SBD/5/Sponsorships Advertising Marketing

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  • CLIP AND SAVE: TOP SPORTS ADVERTISING SPENDERS IN '97

              The following is Nielsen Sports Marketing Service's
         spotlight series on sports sponsorships.  The first chart
         indicates the Top 20 sports advertisers ($000) in total
         expenditures for '97 (January-December), followed by the Top
         10 national estimated expenditures by sport ($000) for the
         same period (Nielsen Sports Marketing Service):
    
                
    
    TOP 20 LEADING SPORTS ADVERTISERS ($000)
     
    COMPANY
    TOTAL
    COMPANY
    TOTAL
    Anheuser-Busch
    $148,869.02
    MCI Corp.
    $61,569.98
    Miller Brewing
    133,589.45
    Coors Brewing Co.
    60,295.45
    Chevrolet Motor
    118,787.50
    American Honda
    55,356.91
    Nike
    96,594.25
    Dodge Car-Truck
    55,110.40
    Ford Motor Co.
    96,296.01
    American Express
    52,513.15
    McDonald's
    77,129.73
    Chrysler/Plymouth
    51,744.14
    Visa International
    75,912.46
    PepsiCo
    44,864.90
    AT&T
    68,163.36
    M&M/Mars
    42,008.86
    Nissan Motor Co.
    67,654.23
    Lincoln-Mercury
    40,493.18
    Proctor & Gamble
    64,838.79
    Toyota Motor Sales
    40,338.59

     

    TOP 10 NATIONAL ESTIMATED EXPENDITURES BY SPORT ($000)
     
    SPORT
    TOTAL
    NETWORK
    CABLE
    SYNDICATE
    NFL
    $1,295,195.70
    1,060,810.08
    203,131.07
    31,254.56
    NBA
    494,504.38
    325,662.50
    157,409.80
    10,432.08
    Sports Commentary
    373,042.05
    135,693.50
    133,186.77
    104,161.78
    College Basketball
    367,551.36
    55,691.30
    297,429.20
    14,430.86
    MLB
    356,765.48
    299,576.20
    53,623.40
    3,565.88
    College Football
    325,239.65
    176,391.60
    99,657.98
    49,190.07
    Motor Sports
    284,232.76
    80,421.10
    168,694.41
    35,117.25
    Pro Golf
    263,584.01
    175,610.90
    80,751.86
    7,221.25
    NHL
    138,554.73
    46,077.80
    75,913.93
    16,563.00
    Sports Anthology
    122,333.06
    44,578.60
    73,444.43
    4,310.05

     


     

    Print | Tags: American Express, Anheuser Busch, ATT, DaimlerChrysler, General Motors, M&M/Mars, McDonalds, MLB, NBA, NFL, NHL, Nielsen, Nike, Nissan, PepsiCo, Toyota, Visa
  • CNN/SI LINES UP SPONSORSHIPS FOR TEN ADVERTISERS

              CNN/SI has signed sponsorships for ten advertisers that
         gives them added on-air exposure and ownership of select
         promotional vignettes.  Each sponsorship generally provides
         on-air billboards in addition to the advertiser's 30-second
         spot, category exclusivity and tie-ins to special vignettes. 
         LCI Int'l is sponsoring the network's "Page One"; Mazda
         Motor Corp., "Game of the Week"; Delta Air Lines, "PGA
         Leaderboard"; Holland America Westours, "PGA Senior
         Leaderboard"; Coca-Cola and Shell Oil co-sponsor "NASCAR
         Minute"; CIBA Vision Corp., "SI Images"; Samsung
         Electronics, "Olympic Update"; Electronic Data Systems,
         "World Cup Update"; and Mutual Life Insurance, the "Baffler"
         trivia segment.  CNN/SI said the new sponsorships have
         helped drive its total ad revenues up about 40% (CNN/SI).
              
    

    Print | Tags: Coca-Cola, NASCAR, PGA Tour, Sports Illustrated, Time Warner
  • KWAN'S MARKETING POTENTIAL STILL GOLDEN, AS IS TARA'S

              The post-Olympic marketing of Michelle Kwan and Tara
         Lipinski is examined by Greg Johnson in the L.A. TIMES. 
         Kwan "won the race" for the first post-Nagano endorsement
         with her deal with Unilever.  Shep Goldberg, Kwan's agent:
         "This isn't a 100-yard dash.  It's more like a marathon. 
         This isn't about Michelle looking to score as quickly as
         possible or to get as much as she can.  Michelle and her
         parents see this as a long-term investment."  Johnson writes
         that despite not winning gold in Nagano, Kwan's marketing
         potential remains "sound."  Also listed is Foote, Cone &
         Belding's forecast on post-Olympic marketing potential, and
         it gives the "Gold" to Lipinski.  FCB's Bob Dorfman: "She's
         a sweet choice for long-term deals."  "Silver" went to
         Picabo Street: "An irrepressible personality with an
         inspiring story ... and, of course, there's that
         unforgettable name."  "Bronze" went to Jonny Moseley, Kwan
         and Cammi Granato.  Dorfman, on Moseley: "He's fresh, funny,
         hunky and very cool on camera" (L.A. TIMES, 3/5).
    
    

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  • MARKETPLACE ROUND-UP

              Fanzz, the licensed product chain owned by the Jazz,
         added four stores in NM to bring its store count to 26 (SGB,
         2/25 issue)....A second Brett Favre Steakhouse is being
         proposed for Green Bay (MILWAUKEE JOURNAL SENTINEL, 3/5).
         ...In L.A., Denise Gellene reviews ESPNews promo spots
         around "The Rick," the "grubby sports fan" who talks about
         his sports memorabilia collection: "The Rick comes off as a
         genuine sportsaholic.  But his obsession lacks the zany
         quality of sports fanatics depicted in ads for other ESPN
         services.  It seems The Rick needs to get a life -- or at
         least a shower"  (L.A. TIMES, 3/5)....Callaway Golf
         President & CEO Donald Dye said that despite the preliminary
         ruling allowing Spalding to ship its new golf balls marketed
         around Callaway's Big Bertha, "we are confident that we will
         prevail once we have the opportunity to present our evidence
         to the court at the appropriate time" (Callaway).
    
    

    Print | Tags: Callaway Golf, ESPN, Russell Athletic, Utah Jazz, Walt Disney
  • NIKE MOVES AIR JORDAN RELEASE; WHAT TO DO WITH EMPTY SHOES?

              Nike announced plans to move all future release dates
         of its Air Jordans to non-school days in an effort to curb 
         students skipping school.  The next release, the third color
         of the Air Jordan 13, which was scheduled for Wednesday,
         March 25, has been moved to Saturday, March 28 (Nike).
              STORES STUFFED? An SGB report says that there are "more
         than seven million pairs of athletic footwear landing on
         U.S. soil without having been sold into retail."  According
         to insiders, five of the seven million are Nike shoes, and
         the report says that a "major national discount chain" has
         agreed to buy an undisclosed number of Nike Air Max Triax
         running shoes -- normally priced over $100 -- and will
         retail them for $30.  Nike Dir of Investor Relations Rick
         Anguilla also said that Nike will open 15 more outlet stores
         by May, bringing the total to 55 in the U.S. (SGB, 2/25).
    
    
    

    Print | Tags: Nike
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