SBD/2/Sponsorships Advertising Marketing


          Buoyed by their new logo and uniforms, the Buccaneers
     went from 28th to 16th place in sales of NFL licensed
     merchandise in '97 (USA TODAY, 3/2)....CA-based No Fear,
     "famous for outfitting skaters and surfers," has re-designed
     the logo of the AFL Orlando Predators.  The new logo is No
     Fear's first pro sports design (ORLANDO SENTINEL, 3/1)....In
     N.Y., Kimberly Stevens wrote that Gatorade's newest flavor,
     Midnight Thunder, "is the shade of black leather jackets,
     black jeans and black hair dye.  The company hopes the shock
     value will appeal to customers, particularly young ones." 
     Gatorade Dir of Marketing Communications P.J. Sinopoli, on
     the new blackberry flavor: "This product has an in-your-face
     attitude that teens seems to love.  It's important to stay
     hip with youth" (N.Y. TIMES, 3/1)....In Denver, Penny Parker
     examined CO-based Bolle, which signed Picabo Street shortly
     before the Olympics.  Gart Sports VP/Marketing Fran Victor:
     "If they get Picabo out making personal appearances wearing
     Bolle sunglasses and endorsing them, it will amplify (the
     brand)."  Other athletes who endorse Bolle products include
     Martina Hingis and Jacques Villeneuve (DENVER POST, 3/1).

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