SBD/3/Sponsorships Advertising Marketing

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  • A-B SIGNS $120M "MNF" PACT; IS NFL SPRINTING FOR MORE CASH?

              Anheuser-Busch has signed a $120M ad pact with ABC's
         "Monday Night Football" that runs through 2001, "kicking off
         what's expected to be a season of record spending levels"
         for NFL broadcasts, according to Arndorfer & Jensen of AD
         AGE.  A-B "got a break from ABC for committing early to a
         long-term deal."  As part of the new pact, which replaces a
         deal due to expire in '99, A-B will pay $1.75M for a total
         of five units per game, or $350,000 per spot, during the
         first two years of the deal.  In the final two years, A-B
         will pay $2M for five units per game, or $400,000 per spot. 
         The company also plans to spend "about" $10M to advertise on
         preseason and postseason games on ABC (AD AGE, 3/2 issue).
              SPRINTING TO A DEAL? In other NFL sponsor news, "thorny
         negotiations loom" for the league and Sprint "as they enter
         the final year of a $24 million-a-year pact."  Last season,
         "as part of a broader deal," Sprint placed its logo on the
         headsets of NFL coaches, "generating visibility worth tens
         of millions of dollars."  NFL owners, "seeing the visibility
         as an added bonanza for Sprint, decided they want more" for
         the package.  Although negotiations haven't started,
         "executives close to Sprint" say the company "is balking" at
         "what is believed to be about" a $10-15M increase.  AD AGE's
         Arndorfer & Jensen write that the NFL "would consider
         selling the headsets separately, if it can't get the price
         it wants for telecommunications."  According to The Sponsors
         Reports, Sprint received 3:33 of air time from the headsets
         during the Super Bowl, valued at $9.23M (AD AGE, 3/2 issue). 
         
    

    Print | Tags: ABC, Anheuser Busch, NFL, Sprint, Walt Disney
  • BRANDWEEK NEWS & NOTES: ALL SPORT SIGNS A SMASHING DEAL

              PepsiCo's All Sport brand signed on as the first
         presenting sponsor of The Cartoon Network's Smash Tennis
         youth initiative.  The "high six-figure" deal includes All
         Sport's first media buy on the net, along with sampling
         rights, event signage and tractor trailer signage carrying
         the equipment on the 18-city tour (BRANDWEEK, 3/2 issue).
              NOTES: BRANDWEEK's Terry Lefton reports that Service
         Merchandise has signed Chris Evert and her mother as
         "spokesmoms" for its Mother's Day promo.  Both will appear
         on the cover and inside "glossy" inserts in 22 million
         newspapers, along with 7 million in-store flyers....Sports
         Illustrated has extended its worldwide TOP Olympic
         sponsorship for eight years through the 2006 Athens Games. 
         SI has been a TOP sponsor since '80....Reebok signed Hawks G
         Steve Smith for three years "at about" $1M.  Smith, repped
         by Dallas-based The Marketing Arm, is "also cutting spots"
         for BellSouth (Terry Lefton, BRANDWEEK, 3/2 issue).
    
    

    Print | Tags: All Sport, Atlanta Hawks, PepsiCo, Reebok, Sports Illustrated, Time Warner
  • COMING OUT OF ITS SHELL TO SUPPORT THE LPGA

              Shell Oil Co. has become the official gasoline of the
         LPGA.  Shell will also be an exclusive advertiser for the
         '98 Mercury LPGA Series on ESPN and ESPN2.  As part of the
         deal, Shell will have the option to extend the terms of the
         agreement for another two years and will be able to use the
         LPGA logo in its advertising and marketing efforts (Shell).
              
    

    Print | Tags: ESPN, LPGA, Walt Disney
  • MARKETPLACE ROUND-UP

              NAMES: adidas, as part of its "aggressive marketing
         strategy in the Indian market," has signed South Asia's
         leading cricketer, Sachin Tendulkar, to a six-year contract. 
         The company also signed India's Mahesh Bhupathi and Leander
         Paes, the world's No. 3 men's doubles tennis team to an
         endorsement deal (AD AGE, 3/3)....Cardinals QB Jake Plummer
         hired NJ-based Integrated Sports Int'l to handle his
         marketing and business endeavors (ISI)....Jets WR Wayne
         Chrebet has signed with Sports Specialties to endorse its
         line of NFL Pro Line headgear for the '98-'99 season (Sports
         Specialties)....Amanda Coetzer will switch from Prince's
         Thunder 750 racket to the new ThunderLite Longbody (Prince).
              NOTES: Conde Nast Sports for Women said its April issue
         will close with 117 ad pages, making it the largest issue
         since the magazine's launch in October of '97.  The issue
         will feature 12 new advertisers: Citizen Watch, Claritin,
         Clorox, Gerber Blades, GNC, Marin, Monistat, Re-Nu Multi-
         Plus, REI, Rollerblades, Salomon and Shimano (Conde Nast).
         ...ADWEEK's "Magazine Review" reports that a 4-color full-
         page ad in ESPN Magazine runs for $21,700 (ADWEEK, 3/2).
         ...Talks "are underway" between NASCAR and Anheuser-Busch
         concerning the NASCAR Busch Grand National Series to get A-B
         "more involved," with a possible name change to the series. 
         The move "is reportedly to give the series a brand sponsor
         with a much larger advertising budget" (NSSN, 2/25 issue).
      
