ESPN's Jed Drake Talks World Cup Prep LeBron James Favoring Old Nikes Filming Underway For HBO's "24/7" Winston News Bumps Ferrell Off "SportsCenter" Critics Assail Markham Arena Plan McIlroy, Rooney Star In New Nike Ad Nike Opts To Extend Deal With Ohio State Concussion Lawsuit Could Be Uphill Battle NHL Cap Likely To See Big Jump After Rogers Deal L'Oreal Men's Brand Inks Three-Year Deal With NHL
SBD/15/Sponsorships Advertising Marketing
Published April 15, 1998
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).