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SBD/5/Sponsorships Advertising MarketingPrint All
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)
COMPANYTOTAL COMPANYTOTAL Anheuser-Busch$148,869.02 MCI Corp.$61,569.98 Miller Brewing133,589.45 Coors Brewing Co.60,295.45 Chevrolet Motor118,787.50 American Honda55,356.91 Nike96,594.25 Dodge Car-Truck55,110.40 Ford Motor Co.96,296.01 American Express52,513.15 McDonald's77,129.73 Chrysler/Plymouth51,744.14 Visa International75,912.46 PepsiCo44,864.90 AT&T68,163.36 M&M/Mars42,008.86 Nissan Motor Co.67,654.23 Lincoln-Mercury40,493.18 Proctor & Gamble64,838.79 Toyota Motor Sales40,338.59TOP 10 NATIONAL ESTIMATED EXPENDITURES BY SPORT ($000)
NFL$1,295,195.701,060,810.08203,131.0731,254.56 NBA494,504.38325,662.50157,409.8010,432.08 Sports Commentary373,042.05135,693.50133,186.77104,161.78 College Basketball367,551.3655,691.30297,429.2014,430.86 MLB356,765.48299,576.2053,623.403,565.88 College Football325,239.65176,391.6099,657.9849,190.07 Motor Sports284,232.7680,421.10168,694.4135,117.25 Pro Golf263,584.01175,610.9080,751.867,221.25 NHL138,554.7346,077.8075,913.9316,563.00 Sports Anthology122,333.0644,578.6073,444.434,310.05
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).
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).
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).
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).