SBD/23/Sponsorships Advertising Marketing

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  • GM HOPES TO ATTRACT WOMEN CONSUMERS THROUGH WNBA SPONSORSHIP

              GM's $3.5M sponsorship of the WNBA is an attempt "to
         build relationships with women, who are estimated to make 80
         percent of the consumer buying decisions in America today,"
         according to Jon Pepper of the DETROIT NEWS.  GM's
         involvement comes "at two levels," at the "higher end," GM
         is buying commercial time on the WNBA's TV broadcasts, and
         at the "lower end," it is using grassroots marketing, having
         WNBA players represent it at schools, shopping centers and
         charitable events.  GM VP/North American Advertising &
         Marketing Philip Guarascio: "There's a purity about the
         game, an innocence that gives it more of an Olympic feel
         than an NFL feel."  Mark Hines, GM's Assistant Brand Manager
         for Buick Regal: "We're not looking at it as political
         correctness.  It's a great opportunity to connect with
         people."  Meanwhile, the WNBA expansion Detroit Shock has
         sold 17,000 tickets for its June 13 opener, and Palace
         Sports & Entertainment President Tom Wilson said he expects
         a league-record 22,000 for the game (DETROIT NEWS, 3/22).
    
    

    Print | Tags: General Motors, NFL, Palace Sports & Entertainment, Wilson Sporting Goods, WNBA
  • MARKETPLACE ROUND-UP

              AGENCY NEWS: Fleer/SkyBox Int'l named FCB, NY, to
         handle its SkyBox trading cards, from Rockett, Burkhead,
         Lewis & Winslow, NC.  Spending was estimated at less than
         $5M (AD AGE, 3/23)....In N.Y., Stuart Elliott writes
         advertising execs predict that under new Chief Marketing
         Office Charles Frenette, Coca-Cola is "likely to concentrate
         its relationships with a few larger core agencies while
         retaining several smaller shops for creative alternatives"
         (N.Y. TIMES, 3/23).  Coca-Cola spokesperson Bob Bertini: "We
         don't anticipate an immediate change in our approach to
         agencies" (WALL STREET JOURNAL, 3/23).
              OTHER NOTES: In NJ, Colin Stephensen reported that
         money might "have been a factor" in Seton Hall basketball
         coach Tommy Amaker's decision to withdraw his name from
         consideration for the Univ. of MI's head coaching job. 
         Amaker's three-year contract at Seton Hall pays him about
         $350,000 annually, and his shoe contract with Fila "pays
         about the same."  Michigan has an exclusive contract with
         Nike, "meaning its coaches cannot negotiate their own deals
         for extra income" (Newark STAR-LEDGER, 3/21).  But Amaker
         later said "money was never the issue" (STAR-LEDGER, 3/22).
         ...David Letterman will sponsor Indy Lights driver Tim Moser
         for the remainder of the season (HOUSTON CHRONICLE, 3/21).
         ...In Tampa, Dillard's department store violated MLBP's logo
         policy Thursday when it included an unauthorized photo of
         Devil Rays OF Dave Martinez in uniform in a full-page ad in
         the St. Petersburg Times.  Martinez was to have appeared at
         a Dillard's store.  Friday, Dillard's apologized on a full-
         page ad in the newspaper, saying, "Dillard's deeply regrets
         this unauthorized use."  Martinez's appearance was cancelled
         (TAMPA TRIBUNE, 3/21)....Angels OF Tim Salmon will appear in
         an ESPN "Net Boy" spot.  Salmon, who has never been selected
         to an All-Star team: "The guys who make the All-Star team
         are consistently out there, and that's where I realize I may
         be hurting myself. ... But I'm starting to get old, and I
         want to go to the All-Star game" (L.A. TIMES, 3/22).
    
