SBD/19/Sponsorships Advertising Marketing

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  • BUICK RE-UPS SPONSORSHIP OF PGA TOUR STOP; LPGA DEBUTS ADS

              Buick Motor Division announced that it will retain
         sponsorship of the Buick Invitational PGA Tour tournament
         through 2002.  Buick assumed title sponsorship of the event,
         played at Torrey Pines in La Jolla, CA, in '92 (Buick).
              HEY, THEY CAN PLAY: The LPGA will launch its first
         agency-created ad campaign, which will begin airing today
         during ESPN's coverage of the Standard Register Ping
         tournament.  TV and print ads, from Dallas-based DDB
         Needham, will use the tag, "Hey, we can play" (WALL STREET
         JOURNAL, 3/19)....In GOLFWEEK, Lynn Henning reports that
         consumer response to Spalding's new System C and System T
         Top-Flite golf balls -- marketed around Callaway and Taylor
         Made metalwoods, respectively -- "has been much heavier than
         Top-Flite had imagined."  Spalding Sports' Kevin Martin said
         its '98 System sales projection "was reached within three
         days of the ball's release, and that orders then doubled
         during the ensuing three weeks" (GOLFWEEK, 3/14 issue). 
    
    

    Print | Tags: ESPN, General Motors, LPGA, PGA Tour, Russell Athletic, Walt Disney
  • MARKETPLACE ROUND-UP

              NJ-based Integrated Sports Int'l has been retained by
         General Mills (GMI) to serve as GMI's licensing rep for its
         Wheaties brand on non-food products (ISI)....Phil Rizzuto
         and Jim Lampley will appear in TV ads and infomercials for
         NY-based National Finance Corp. lending division (N.Y. DAILY
         NEWS, 3/19)....The marketing of Canada's Don Cherry is
         examined by Shawna Richer in the Toronto GLOBE & MAIL, who
         writes that Cherry is "the most ubiquitous media figure in
         Canada."  Richer reports that Cherry "spurns many more
         endorsement offers than he accepts" (Toronto GLOBE & MAIL,
         3/19)....ESPN Latin America added Chrysler to its
         advertising roster.  The deal includes sponsorship of ESPN's
         Spanish League Football's '98-99 season, and partnership in
         consumer promos in Brazil and Argentina (ESPN Int'l).
    
    

    Print | Tags: DaimlerChrysler, ESPN, Walt Disney, Wheaties
  • SARA LEE'S CHAMPION FOOTWEAR LINE TO BE SOLD VIA WOOLWORTH

              Sara Lee Corp.'s Champion Products unit "is re-
         entering" the athletic footwear market in a licensing
         arrangement announced yesterday with Woolworth Corp.,
         according to George Lazarus of the CHICAGO TRIBUNE.  Under
         the alliance, Woolworth will design, manufacture and retail
         running, basketball, tennis, cross-training and football
         shoes under the Champion brand name.  The line will be
         available at retail in July or August.  The deal's "big
         attraction" is that the Champion footwear line will be sold
         "exclusively through Woolworth's Foot Locker and Champs
         Sports retail chains, which number 2,000 and 650,
         respectively."  Asked if there might be a celebrity
         endorsing the new line, Champion President Michael Flatow
         said there's nothing "immediate": "There's only one
         celebrity who matters in footwear (Michael Jordan) and he's
         already taken" (CHICAGO TRIBUNE, 3/19).  For more on the
         footwear category, see (#17) and (#18).
    
    

    Print | Tags: Foot Locker/Venator Group, Sara Lee
  • WASHINGTON-ERVING MOTORSPORTS STILL LOOKING FOR TOP SPONSOR

              Julius Erving and Joe Washington, founder of
         Washington-Erving Motorsports, are "finding life at the
         racetrack a little more difficult than anticipated,"
         according to Erik Arneson of USA TODAY.  While their Grand
         National team is "up and running," the formation of a NASCAR
         Winston Cup team "has been indefinitely stalled."
         Washington-Erving has yet to secure a sponsor and its
         driver, Rich Bickle, has been "vocal" in his disillusionment
         with the organization.  Bickle: "They said they had $6
         million and were ready to go racing.  Truth was, they didn't
         have anything."  Washington-Erving President Kathy Thompson:
         "We still have companies interested; I think maybe we can
         set something up for about five races to get things rolling
         this season.  We still hope to be ready for a full schedule
         in 1999."  Arneson reported that Washington-Erving's Grand
         National sponsor, Dr Pepper, "says it is happy with its
         relationship with Washington-Erving" (USA TODAY, 3/18).
              NOTES: In Atlanta, Tom McCollister reports that Darrell
         Waltrip will sell his race team after Sunday's race at
         Darlington Motor Speedway.  Waltrip: "I've spent $1 million
         out of my own pocket so far this season, and I can't keep
         doing that" (ATLANTA CONSTITUTION, 3/19)....Ralph Sanchez
         sold his remaining 10% stake in the Miami-Dade Homestead
         Motorsports Complex to MI-based Penske Motorsports and FL-
         based Int'l Speedway Corp.  The two companies bought 80% of
         the track last year (SPEEDNET, 3/18)....In Hartford, Lori
         Riley profiles World Sports Enterprises President Patti
         Wheeler, whose company handles TV production of racing
         events.  Many women are now getting involved in motorsports,
         "mostly behind the scenes in marketing and promotions,
         television and within NASCAR" (HARTFORD COURANT, 3/19).  
    
    

    Print | Tags: Dr Pepper/7UP, Int'l Speedway Corp., NASCAR, R J Reynolds
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