SBD/15/Sponsorships Advertising Marketing

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  • BAG THE DIME-A-MINUTE LADY; AT&T OFFERS $2M NBA SHOOTOUT

              The NBA announced the AT&T $2M Shooutout, which offers
         one winner a chance to receive a first-class trip to a '98
         NBA Finals Game, where they will shoot for $2M. The selected
         shooter will have five chances to make an NBA regulation
         three-point shot: the first four shots will be worth
         $250,000 each and the fifth shot will be worth $1M.  If the
         shooter misses all five, they still receive $25,000.  AT&T
         will also offer half-price rates through the NBA Playoffs on
         calls made to states with teams in the post-season (NBA). 
         AD AGE's Jeff Jensen reports that the contest is open to
         AT&T customers only, who can enter by calling 1-888-6FINALS. 
         AT&T will also give away 5,000 runner-up AT&T/NBA Finals
         pre-paid calling cards.  AT&T Dir of Sponsorship & Promos
         Michael Murphy: "In the past, our sports marketing has been
         about branding, business customer hospitality and
         advertising.  Now we're totally refocusing our sponsorships
         to be about adding value to our customers" (AD AGE, 4/13). 
    
    

    Print | Tags: ATT, NBA
  • FUZZY LINKS BACK TO MAINSTREAM; DUVAL CATCHES OAKLEY'S EYE

              FL-based Links Direct has signed Fuzzy Zoeller to be
         the company's official spokesperson.  Zoeller will wear the
         Links Direct logo on his apparel, consult on company
         products and work to develop and promote his own product
         line.  Links Direct is a golf and travel company that is a
         subsidiary of Network Holdings International (Links Direct).
              BRIGHT FUTURE NEEDS SHADES: David Duval, who's wearing
         of Oakley sunglasses has become his trademark look, has a
         "modest" endorsement deal with the company, according to
         Oakley Dir of Sports Marketing Scott Bowers.  Oakley also
         has a deal with Mark O'Meara, who won The Masters on Sunday,
         but O'Meara only wears Oakleys during practice.  USA TODAY's
         Bill Meyers reports that "about 20 established pros" on the
         PGA Tour wear Oakleys, as do "half the up-and-coming players
         on the Nike Tour" (USA TODAY, 4/15).
              GOLF EXPOSURE: Dallas-based Cornerstone Sports logged
         every second a player's sponsor appeared on TV during CBS's
         coverage of the final round of the Nissan Open.  Cornerstone
         compared the air time of the logos on the clothing and
         equipment of Billy Mayfair and Tiger Woods, who finished
         first and second, respectively.  Cornerstone figured Woods'
         sponsors gained a total of 10:09 of air time, earning an
         extra ad value of $1.4M.  Mayfair's sponsor saw a total of
         6:21 of exposure, for a total ad value of $854,000.  A 30-
         second spot during a network golf telecast costs
         approximately $70,000 (SAN DIEGO UNION-TRIBUNE, 4/14).
    
    

    Print | Tags: CBS, Nike, Nissan, Oakley, PGA Tour, Viacom
  • GOIN' DOWN IN A BLAZE OF GLORY: CONVERSE BAGS "YOUNG GUNS"

              Converse has "scrapped plans to launch a basketball
         sneaker with the potentially controversial moniker 'Young
         Guns' for urban teen males," according to USA TODAY's
         Melanie Wells.  An internal Converse memo obtained by USA
         Today "spells out plans to launch" the shoe next year
         "targeting urban teens who believe basketball is their 'best
         shot to make it big.'"  The Converse document notes: "In
         keeping it real, however, it is important to remember that
         many of these young guns will not become success stories,
         but rather will be casualties of urban life."  Converse
         spokesperson Jennifer Murray said that Young Guns was the
         "working name" for a project that was scrapped in late '97
         after sales of basketball shoes dipped (USA TODAY, 4/15).
    
    

