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SBD/30/Sponsorships Advertising Marketing
LPGA INKS LCI ON LONG DISTANCE; NEW SPOTS DEBUT THIS WEEKEND
Published April 30, 1998
VA-based LCI Int'l signed a three-year deal with a joint option to become the official long distance provider of the LPGA, the company's first major women's sports sponsorship. LCI will provide prepaid calling cards to LPGA Tour players; long distance service to the LPGA and the LPGA Tournament Sponsors Assoc.; have on-site sponsorship of selected LPGA events; hold category-exclusive TV ad rights for selected events and on-site sponsorship and TV advertising for the '98 Solheim Cup in Dublin, OH (LPGA). THEY CAN PLAY, AGAIN AND AGAIN: Helen Alfredsson, Karrie Webb, Annika Sorenstam and Kelly Robbins will star in three, 30-second TV spots that will debut during CBS's coverage of the Mercury Titleholders Championship this weekend. The spots, by DDB Needham, were directed by Joe Pytka and feature the tag, "Hey, we can play." One spot, "Rivalry," opens with Sorenstam and Webb discussing their rivalry and their non-combative quotes are juxtaposed with scenes showing Sorenstam drawing a mustache on Webb's publicity poster, and Webb keeping a Sorenstam voodoo doll in her locker. These spots, along with earlier ones featuring Nancy Lopez and Michelle McGann, will air during LPGA telecasts on CBS, ABC, NBC, ESPN, ESPN2, The Golf Channel and Lifetime. A print campaign also runs (LPGA). GLOBAL GOLFING: In Tampa, Mick Elliott profiles the LPGA and writes that, "For all the visionary talk by the men's tours, it is the LPGA that has proved itself the real global stage," with 74 foreign golfers representing 16 countries active on the Tour (TAMPA TRIBUNE, 4/30).