    

    Print | Tags: LA Angels, Anaheim Sports, Coca-Cola, ESPN, Fila USA, Nike, Tampa Bay Rays, Walt Disney
  • MASHANTUCKET PEQUOTS INK $1.51M DEAL WITH USA BOXING

              USA Boxing will receive $1.51M from the Mashantucket
         Pequot Tribal Nation in CT in a three-year sponsorship deal
         announced Friday for a series of bouts at its Foxwoods
         Resort Casino, according to Terry Price of the HARTFORD
         COURANT.  The sponsorship "is the first by an American
         Indian tribe for a U.S. Olympic national governing body." 
         USA Boxing President Gary Toney said that the pact is the
         largest signed by USA Boxing (HARTFORD COURANT, 3/22). 
         Under the sponsorship, USA Boxing will stage four events in
         each of the next three years at Foxwoods.  It held events in
         '94 and '95 at the casino.  The agreement calls for
         sponsorship amounts of $456,000 the first year, $501,000 the
         second and $556,000 the third.  The first Foxwoods event
         will be a dual match May 9 between the U.S. and Mexico.  The
         series of events will culminate with USA Boxing staging its
         2000 Olympic box-offs there (WASHINGTON POST, 3/23).
              MEET ME TONIGHT IN ATLANTIC CITY: The resurgence of
         boxing in Atlantic City was examined by John Hassell of the
         Newark STAR-LEDGER, who quoted Time Warner Sports President
         Seth Abraham as saying, "Right now, Atlantic City is the
         boxing capital of the world.  The boxing world has tilted
         away from Las Vegas and toward Atlantic City, although it
         will not stay that way forever."  The number of fight cards
         in NJ rose from 29 to 41 last year, while NV's dropped from
         40 to 31.  Furthermore, NJ's revenue rose 218% between '96
         and '97, while NV's fell 13% (Newark STAR-LEDGER, 3/22).
    
    

    Print | Tags: Time Warner
  • NIKE LAYOFFS HIT 480 IN ASIA; VIETNAM FACTORIES PROFILED

              Nike said Friday that it will cut 480 jobs in Asia,
         accounting for about 30% of its global reductions, according
         to Didi Tatlow of the AP.  Nike spokesperson Martha Benson
         said that Asia's economic troubles have "hurt sales" in the
         region.  Benson: "The cost of a shoe suddenly grows quite
         significant when your currency drops in half."  Nike's
         22,000 person global work force will be cut by 7%,
         accounting for $30M-$45M of an estimated $175M in
         restructuring costs.  Benson did not give details as to
         where the Asian job cuts would occur (AP, 3/21). An
         OREGONIAN editorial Friday addressed Nike's Asian layoffs:
         "[M]aybe there's one bright side to this story.  Maybe now
         the U.S. labor activists who have made such a stink about
         the 'exploitative' manufacturing jobs in Nike's Asian
         subcontractors will lay off for a bit" (OREGONIAN, 3/20).
              OR, THEN AGAIN, MAYBE THEY WON'T: In its "occasional
         series on chasing cheap sweatshop labor," the PHILADELPHIA
         INQUIRER examines Nike's contracting out to Vietnamese
         factories under the header, "Vietnam Gives Nike A Run For
         Its Money."  In a front-page piece, Jennifer Lin writes that
         Nike's foray into Vietnam "has been anything but business as
         usual for Nike in its constant global search for cheap
         labor."  Although the company "found the eager, low-wage
         workforce it covets, it did not bargain on such a rude
         welcome from this Communist nation, where more than lip
         service is paid to  workers' rights.  Nor did it anticipate
         hostile local press coverage in a nation with no free
         press."  For Nike, one out of every ten pairs of its shoes
         now comes from Vietnamese subcontractors, and Lin writes
         that CEO Phil Knight will have to convince critics that
         "$1.84 a day is a fair wage for Vietnamese workers"
         (PHILADELPHIA INQUIRER, 3/23).  In a related piece, PA State
         Rep. Robert Belfanti has proposed a resolution that would
         "force" Penn State Univ. to sever its ties with Nike because
         of the company's "reported mistreatment of Asian workers." 
         Penn State recently extended its original deal which was
         signed in '94 worth $2.6M over three years (INQUIRER, 3/23).
         
    

    Print | Tags: Nike
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