    

    Print | Tags: Anheuser Busch, ESPN, NASCAR, New York Jets, NFL, Walt Disney, Washington Nationals
  • NIKE, DOING ITS A-B-C'S, IS HOPING ITS ALPHA-BET WILL WORK

              The manufacturing of new sneaker models at Nike is
         examined by Bill Richards of the WALL STREET JOURNAL under
         the header, "Tripped Up By Too Many Shoes, Nike Regroups."
         After "years of convincing buyers they need such sneaker
         innovations as air bags and see-through heels," Nike's head
         of sneaker research, Mario Lafortune, "concedes it is
         getting harder to come up with innovations that people can
         easily see."  Richards writes that Nike now "has a new game
         plan.  Instead of endless innovations, it is revving up its
         marketing machine to new heights."  Under its "Alpha,"
         program, Nike will market its most expensive apparel,
         sporting goods and sneaker products as one unit, "under the
         same 'halo.'"  One ad may feature a model wearing a Nike
         watch, Nike sunglasses, a Nike Jacket and Nike sneakers. 
         Nike will also use certain "Alpha Athletes" -- Tiger Woods,
         for example -- wearing Nike "from head to toe."  The "Alpha
         approach" will begin at the end of the year.  The "onset of
         the Alpha program coincides with a backlash against an
         endless stream of new Nike models with little to distinguish
         them from one another" (WALL STREET JOURNAL, 3/3).
              LOSING ITS GRIP? In Dallas, Richard Alm writes under
         the header, "Nike Feels Pinch In Its Pocketbook."  Alm: "All
         the sudden, Nike no longer looks like an unstoppable cash
         machine. ... Nike remains formidable and profitable, so it's
         not going away.  Without a doubt, the company will continue
         to be a potent force in sports marketing.  Any retreat,
         though, will send ripples through sports -- just because
         Nike is so big" (Richard Alm, DALLAS MORNING NEWS, 3/3).
    
    

    Print | Tags: Nike
  • SPALDING! JUDGE RULES AGAINST CALLAWAY IN BALL DISPUTE

              U.S. District Judge Alicemarie Stotler ruled yesterday
         against Callaway Golf Co., saying that "there was no
         consumer confusion created" by Spalding's ad campaign for
         its new Top-Flite balls, according to Ron Sirak of the AP. 
         Callaway filed suit asking for a court order "stopping
         Spalding from using Callaway's trademarks and images on its
         packaging."  Spalding's promo material claims that its Top-
         Flite Ball/Club System C ball is designed for "maximum
         performance when used with" Callaway's Great Big Bertha
         drivers.  John Hoagland, Managing Dir of Spalding's Golf
         Ball Division, said Judge Stotler "complimented Spalding on
         innovative marketing."  Spalding plans to ship the balls
         next week.  Sirak writes that Callaway "is not out of legal
         options" and is likely to "continue with its effort to stop"
         the Top-Flite ball.  Callaway VP/Advertising & PR Larry
         Dorman: "The court has left the door open for us to come
         back with evidence of consumer confusion or evidence that
         the product does not do what it says" (AP/DET. NEWS, 3/3). 
         For news on Callaway Golf's earnings report, see (#20).
    
    

    Print | Tags: Callaway Golf, Russell Athletic
  • WHAT DOES WNBA "GOT NEXT" FOR 2ND SEASON? "JOIN IN" CAMPAIGN

              The WNBA's '98 promotional campaign, "Join In," will be
         formally introduced this Sunday during the Bulls-Knicks game
         on NBC.  The 30-second spot features WNBA players Ruthie
         Bolton-Holifield, Cynthia Cooper and Nikki McCray singing
         together, asking fans to "join in" the upcoming WNBA season. 
         The campaign will be supported through print, TV and radio
         ads and courtside signage.  Beginning Sunday, "Join In" ads
         will appear during all '98 NBA regular season and playoff
         games on NBC, TBS and TNT and on other national NBA
         programming.  Spots also will run on ESPN, ESPN2, MTV,
         Classic Sports Net, FSN, DBS and during NBA games on ESPN
         Radio.  Each NBA team will utilize the WNBA ad campaign in-
         arena and on team TV/radio broadcasts.  In the ten WNBA
         markets, the campaign will include a local tag.  Also
         featured in the campaign are Rebecca Lobo and Sheryl
         Swoopes.  The campaign was developed by NBA Entertainment,
         in conjunction with Berlin Cameron & Partners, NY (WNBA).
              "PIED PIPER THEME": AD AGE's Jeff Jensen reports that
         the NBA "is following last year's successful strategy of
         dedicating its marketing and media resources during the
         second half of the current season to promote its sister
         league."  The first spot with Bolton-Holifield, Cooper and
         McCray "in street clothes at a playground inviting young men
         and women to jump on the WNBA bandwagon" has them singing "a
         catchy gospel-inspired anthem."  WNBA President Val Ackerman
         calls it a "pied piper theme": "Last year, there was an
         incredible connection between players and fans.  We wanted
         to play on that theme: Join in, be part of what's happening
         at our arenas and on television."  The NBA wouldn't disclose
         the "value of the media" campaign (AD AGE, 3/2 issue).
    
    

    Print | Tags: Cablevision, Chicago Bulls, ESPN, NBA, NBC, New York Knicks, News Corp./Fox, TBS/TNT, Time Warner, Walt Disney, WNBA
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