasn't the chosen one." 
         On his bad-boy image: "I see guys doing stuff and saying
         stuff 10 times worse than me and they get away with
         everything.  Come on, dude, you think if I stayed in a
         separate hotel from the team like Cal Ripken nothing would
         be said?" (USA TODAY BASEBALL WEEKLY, 3/11 issue).
              NIKE SAYS FILA LATER: Bonds "may be the only player in
         all of baseball who doesn't get free shoes."  While not
         under contract, he had been getting shoes from Nike and
         certificates worth $2,000 in apparel.  But after wearing
         Filas in a series last September, Nike ended the free shoes
         and gift certificates.  Bonds: "Nike got so (teed) off. 
         They tell me, 'We don't need Barry Bonds.'  I've got to be
         the only three-time MVP who has got to buy his own shoes." 
         Nike Dir of Baseball Sports Marketing Bill Frishette said,
         "We made an offer to him four or five years ago, before
         [Ken] Griffey was even taken care of. ... [S]ix figures, and
         he turned us down.  His quote to me was: 'I've won more MVPs
         than Charles Barkley, so I should get paid more than
         Barkley.  It's not worth it to me.'  I told him it doesn't
         work that way" (USA TODAY BASEBALL WEEKLY, 3/11 issue).
    
    

    Print | Tags: Fila USA, Nike, San Francisco Giants
  • MARKETING 101: NEW PUMA ADS GO BACK TO BASKETBALL BASICS

              Puma's new basketball ad campaign "forgoes pro
         endorsers in favor of the potentially risky strategy of
         using high-school" basketball players, according to Jeff
         Jensen of AD AGE.  The "Back to the Game" campaign, from PA-
         based Gyro Worldwide, will have TV and print support.  The
         young players used in ads "are from Puma's strongest
         markets:" Chicago, Detroit, Houston, Philadelphia, N.Y., and
         L.A.  Jensen writes that some footwear companies have been
         "criticized for targeting and wooing high school" players,
         but Puma Chief Creative Officer Antonio Bertone said that
         the athletes featured in the new ads "aren't being paid, and
         therefore they shouldn't be considered endorsers."  He noted
         that Puma will stop using the athletes in their senior year
         in order to protect their NCAA eligibility.  Puma, whose '98
         ad budget will be 15% of sales, will begin airing the spots
         nationally during the NBA playoffs (AD AGE, 3/9 issue).
    
    

    Print | Tags: NBA, NCAA, Puma
  • MARKETPLACE ROUND-UP

              DEALS: Nintendo signed Kobe Bryant to an endorsement
         deal and rebranded its "NBA Courtside" to "Kobe Bryant's NBA
         Courtside" (BRANDWEEK, 3/9 issue)....Taylor Made Golf signed
         an endorsement deal with PGA European Tour player Thomas
         Bjorn, giving the company three of the top six players on
         the '98 money list: Ernie Els, Bjorn and Retief Goosen
         (GOLFWEEK, 3/7 issue)....World Champion Triathlete Michellie
         Jones has signed on to endorse MET-Rx Engineered Nutrition,
         which produces high protein, low fat nutritional drink mix
         and food bars (MET-Rx)....Soccer star Carla Overbeck
         selected Sue Rodin of NY-based Stars & Strategies as her
         exclusive marketing agent.  Overbeck currently has a multi-
         year endorsement deal with Fila Sports, the company's only
         female soccer player (Stars & Strategies).
              NOTES: Hasbro will run TV spots this year touting
         separate Nerf products.  One of the spots will support
         Hasbro's marketing alliance with the NFL (AD AGE, 3/9)....
         MA-based information storage company EMC will be the title
         sponsor of the Senior PGA Tour's Kaanapali Classic through
         2000.  Previously a presenting sponsor, EMC has a three-year
         option to continue its deal through 2003 (PGA Tour).
    
    

    Print | Tags: Dallas Stars, Fila USA, NBA, NFL, PGA Tour, Southwest Sports Group, Washington Nationals
  • THE NEED FOR SPEED: ESPN GOES EXTREME AND VICE VERSA

              Bill Donahue examines ESPN's foray into extreme sports
         in today's N.Y. TIMES.  Donahue writes that extreme sports
         are now "increasingly about money."  Donahue: "Mini-
         industries sprout up around each nascent sport the moment
         it's born, and the manufacturers, tour promoters and
         impresarios of Web sites ... all desperately need ESPN. ...
         ESPN holds the power to make a sport chic."  ESPN
         spokesperson Josh Krulewitz said the network "will continue
         to promote the X Games brand vigorously."  The games'
         soundtrack is now available on a CD, and in April, ESPN's
         roadshow, "Xperience," will begin a 10-city tour.  About the
         same time, ESPN will make its first foray into extreme
         fashion, with JCPenney marketing a line of X Games T-shirts
         and hats.  Krulewitz said the new line is aimed "at a young
         audience ... 12 through 34.  They'll have a hip design, and
         I think they'll sell very well" (N.Y. TIMES, 3/11).
    
    

    Print | Tags: ESPN, Walt Disney
  • THE ROOTS OF ROSS: SNOWBOARDER TO INK FIRST SPONSOR DEAL

              Ross Rebagliati is expected to announce his first major
         sponsorship deal with Roots Canada this morning, according
         to Justin Kingsley of the CP.  Roots spokesperson Raymond
         Perkins: "We're signing up Ross as a spokesperson -- we'll
         use posters and develop a line of Ross Rebagliati snowboard
         wear."  Rebagliati's rep, IMG's Nathalie Cook, said five to
         six "non-equipment companies" are interested in Rebagliati,
         as are "three goggle and board companies" (CP, 3/11).
              THE GREAT ONE: In Toronto, Steve Buffery reports that
         Wayne Gretzky contacted IMG about representing Rebagliati. 
         Nathalie Cook: "Literally, Wayne went straight to [his agent
         Michael Barnett] and said, 'You've got to talk to this kid.' 
         And that's how we got him."  Cook, on Rebagliati: "Kids
         think he's cool for two reasons -- he told the truth and he
         stuck up for his friends.  And kids can smell somebody who's
         not being honest.  His message to the kids is, 'You know you
         make decisions in life and those decisions have consequences
         and be aware of that'" (TORONTO SUN, 3/11).  
    
    

    Print | Tags: IMG
  • WNBA PARTNER WILL AGAIN CHAMPION FIGHT AGAINST BREAST CANCER

              Champion Products will expand its commitment to the
         fight against breast cancer via its partnership with the
         WNBA.  Champion will again donate a portion of its sales of
         WNBA apparel to the National Alliance of Breast Cancer
         Organization (NABCO) in '98.  In addition, Champion will
         feature the NABCO name and a pink ribbon on all WNBA point-
         of-sale materials and garment hangtags (Champion).
    
    

    Print | Tags: WNBA
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