SBD/14/Sponsorships Advertising Marketing

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  • AD AGE HAS A-B PONYING UP $20M FOR SUPER BOWL EXCLUSIVITY

              Anheuser-Busch is putting the "finishing touches" on a
         deal that will see it pay $20M for "exclusivity in the beer
         category and 10 Super Bowl spots" -- $2M for each 30-second
         commercial, according to Arndorfer & Ross of AD AGE.  The A-
         B spots on Fox's broadcast of Super Bowl XXXIII represent a
         54% increase from the $1.3M which most advertisers paid last
         year.  The increase is 74% more than the $1.15M NBC
         "insiders" said A-B paid for exclusive spots during Super
         Bowl XXXII.  A-B and Fox declined comment on the report, but
         Arndorfer & Ross note a source close to the deal said that
         A-B was "forced to the mat" by NFL sponsor Miller Brewing. 
         In the past, Miller has run pre-and-post game ads, but this
         year, through its media-buying Starcom Media Services, the
         source said that Miller decided on a "very smart strategy:
         that it would either get on the [Super Bowl] or make it
         very, very expensive" for A-B.  Miller last year inked a
         four-year, $300M partnership with Fox.  But while Fox "would
         love" to use the $2M as a "benchmark" for what it can charge
         for a 30-second Super Bowl spot, most media execs said such
         a plan would be "problematic" (AD AGE, 4/13 issue). 
    
    

    Print | Tags: Anheuser Busch, NBC, News Corp./Fox, NFL
  • A DILLY OF A PICKLE: DEADMARSH PUSHES HALFKOSHER DILLS

              Avalanche D Adam Deadmarsh will promote Deadmarsh Deli
         Dills, a halfkosher dill pickle new to the Denver market,
         according to Penny Parker of the DENVER POST.  Neither the
         word Avalanche nor the initials of the NHL will be on the
         jar.  Melissa Heher, Dir of Marketing of Public Label Brand
         Sports (PLB), the PA-based company that signed Deadmarsh to
         the deal: "We chose Adam because he's a cruncher player, a
         tough guy."  Heher said her company has also signed Steelers
         RB Jerome Bettis to move mustard, salsa and BBQ sauce, and
         Indians C Sandy Alomar to sell steak sauce.  Parker added
         that PLB "is also talking to Denver football and baseball
         players about condiment connections" (DENVER POST, 4/10).
         
    

    Print | Tags: Cleveland Indians, Colorado Avalanche, NHL, Pittsburgh Steelers
  • ATHLETE REPRESENTATION NEWS: TAKING ADVANTAGE OF LAWTON?

              Athlete representative Brian Lawton, who handles about
         50 clients, "is entertaining an offer from Advantage
         International to buy his business," according to Sid Hartman
         of the Minneapolis STAR TRIBUNE.  If sold, Lawton would
         continue to run the firm (Minneapolis STAR TRIBUNE, 4/10).
              OTHER NOTES: Nets F Jayson Williams has hired NJ-based
         Integrated Sports International (ISI) to manage his off-the-
         court activities.  ISI will target companies both regionally
         and nationwide (ISI)....IMG "appears to have an eye on
         superstar-in-waiting Marisa Baena," a junior golfer at the
         Univ. of AZ.  Baena said she will finish college before
         turning pro (GOLFWEEK, 3/11)....Woolf Associates signed
         former ODU women's basketball player Ticha Penicheiro. 
         Woolf VP Andrew Brandt will manage Penicheiro, who is being
         recruited by the ABL and WNBA (Woolf Associates).
    
    

    Print | Tags: IMG, Brooklyn Nets, WNBA, YankeeNets
  • KAZAAM! SHAQ WANTS TO DIRECT NEXT PEPSI SPOT; SPIKE-D HEAT

              Shaquille O'Neal's newest Pepsi spot, "Bench," will
         begin airing during the NBA playoffs.  O'Neal said that for
         his next Pepsi commercial, he would like a chance to direct
         it: "This summer I'm going to film school because I've been
         involved in a lot of commercials" (Pepsi).  
              HEAT TV: In Miami, Spike Lee yesterday filmed a 30-
         second TV spot for the Heat that will begin airing in April. 
         The $100,000 spot urges fans to buy season tickets: "You can
         Get On Now, Or Get On Later" (MIAMI HERALD, 4/16).
    
