SBD/24/Sponsorships Advertising Marketing

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  • AD SPENDING ON THE UP-AND-UP; CABLE TV SEES BIGGEST INCREASE

              Advertising spending in the U.S. will reach a record
         $200.3B this year, up 6.8% from '97, according to Robert
         Coen, Dir of Forecasting at McCann-Erickson, who is cited by
         USA TODAY's Michael Diamond.  Coen predicts a 6% increase to
         $212.3B in '99 and larger growth in 2000 as companies
         "recast their images for the millennium."  Coen believes
         that cable TV will be the "biggest beneficiary" of the ad
         jump, with a 13% increase in revenue (USA TODAY, 6/24).
    
    

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  • BUZZ ON THE STREET: MSG NETWORK INKS A-B ACROSS-THE-BOARD

              MSG has signed Anheuser-Busch to a three-year
         sponsorship extension "that stretches across half a dozen
         New York sports properties, realizing MSG's vision of the
         ultimate group sell," according to Andy Bernstein of the
         SPORTSBUSINESS JOURNAL.  Next season, Budweiser will become
         "a significant sponsor" of Yankees broadcasts, and has
         bought ad time on Islanders and Devils games on Fox Sports
         New York.  The deal also continues Budweiser's exclusivity
         in the domestic-beer category on Knicks and Rangers games on
         MSG Network and "even extends" to the AHL Hartford Wolfpack,
         the Rangers' minor league affil.  Bernstein reports that the
         deal, worth $5-6M a year, includes rights fees, media time
         and pouring rights at MSG (SPORTSBUSINESS JOURNAL, 6/22).
              WORKING AT THE CARMAX: The MLS Mutiny said CarMax has
         agreed to become one of the team's largest sponsors and its
         official automotive superstore.  The CarMax deal comes after
         the team's agreement with Kash n' Karry that put the Mutiny
         ahead of last season's total sponsorship revenue.  CarMax
         will be the title sponsor of the Sister Hazel concert during
         the team's July 4 event, and will sponsor player appearances
         in Tampa-area schools (Mutiny).
              JINTS GO SHOPPING: The NFL Giants and A&P Supermarkets
         have teamed for a sponsorship program running for 21 weeks
         during the team's pre- and regular season schedule.  The
         program, "New York Giants Tailgate Club," will feature
         Giants-themed end aisle displays in all 120 A&P and 38 Food
         Emporium NY-metro area locations.  The program will also
         contain a weekly sweeps through which a youngster will have
         the opportunity to be the Giants honorary captain (Giants). 
         
    

    Print | Tags: AHL, Anheuser Busch, Cablevision, Madison Square Garden, MLS, New Jersey Devils, New York Giants, New York Islanders, New York Knicks, New York Yankees, News Corp./Fox, YankeeNets
  • CREATIVE 101: ADWEEK CHRONICLES NIKE/W&K PARTNERSHIP

              Since Nike signed S.F.-based Goodby, Silverstein &
         Partners as a "project shop" in March '97, long-time Nike
         agency Wieden & Kennedy "has watched its once-exclusive
         relationship with its signature client -- a relationship
         many industry members regarded as an ideal -- loosen and
         fray," according to Voight & Parpis of ADWEEK, who examine
         Nike's relationship with both agencies in an extensive must-
         read.  Dan Wieden, whose agency has worked with Nike since
         '82, called Goodby's involvement "a wake-up call for our
         agency," and added that his agency's relationship with Nike
         "is more like family than it is business."  However,
         insiders "use words like 'anxious' and 'paranoid' to
         describe the mood at Wieden's offices," and account and
         creative employees "are said to be deeply worried."  Wieden
         recently laid off 37 workers in Portland, after Nike's
         recent "sales drop-off" caused billings cuts (ADWEEK, 6/22).
              LOOKING FOR MR. GOODBY? In March '97, Goodby was given 
         four "noncore assignments: women's sports, performance
         apparel, ACG outdoor products and retail."  Goodby's winning
         pitch suggested a "more humble, caring tone for the brand." 
         And, while Nike and both agencies at the time downplayed
         Goodby's account as "Wieden's leftovers," sources claim that
         "in reality the loss of women's sports stung Wieden." 
         Currently, "including projected cuts," a tally of current
         Nike U.S. billings gives Goodby about $70-80M, while Wieden
         "has taken a major hit," with its domestic billings down
         from $210M to the $100-120M range (ADWEEK, 6/22 issue). 
              CORPORATE MIDLIFE CRISIS? Voight & Parpis write that
         Nike Chair Phil Knight "faces a quandary" as the company
         prepares its advertising strategy: "Should Nike reinforce
         its brand essence as the sexy, brazen young rebel? ... Or,
         plagued with changing consumer values and stinging criticism
         over its labor practices, should the company embrace a new
         role as a conscientious corporate citizen, as Goodby tends
         to advocate?"  For now, Nike's answer "is unclear, as both
         agencies are painfully aware" (ADWEEK, 6/22 issue).
              THE AGENCY'S FUTURE: Voight & Parpis report that Goodby
         "is not exactly enjoying smooth sailing" with its Nike work,
         as creative turnover on the account "has been high."  As for
         Wieden & Kennedy, "the old days are gone."  Even Wieden has
         said, "Nike is not our future.  [Top client] Microsoft is
         our future."  Although people close to the account "remain
         convinced that as long as Knight is part of Nike," Wieden
         will stay in the picture, Voight & Parpis conclude, "there
         comes a time when everyone has to hang up their cleats and
         leave the field for the last time.  Then it's time to move
         on to something new" (ADWEEK, 6/22 issue).
    
