SBD/21/Sponsorships Advertising Marketing

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  • MARKETPLACE ROUND-UP

              SGB's Mark Tedeschi reports that CA-based Sketchers
         "has served notice that it intends to be a major player in
         the athletic arena."  Sketchers will introduce a new line of
         men's sport shoes "to help further build its men's business
         in sporting goods channels" (SGB, 5/15 issue)....The
         Missouri-Illinois Dodge Dealers and Pepsi have agreed to
         sponsor the NASCAR Craftsman Truck Series Ram Tough 200,
         presented by Pepsi, September 17-19 at Gateway Int'l Raceway
         in MO (SPEEDNET, 5/21)....MA-based Mullen Advertising signed
         with the N.Y. Yacht Club's Young America Challenge as the
         official marketing services agency of the America's Cup team
         (Young America)....MCI will sponsor the '98 Goodwill Games
         Figure Skating Competition (MCI).            
    
    

    Print | Tags: DaimlerChrysler, NASCAR, PepsiCo
  • MASTERING THE POSSIBILITIES AT THE PGA TOUR'S COLONIAL

              MasterCard signed a four-year extension to title
         sponsor the MasterCard Colonial through 2002.  MasterCard,
         the official card of the PGA and Senior PGA Tour, will
         continue to use the tournament in ad and promotional
         programs, and will receive ad spots during and around CBS's
         broadcast of the event, in addition to opening and closing
         billboards during each telecast (MasterCard).  Colonial
         officials say the '98 tournament is sold out.  Based on
         tickets distributed, anticipated daily crowds will range
         between 40,000-45,000 (FT. WORTH STAR-TELEGRAM, 5/21).
              SPONSORS NEEDED: PGA Tour VP Duke Butler said "steady
         progress" has been made in trying to secure sponsors for the
         proposed August '99 tour stop at the TPC in Snoqualmie
         Ridge, WA, according to Craig Smith of the SEATTLE TIMES. 
         The $2M event will play opposite the NEC Invitational World
         Golf Championship in Akron, OH (SEATTLE TIMES, 5/20).
    
    

    Print | Tags: CBS, MasterCard, PGA Tour, Viacom
  • NIKE OFFERS GIRLS LEAGUES; CRITICS TAKE AIM AT NEW REFORMS

              Nike yesterday announced plans for a girls basketball
         league in all 10 WNBA markets, according to W.H. Stickney of
         the HOUSTON CHRONICLE.  The program, geared toward girls age
         eight to 18, "is an extension of Nike's successful
         grassroots initiative to increase awareness and interest for
         women's basketball" (HOUSTON CHRONICLE, 5/20).
              NIKE REFORMS: In a N.Y. TIMES op-ed, Bob Herbert writes
         on Nike's planned labor reforms, "Let's not be too quick to
         canonize Nike."  While there is "both merit and a lot of
         smoke" in Nike Chair Phil Knight's recent child labor
         initiatives, the "biggest problem with Nike is that its
         overseas workers make wretched, below-subsistence wages," 
         which Nike failed to address.  Nike "blinked last week
         because it has been getting hammered in the marketplace and
         in the court of public opinion."  But the company's "current
         strategy is to reshape its public image while doing as
         little as possible for the workers. ... Nike's still got a
         long way to go" (N.Y. TIMES, 5/21).  In an op-ed piece in
         USA TODAY, Lorraine Dusky writes that while Nike "can give
         away dazzling, multimillion-dollar piles of money to dozens
         of athletes ... surely it can afford to pay a living wage to
         those who make the shoes."  Despite a 15% raise this year,
         Nike workers "are faring poorly."  Dusky adds, "[W]hether I
         like it or not, my Nikes and I are at least partly to blame
         for the current crisis in Indonesia, no matter how far
         removed it all seems from us" (USA TODAY, 5/21).  S.F.
         attorney Alan Caplan, a lead figure in CA's public-interest
         lawsuit against Nike which claims false advertising and
         unfair business practices, said Nike's recent initiatives
         "won't affect our litigation" (S.F. CHRONICLE, 5/19).
    
    

    Print | Tags: Nike, WNBA
  • PACKING IN A NUTRITIOUS BREAKFAST: FAVRE TO DON WHEATIES BOX

              Packers QB Brett Favre will "decorate the cover of
         Wheaties cereal boxes this fall," according to Bob Wolfley
         of the MILWAUKEE JOURNAL SENTINEL.  The boxes will have an
         action shot of Favre on the front and a picture on the back
         with a "brief biography."  Favre will join Bob Richards,
         Bruce Jenner, Mary Lou Retton, Chris Evert, Pete Rose,
         Walter Payton, Michael Jordan and Tiger Woods as the only
         athletes featured on national Wheaties packaging.  A General
         Mills spokesperson would not confirm the report.  In other
         Favre news, the Green Bay City Council voted 7-5 on Tuesday
         to send a proposal renaming part of a city street near his
         planned restaurant as "Brett Favre Pass" back to committee. 
         Some council members suggested that "living quarterbacks"
         are inappropriate choices for street names, and said that
         government officials, war veterans and business leaders are
         "better choices."  Green Bay Alderman Eugene Schmitz: "I'm
         not saying he's not a good football player.  But what if he
         commits a crime?" (MILWAUKEE JOURNAL SENTINEL, 5/21)
    
    

    Print | Tags: Green Bay Packers, Wheaties
  • PHIL GARNER GIVES HANK THE YANK IN NEW BREWERS AD CAMPAIGN

              Four new 30-second TV spots for the Brewers, produced
         by WI-based Kohnke & Hanneken, "make you smile," according
         to Bob Wolfley of the MILWAUKEE JOURNAL SENTINEL.  In one
         spot, called "Hit the Showers," Brewers Manager Phil Garner
         and pitching coach Don Rowe watch as "Hank," a senior County
         Stadium parking attendant, tires out during his duties
         waving cars into the lot.  Garner: "The guy's struggling,
         Don."  Rowe agrees: "We need to get him out of there." 
         Garner then walks up to Hank and relieves him of his duties,
         to which Hank says, "I'm good for a few more, skipper. 
         Please let me get that station wagon."  Garner: "No. I gotta
         take you out."  Hank, who then kicks over a pilon, mutters,
         "I coulda got that guy" (MILWAUKEE JOURNAL SENTINEL, 5/20). 
    
    

    Print | Tags: Milwaukee Brewers
  • RETAILERS SAY MLB APPAREL SALES HITTING PRE-STRIKE LEVELS

              Following a three-year recovery period at retail, MLB
         licensed sales "are staging a credible comeback," according
         to Marianne Bhonslay of SPORTING GOODS BUSINESS.  Some
         specialty store dealers say baseball "is currently the best
         seller in licensed" wear, and its sales are approaching '94
         pre-strike levels due to "improved delivery to the fashion
         or 'pop' colors in licensed merchandise."  CA-based Chick's
         Sporting Goods has posted a 25% gain for its MLB licensed
         products.  Part of the sales increase is attributed to new
         product, such as MLBP licensee Majestic Athletic's tackle
         twill jerseys with "bright lime, gold and scarlet," and
         Starter's classic satin jacket, which is among the items
         "stimulating" MLB sales at JCPenney (SGB, 5/15 issue).
    
    

    Print | Tags: MLB
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