    

    Print | Tags: Miami Heat, NBA, PepsiCo
  • MARKETPLACE ROUND-UP

              Under its new Sega Sports Brand, Sega will branch out
         to clothing, sports equipment and watches, "aiming to hold
         onto consumers as they age beyond the core game-playing
         demo."  Sega also plans basketballs, snowboards and
         rollerblades, along with a line of jackets, fleeces,
         sweatshirts and hats (ADWEEK, 4/13 issue)....Derek Jeter
         appeared at a N.Y.-area Macy's yesterday to promote his new
         Fila line, "Can You Jeter?"  The store offered a special
         Fila gift signed by Jeter with all Fila men's sportswear
         purchases of $75 or more (N.Y. TIMES, 4/12).
    
    

    Print | Tags: Fila USA
  • MLB ADDS WAL-MART TO ITS ALL-STAR FAN BALLOTING PROGRAM

              MLB has expanded its All-Star Game fan balloting
         program while adding a retail partner "on every marketer's
         hit list: Wal-Mart," according to Terry Lefton of BRANDWEEK. 
         Also included in the program are Pizza Hut and CompUSA.  MLB
         will distribute a record 70 million ballots (up from 60
         million last year) between May 2 and June 21. Wal-Mart will
         distribute 20 million at 2,200 of its locations; CompUSA
         will handle 30 million inside MLB parks and 2 million in its
         156 stores; and Pepsi will distribute 18 million at Pizza
         Hut's 4,500 units.  Lefton reports that Wal-Mart, "which
         sells around 10% of MLB's domestic licensed merchandise,
         will buttress its balloting with front-of-store displays for
         licensed apparel, trading cards, videogames and Pepsi
         products."  MLB VP/Corporate Sponsorships Tom Worcester:
         "Everyone wants Wal-Mart.  But, in the first year, anything
         is a test and operational details are important to anyone
         with that many locations" (BRANDWEEK, 4/13 issue).
              VIDEO: BRANDWEEK's T.L. Stanley reports that Polygram
         plans a $5M "overhaul" of marketing, packaging and promos
         for the MLB video line after acquiring it earlier this year. 
         The relaunch will begin in May with two new releases, "and
         will develop new music-driven titles" targeting younger
         demos (T.L. Stanley, BRANDWEEK, 4/13 issue). 
    
    

    Print | Tags: MLB, PepsiCo, Wal Mart
  • STIR-IT UPS: ADIDAS CLOSE ON MLB DEAL, BACKS OFF NBA TALKS

              MLB "is expected to announce" a new licensing agreement
         with adidas in the next several days, according to Jeff
         Manning of the Portland OREGONIAN.  adidas Dir of Sports
         Marketing Robert Erb said "some issues remain unresolved"
         between adidas and MLB, with the fundamental question, "How
         much autonomy do the local owners have to market their own
         teams?"  Erb confirmed that as part of the pending deal,
         adidas and the Yankees will drop their lawsuit against MLB. 
         Manning also reported that while Russell Corp. and Wilson
         Sporting Goods have "both abandoned" their NFL licensing
         agreements in recent months, adidas has gained on-field
         status and will outfit the Bucs.  Erb also "confirmed" that
         talks are also taking place regarding a possible apparel
         deal with the Redskins.  Manning added that adidas does not
         appear "to be headed for an on-court deal with the NBA, at
         least anytime soon."  Erb confirmed reports that in recent
         talks with the league, NBA officials "raised the
         possibility" of adidas "taking some or all of financially
         strapped Starter's nine NBA teams."  But adidas decided
         against pursuing the deal "in part because many of Starter's
         teams have losing records or play in small markets." 
         Starter and NBA officials "denied there is any change
         pending in their relationship" (Portland OREGONIAN, 4/10).
    
    

    Print | Tags: MLB, NBA, New York Yankees, NFL, Tampa Bay Buccaneers, Washington Nationals, Washington Redskins, Wilson Sporting Goods, YankeeNets
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