WNBA Takes Innovative Approach With Draft Red Sox Fans Get First Look At Fenway Renovations Borders Talks WNBA Attendance, TV Audience Mookie Betts Among MLB's Most Marketable? Red Sox P David Price Addresses Athlete Activism Bedgear Revamps Red Sox' "Sleep Room" Lisa Borders Responds To Wiggins' Criticism Wiggins' Former Coach Defends WNBA Red Sox To Implement New Personnel Database Wiggins Stands By Comments On WNBA
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SBD/6/Sponsorships Advertising Marketing
Published May 6, 1998
AGED BREW AD IRKS PARENTS: In Boston, David Arnold reports that a Boston Lager Beer ad on the outfield wall of a Little League park in Newton, MA, "has some parents crying foul." The 4-by-8-foot ad reads, "Our beer is carefully aged before drinking. You should be, too." Terry Sacks, the league president who approved the sign, said he considered it a PSA (BOSTON GLOBE, 5/6)....In Chicago, Patrick McGavin writes on the new Puma TV spots, which use six high school basketball players, under the header, "King Star's Commercial Raises Exploitation Issue." McGavin writes that for some, "the concept of young athletes as commodities is quite troubling" (CHICAGO TRIBUNE, 5/6). MAS MACHO POR NOMAR? In Boston, Larry Whiteside writes that the Red Sox "have not hesitated to incorporate" SS Nomar Garciaparra into "their considerable marketing efforts." Garciaparra: "If people enjoy looking at me and want to come out and see some games because I'm playing, that's great. ... As for the marketing, whatever. If it happens, it happens" (BOSTON GLOBE, 5/6)....Larry Walker has signed an endorsement deal with Acclaim Sports for its All- Star Baseball '99 (Acclaim)....The WNBA's Lisa Leslie signed a partnership agreement with Planet Hollywood to represent the Official All-Star Cafe. Leslie will make appearances, and be involved in ad campaigns/promos for the restaurants (THE DAILY)....The UK arm of Hitachi Seiki will use Jackie Stewart's name in advertising its tools, in exchange for providing a full-time consultancy service to Stewart's Grand Prix Racing (FINANCIAL TIMES, 5/5)....Pequot Tribe Chief Marketing Officer Byron Quann has "denied the Pequots would turn profits" off their $1.51M sponsorship of USA Boxing amateur bouts at Foxwoods Resort Casino. Pequot Senior VP/Marketing Bob DeSalvio, on a future relationship with any of the boxers: "Our business interest here is to provide our customers with first-rate entertainment. Obviously, if some of these fighters prove to be as successful as Ali or Leonard, we'll have satisfaction in knowing we were there to help" (JOURNAL-BULLETIN, 5/5)....USA TODAY's Michael Hiestand profiles Hiedi Howkins, an MIT graduate who will climb K2 next month. Howkins, who will be sponsored by PowerBar, is still looking for backing for the additional "bare bones" $26,000 budget for the four-person climb (USA TODAY, 5/6)....CNBC's Don Dahler profiled Spike Lee's ad agency, Spike DDB and reported that the agency "is still struggling to lose the urban-only label." Lee, on the first group of Spike DDB ads: "We developed a sports niche. I'm glad this happened. [People] can see us outside of just 'Spike Lee can only speak to the African-American consumer.' We think it's much broader than that" (CNBC, 5/5).