SBD/11/Sponsorships Advertising Marketing

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  • MARKETPLACE ROUND-UP

              In Boston, Mike Barnicle on the Boston Lager billboard
         at a little league park in Newton, MA: "It's a bad sign when
         adults figure their own kids are such weak little simpletons
         that they might commit an error based on a billboard when
         any sane liberal knows:  Ads don't drink.  People do"
         (BOSTON GLOBE, 5/10)....Also in Boston, Ron Borges reported
         that calls to Logo Athletic for Peyton Manning's No. 18
         Colts jersey "have been unprecedented."  Logo, which cannot
         sell the jerseys until Manning signs with the Colts, has
         printed more than 3,000 (BOSTON GLOBE, 5/10).....Following
         his MLB record-tying 20 strikeout performance, Kerry Wood's
         agent Randy Hendricks is "cautious" about Woods' endorsement
         potential: "It's not likely people are going to see one game
         and say, 'Get this guy on Taco Bell tomorrow.' ... [I]n the
         case of a baseball player, you don't have to have that quick
         an uptake" (AP/Mult., 5/10)....BUSINESS WEEK profiles the
         golf club market, noting that in '96, domestic sales of the
         top 25 golf clubmakers totaled $1.6B, up from $1.3B in '95
         (BUSINESS WEEK, 5/18 issue)....ENTERTAINMENT WEEKLY's Tricia
         Lane reports on auto racing in Hollywood, and notes that "no
         fewer than 10 auto-racing movies" are in production and that
         "celeb interest in motor sports is also hitting the red
         line" (Tricia Lane, ENTERTAINMENT WEEKLY, 5/15 issue).
    
    

    Print | Tags: Indianapolis Colts, MLB
  • MICHAEL TAMES THE TIGER: MJ VOTED TOP SPORTS ENDORSER

              Michael Jordan finished No. 1 in the annual survey by
         IL-based Burns Sports, which asks business and ad execs to
         choose the sports celebrity they'd like most to pitch their
         products.  Jordan received 79 first place votes, compared
         with 24 for Tiger Woods who won the same poll last year. 
         Burns Sports said it received 250 responses.  Arnold Palmer
         finished third in the voting, followed by Jeff Gordon, Grant
         Hill, Ken Griffey Jr., George Foreman, Cal Ripken Jr., Steve
         Young and Wayne Gretzky (BLOOMBERG NEWS/N.Y. POST, 5/9).
    
    

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  • NIKE LOOKS TO GIVE UNDERDOG TAG THE BOOT IN SOCCER MARKET

              Currently the "underdog" in the soccer market, Nike is
         setting 2002 as the year it expects "to catapult" to No. 1
         in the industry ahead of adidas and Umbro, according to
         Sharon King of the N.Y. TIMES, who adds that "all this while
         cutting" $100M, "an amount equal to about one-third of its
         advertising budget in the 1999 fiscal year, which begins
         June 1."  In its effort to "regain firmer footing" after
         reporting recent quarter losses, Nike Dir of U.S.
         Advertising Chris Zimmerman said soccer, performance apparel
         and women's sports are areas where Nike will focus its '99
         marketing push.  Nike will also focus on the World Cup --
         beginning this June in France -- back-to-school promos and
         product innovations, including a new women's Air Jordan
         shoe.  Wieden & Kennedy will spearhead the Nike soccer push
         behind an estimated $30-40M ad budget (N.Y. TIMES, 5/11).
              OTHER NIKE NOTES: Chargers QB Ryan Leaf has signed a
         multiyear endorsement deal with Nike.  Terms were not
         disclosed (SAN DIEGO UNION-TRIBUNE, 5/9)....In N.Y., Neal
         Travis reported that "one stipulation" when Nike leased
         space for its flagship store in Trump Tower was that Donald
         Trump "had to agree" to do a Nike TV commercial.  He is now
         featured in an Nike/NBA spot with "The Fun Police," which
         includes Tim Hardaway and Kevin Garnett, among others.
         Travis reported that Trump received a "substantial" fee for
         the spot which he donated to charity (N.Y. POST, 5/10).
               
    

    Print | Tags: NBA, Nike, San Diego Chargers, Washington Nationals, Wieden Kennedy
  • OAKLEY'S NEW SNEAKERS: REVOLUTIONARY OR REVENGEFUL?

              On Tuesday, Oakley will introduce a new, domestically-
         produced sneaker that "seems destined to be viewed either as
         masterstroke or fiasco," according to Starr & Kaufman of
         NEWSWEEK.  While Oakley's new sneaker "is about trying to
         seize a marketing opportunity," it's also about "a clash of
         giant egos, a corporate grudge match pitting" Oakley against
         Nike and Oakley Founder & Chair Jim Jannard against his
         former friend, Nike Founder & Chair Phil Knight.  Jannard
         noted that his company's decision to enter the shoe market
         came after Nike's decision to manufacturer its own line of
         eyewear: "I marvel that they would risk our relationship to
         go after part of a $200 million business against the
         possibility of us going after a share of a $5 billion
         business.  It showed a great amount of disrespect.  They
         obviously didn't take us seriously" (NEWSWEEK, 5/18 issue). 
              SHOES YOU CAN USE? Jannard says Oakley has designed a
         "technically better shoe, more consistent in sizing with
         improved support and protection."  But Starr & Kaufman write
         that "few in the industry are as impressed with [Oakley] as
         it is with itself," and add that "many think Oakley's shoe
         is a misguided, perhaps even suicidal, potion driven by
         little beyond Jannard's ego."  Marketing the shoe "will be
         tricky," since many of Oakley's "big-name" eyewear endorsers
         already have footwear deals.  In addition, Oakley plans no
         major ad campaigns around the new product and so far "has
         mustered a rather limited distribution network" of only
         about 200 stores nationwide (NEWSWEEK, 5/18 issue).
    
    

    Print | Tags: Nike, Oakley
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