    Print | Tags: Converse
  • MARKETPLACE ROUND-UP

              NHL: BRANDWEEK's Terry Lefton reports that Coca-Cola
         "is hooking up with United Artists' 2,200 movie screens" for
         a spring Stanley Cup-themed promo behind its Surge brand,
         the drink's first national promotional platform.  Peel-off
         stickers on soda cups will back the "Cup-crazy" promo...
         ...MasterCard will make this year's version of its Stanley
         Cup $1M shot easier.  The shot, which will take place
         between periods of a Fox-televised Stanley Cup game, has
         been moved from center ice to near the blue line, while the
         slot in the goal has been expanded from six to 15 inches in
         length.  A "view-and-win element" will allow a viewer to win
         $1M if the shot is made (BRANDWEEK, 4/13 issue).  
              NOTES: PepsiCo announced that it will be the exclusive
         beverage supplier at Club Disney, DisneyQuest and the ESPN
         Zone restaurants.  Terms were not disclosed.  Coca-Cola will
         still be the supplier at Disney's theme parks ("Business
         Center," CNBC, 4/14)....Glendale Federal Bank has teamed
         with the Padres to issue Padres Cash Cards, stored-value
         cards that can buy food and merchandise at Qualcomm Stadium
         and at the Padres Store in Encinitas, CA.  The cards can
         store up to $50 (UNION-TRIBUNE, 4/11)....Pocket Pump, the
         maker of pocket-sized, hand-held air pumps, has received
         orders from more than 1,000 retail stores and 5,000
         individual customers since its 30-second spot aired during
         Super Bowl XXXII.  The company landed the spot by entering a
         contest sponsored by Mail Boxes Etc. (S.D. UNION-TRIBUNE,
         4/14)....In a TIME essay, Garry Trudeau writes of Nike's
         influence within Hollywood and the entertainment industry
         under the header, "Sneakers In Tinseltown: In Which The
         Beloved Nike Lady Makes Her Hollywood Rounds" (TIME, 4/20).
          
    

    Print | Tags: Coca-Cola, ESPN, MasterCard, News Corp./Fox, NHL, Nike, PepsiCo, San Diego Padres, Walt Disney
  • NEWS CORP. SETS UP ONE-STOP SHOP ALONG ENTIRE MEDIA GROUPS

              News Corp. is creating a marketing and sales division
         called News Corp. One to offer "major multinational
         advertisers cross-media and promotional deals across the
         company's array of newspapers, television networks and other
         media divisions," according to Wayne Friedman of the
         HOLLYWOOD REPORTER.  The division will be headed by News
         Corp. One Senior VP Kayne Lanahan, who will report to Fox TV
         Exec VP & Fox Broadcasting President of Sales Jon Nesvig. 
         Nesvig said the division will "give advertisers a platform
         they didn't have before.  There seems to be much interest
         from advertisers in this" (HOLLYWOOD REPORTER, 4/15).  DAILY
         VARIETY's Richard Morgan reports that the move puts News
         Corp. "on the forefront of a trend by major advertisers
         toward one-stop media shopping" (DAILY VARIETY, 4/15).
    
    

    Print | Tags: News Corp./Fox
  • SPALDING INKS LONG-TERM MARKETING DEAL WITH WTA TOUR

              Spalding Sports agreed to a long-term global licensing
         agreement to become the official supplier of the Corel WTA
         Tour.  The deal provides Spalding with exclusive rights to
         utilize the tour logo on tennis products.  As part of the
         deal, Spalding will become a sponsor of the WTA Tour's
         grassroots program, F.I.R.S.T. Serve.  Spalding also signed
         Rachel McQuillan, ranked #64 in the world, to play Spalding
         racquets (Spalding).  Spalding signed a licensing, marketing
         & media partnership with the ATP Tour in June (THE DAILY).
              THE SPALDING STORY: MA-based Winstanely Associates has
         produced a pair of TV spots "that emphasize the link"
         between Spalding's products and its NBA and ATP endorsement
         deals, according to ADWEEK's David Gianatasio.  Both spots
         carry the tagline, "What Are You Playing?"  One spot will
         feature Spalding endorser Kobe Bryant, while another 30-
         second spot, "Up Close," will introduce Spalding's ATP Tour
         Racquet line.  The tennis spots will run on ESPN and ESPN2
         telecasts of men's tour events (ADWEEK, 4/13 issue).
    
    

    Print | Tags: ATP, ESPN, NBA, Russell Athletic, Walt Disney
  • WATCH & WIN: PBA TO GIVE AWAY FOUR :30 SPOTS WORTH $120,000

              The PBA plans to give away four 30-second TV ad slots
         "worth about" $120,000 as part of an "aggressive campaign"
         to attract advertisers to its TV package, according to Bill
         Halls of the DETROIT NEWS.  The "Submit Your Spot" campaign,
         being handled by N.Y.-based Partners & Shevack, targets
         automotive, gasoline/motor oil, telecom and life insurance
         industries.  One 30-second spot will be given away to each
         of the targeted industries.  Contestant entrants must answer
         two simple questions about this Saturday's PBA Tour event
         and submit entries along with TV spots.  Four winners will
         be selected by random drawing and their spots will air May
         30, June 13, 20 and 27 during PBA telecasts on CBS.  PBA
         Commissioner Mark Gerberich: "There are so many new looks to
         our show this year, and we want the advertisers to watch the
         new Pro Bowlers Tour" (DETROIT NEWS, 4/14).  The PBA will
         unveil its new format changes on April 18, when Tour
         coverage debuts on CBS (Richard Wilner, N.Y. POST, 4/13).
    
    

    Print | Tags: CBS, PBA, Viacom
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