Sunoco Debuts "Essence Of Racing" Campaign Isiah Thomas Expected Backlash Over Hiring Jeff Gordon Hired As Full-Time Analyst For Fox "SNF" Leads Primetime For Fourth Time Mets See Another Revenue Dip At Home MLB Looking Closer At Holding Games Abroad Many Indifferent Toward New Extra Point Rule Goodell Open To New Info From Brady Deflategate Affects Brady's Endorsement Value Bruton Smith Elected To NASCAR HOF
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SBD/24/Sponsorships Advertising Marketing
Published March 24, 1998
BRANDWEEK NOTES: Terry Lefton reports that Service Merchandise will be the presenting sponsor for MLB's Home Run Derby during the All-Star Break, airing July 6 on ESPN. Service Merchandise's "foray into sports" is being run by new marketing exec Chuck Kremers, who led True Value into MLB, NASCAR and NFL sponsorships....Dorothy Hamill, Nancy Kerrigan and Nicole Bobek will appear in a print campaign for Aetna/U.S. Healthcare breaking this spring. It will promote heart health and warn about the high incidence of heart problems among women....While Bell Atlantic recently inked a sponsorship pact with the Atlantic 10 Conference, the company could not come to terms on a proposal to rename it the Bell Atlantic 10. The deal "would have cost two to three times the mid-six-figure deal" that was consummated, and the A-10 would have "become the first conference to sell its name"....Hershey has signed a two-year sponsorship deal with Strike Ten that gets it sponsorship of the National Family Bowling Tournament, access to the association's 6,000 bowling centers and promotional rights (BRANDWEEK, 3/23). NOTES: The WNBA's inaugural season "won gold" in the sports and entertainment category at the American Marketing Association's Edison Awards (AD AGE, 3/23 issue)....UT men's basketball coach Rick Majerus signed an exclusive rep agreement with IL-based Intersport Management for contract negotiations, endorsements and appearances (Intersport). ...In N.Y., Richard Wilner notes a source who said that Cablevision, which bought electronics chain Nobody Beats the Wiz, will renovate the stores and decorate the interiors with "classic" MSG sports photos (N.Y. POST, 3/24).