SBD/7/Sponsorships Advertising Marketing

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  • A STORR-IED TRADITION: NIKE INKS DEAL WITH LADY HUSKIES

              After a five-year relationship, the UConn women's
         basketball team and Reebok "have gone their separate ways,"
         and on August 1, the Huskies "became a minion in Nike's
         expanding empire," according to John Altavilla of the
         HARTFORD COURANT.  The UConn women will wear Nike uniforms/
         warmups this season, which will feature a redesigned logo. 
         The university will receive up to 8% of wholesale cost, "the
         industry standard," of merchandise sold with the Nike logo. 
         Within 12 to 18 months, Nike plans to distribute replica
         jerseys.  While Nike now has 85 schools under contract,
         Reebok has 10 women's teams left: WI, IA, MI State, GA Tech,
         FL, AR, GW Univ., BC, TX and UCLA (HARTFORD COURANT, 8/7).
    
    

    Print | Tags: Nike, Reebok
  • BIG BLUE BIDS ADIEU TO WORLDWIDE OLYMPIC SPONSORSHIP

              IBM is "pulling out" as a worldwide sponsor of the
         Olympic Games, "abruptly severing a 38-year marketing
         relationship with an about-face that underscores the high
         cost of linking corporate marketing to sports," according to
         Raju Narisetti of the WALL STREET JOURNAL.  Following
         several months of "futile negotiations," IBM said that it
         chose to walk away "rather than lock up an eight-year deal"
         with the IOC.  One "apparent sticking point" was that IBM,
         which spent more than $100M to sponsor the '98 Games and
         provided much of the technology behind it "free of charge,
         wanted local organizing committees to start bearing some of
         the technology costs."  But IBM said the two sides "couldn't
         agree on how much money" local organizers should pay.  IOC
         VP/Sponsorships Richard Pound confirmed that the two are
         "going our separate ways," adding that the IOC felt IBM's
         projected costs were "too high" (WALL STREET JOURNAL, 8/7). 
              INTERNET END: Narisetti reports that IBM execs "were
         rankled" by an IOC decision to seek a separate sponsorship
         deal for handling the Games' Internet services and Web
         sites.  IBM held that role during the last two Olympic
         Games.  Narisetti adds that IBM's "bailout" means that the
         2000 Summer Games in Sydney "may be the company's last." 
         IBM VP/Corporate Marketing Abby Kohnstamm added that the
         company "has relinquished its first-refusal rights" for the
         sponsorship, telling the IOC to "seek other technology
         partners" (WALL STREET JOURNAL, 8/7).  SLOC President Frank
         Joklik said that the decision, which means IBM most likely
         will not sponsor the 2002 Games in Salt Lake, "increases the
         chances of revenues from the sales of sponsorships to
         several parties instead of one" (SALT LAKE TRIBUNE, 8/7).
    
    

    Print | Tags: IBM, IOC, SLOC
  • FREAKIN' WITH THE FROG: THE WB SPORTS NEW AD CAMPAIGN

              Warner Bros. Sports Licensing has introduced "All-Star
         Style," a new ad campaign for WB Sport, the company's sports
         lifestyle brand.  Showcasing the world's No. 1 ranked in-
         line skater, Mike Budnik, the campaign features two
         different 30-second spots: one emphasizing the brand's image
         and the other highlighting a promotional sweeps, with the
         grand prize an all-expense paid trip for four to the '99 NHL
         All-Star Game in Tampa.  The new spots, running through the
         third and fourth quarters, will be seen on several cable
         nets, including FSN, TNT, TBS, BET and MTV (Warner Bros.)
    
    

    Print | Tags: News Corp./Fox, NHL, TBS/TNT, Time Warner
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