SBD/1/Sponsorships Advertising Marketing

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  • FOX SPORTS INTERACTIVE SHOWS BIG PUSH FOR NEW GAMES

              Fox Sports Interactive (FSI) will create "an unusually
         large" $2M ad campaign behind its new video games, "Fox
         Sports Golf '99" and "Fox Sports Soccer '99," set for a June
         release, according to Scott Hettrick of the HOLLYWOOD
         REPORTER.  While $2M is "a fairly typical amount to spend on
         a major title," it's more than is "usually spent" on golf
         and soccer titles, and Fox says it "is the first time any
         golf video game has been marketed with TV advertising." 
         FSI, a new joint venture with Fox Sports, will market the
         games to its "target audience," with most of the advertising
         on Fox Sports Net and Fox Sports World.  Hettrick adds that
         the games will also be promoted on Fox Web sites, on radio
         and in print (Scott Hettrick, HOLLYWOOD REPORTER, 5/1).
    
    

    Print | Tags: News Corp./Fox
  • MARKETPLACE ROUND-UP

              YOU LOVE IT: Steve Smith will be featured in a PSA for
         the NBA TeamUP Program on Saturday during NBC's coverage of
         the NBA Playoffs.  Smith: "Everyone wins when you volunteer"
         (NBAE)....Michael Jordan, Scottie Pippen and Scott Burrell
         will be featured in one of the new NBA "I Love This Game"
         commercials debuting Sunday on NBC.  Jordan also is featured
         in a slow-mo "I Love This Game" spot (CHICAGO TRIBUNE, 5/1). 
         John Starks, Charlie Ward and Allan Houston will also appear
         in new "I Love This Game" spots on Sunday (N.Y. POST, 4/29).
              NOTES: IL-based Burns Sports Celebrity Service booked
         Walter Payton to appear on behalf of AmEx at the Food
         Marketing Institute Show in Chicago on Monday (THE DAILY).
         ...NATIONAL SPEED SPORT NEWS's Chris Economaki, on Pep Boys'
         title sponsorship of the IRL: "At this stage of the game Pep
         Boys is far ahead of where RJReynolds was when it started
         off with NASCAR."  Pep Boys Dir of Corporate Communications
         Bill Furtevic said the deal is expected to create nearly 2.7
         billion impressions for Pep Boys in the first year alone
         (NSSN, 4/22 issue)....Nike will team with non-profit
         organization KaBOOM to build playgrounds and specially
         designed rubber playground surfaces in ten cities
         nationwide.  Nike will contribute 75% of the money needed
         for the court/playground surfaces, with the various
         communities contributing the rest (DETROIT NEWS, 5/1).
    
    
    

    Print | Tags: American Express, IndyCar, NASCAR, NBA, NBC, Nike
  • MLB SETTLES ADIDAS SUIT; ANNOUNCES ON-FIELD LICENSEES

              MLB, the Yankees and adidas announced a settlement of
         litigation which has led to adidas and MLB entering into an
         industry-wide national license and worldwide advertising
         rights agreement.  The Yankees and adidas filed suit last
         May against MLB saying the league was interfering with the
         team's implementation of its 10-year, $90M marketing
         agreement with adidas.  Subsequently, Yankees Owner George
         Steinbrenner was removed from his position on MLB's Exec
         Council.  The settlement announced yesterday does not
         include any on-field participation by adidas, but such a
         role is currently under negotiation between MLB and adidas,
         among other suppliers.  In addition, Steinbrenner will
         return to his position on MLB's ruling Exec Council (MLB). 
              BIG WIN FOR ADIDAS? The AP's Ronald Blum reports that
         in the "unannounced part of the deal," the Yankees agreed to
         pay the legal fees of the commissioner's office, which
         totaled about $500,000 (AP/DETROIT NEWS, 5/1).  NEWSDAY's
         Steve Zipay calls the settlement a "win for the Yankees and,
         potentially, a bigger score" for adidas.  The company earned
         an MLBP footwear license and the ability to use MLB uniforms
         in worldwide ads.  It will also keep royalties from sales
         already made.  One former MLB marketer: "Baseball held the
         fort; nobody ambushed them.  But it opens the door for
         adidas when the other deals expire.  Steinbrenner's back in
         power, so he'll have influence on future marketing and
         licensing deals" (Steve Zipay, NEWSDAY, 5/1).  The WALL
         STREET JOURNAL calls the deal a "major victory" for adidas
         as it can "continue its Yankees sponsorship virtually as it
         was written" (WALL STREET JOURNAL, 5/1).
              ON THE FIELD: MLBP announced it has extended agreements
         with Majestic Athletic for T-shirts, shorts, batting
         practice jerseys and turtlenecks; New Era Caps for headwear;
         Russell Athletic for game uniforms and Starter Corp. for
         outerwear.  Each deal was extended through '99 with New
         Era's agreement extended through 2003.  New to the '99
         program is the creation of a pooled marketing fund for the
         on-field product line.  In the footwear category, adidas,
         Nike and Reebok have joined MLBP as national marketing
         partners, retaining the rights to use official MLB uniforms
         in advertising and promotion in the footwear category.  In
         addition, adidas and Nike entered into an agreement with MLB
         Int'l to extend those marketing rights overseas (MLB).
    
    

    Print | Tags: MLB, New York Yankees, Nike, Reebok, Washington Nationals, YankeeNets
  • MLS HOPES FOR BIG KICK AT RETAIL FOR LICENSED MERCHANDISE

              SPORTING GOODS BUSINESS examines Fall '98 licensed
         soccer apparel in its SportsCast Seasons section and
         Kristina Grish reports that with World Cup attention
         increasing this year, MLS licensees "are rooting for 1998 to
         be the year that league soccer makes the retail cut." 
         Adidas Soccer Apparel Line Manager Stephen Todd: "[S]ales
         have not been what they were expected to be.  But the NFL
         and NBA had growing pains in the beginning.  Now the battle
         is to make the MLS a credible league, too."  In a sidebar,
         SGB's Marianne Bhonslay reports that from a licensing
         perspective, MLS is "making slow but steady gains."  MLS
         projects generating an estimated $65-75M at retail this
         season, up from $50M last year.  First-year licensing
         revenues at retail were about $30M.  SGB's SportsCast
         Seasons special also includes an exclusive survey of soccer
         dealers nationally, which shows that adidas and Nike "are
         the fastest growing brands among soccer retailers in terms
         of both dollar and percentage growth" (SGB, 4/15 issue).
    
    

    Print | Tags: MLS, NBA, NFL, Nike, Washington Nationals
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