    

    Print | Tags: Microsoft, Nike, Wieden Kennedy
  • MARKETPLACE ROUND-UP

              Athlete's Foot Group has awarded its estimated $6-$8M
         account to GA-based Crumbley & Alba (AD AGE, 6/24)....In
         N.Y., Ruth Bashinsky reports that New Balance's "old-style"
         or "retro" sneakers "should be springing up everywhere" when
         the company officially debuts the European line in the U.S.
         later this summer.  The multi-color shoes will retail for
         $110-$125 (N.Y. DAILY NEWS, 6/24)....In anticipation of
         tonight's NBA Draft, AND 1 features new endorsers Larry
         Hughes and Raef LaFrentz in a USA TODAY ad reading: "AND 1
         Hits The Lottery. Sneaker Co. Signs Two Top Picks" (THE
         DAILY)....NC-based Food Lion has signed a multi-year deal to
         sponsor the men's college basketball tournament held each
         December at Charlotte Coliseum.  Food Lion replaces Pepsi
         and Harris Teeter as the title sponsor and the event will be
         called the Food Lion MVP Classic (CHARLOTTE OBSERVER, 6/24).
              
    

    Print | Tags: And 1, NBA, PepsiCo
  • MARQUEE GROUP'S NEW TEAM SERVICE GROUP AIMS TO PUMP YOU UP

              The Marquee Group has formed Marquee/Alphabet City
         (MAC) Team Services to create entertainment marketing and
         promotional opportunities for sports franchises including
         customized team songs and videos.  The new division will be
         headed by Alphabet City co-President & Exec Producer Jesse
         Itzler and Alphabet City Senior VP Stephen Nitkin.  MAC Team
         Services has agreements to produce in-venue music video
         programming for various NBA, NFL and MLB teams for the '98-
         99 season, with "rally" team videos shown on-screen in
         stadiums and arenas during time outs, halftime and in pre-
         game warm ups.  MAC also produces team theme songs, and has
         created ticket campaigns for college and pro teams.  MAC
         currently produces Coca-Cola sponsored music videos for the
         Braves, Orioles, Rockies and Red Sox (The Marquee Group).
    
    

    Print | Tags: Atlanta Braves, Baltimore Orioles, Boston Red Sox, Coca-Cola, Colorado Rockies, MLB, NBA, NFL, Time Warner
  • USADATA INTRODUCES TOOL TO GAUGE SPORTS AUDIENCE BEHAVIOR

              NY-based USADATA.com has released Sports Promotion
         MarketTarget, an Internet service monitoring the impact of
         sports marketing on various consumer groups.  Sports
         Promotion MarketTarget will provide access to consumer
         behavior, lifestyle and product data compiled from the top
         60 U.S. markets, allowing marketing execs to gauge
         effectiveness in reaching a targeted market segment.  Those
         wishing to sample the service can do so by visiting
         www.usadata.com/target/sports.  USADATA.com clients include
         the NFL, GTE, Sprint and Microsoft (USADATA.com)
    
    

    Print | Tags: GTE, Microsoft, NFL, Sprint
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