SBD/17/Sponsorships Advertising Marketing

Print All
  • MARKETPLACE ROUND-UP

              DEALS: Anna Kournikova, 17, signed a representation
         agreement with Advantage Int'l (Advantage)....AFLAC will
         title sponsor the LPGA AFLAC Tournament of Champions through
         2001.  The '98 event will be held October 8-11 in Opelika/
         Auburn, AL (AFLAC)....Olympic gold medalist Jonny Moseley
         signed an endorsement deal with CA-based American Skiing
         Co., and will guest coach at each of ASC's nine ski resorts
         (USA TODAY, 9/16)....Woolf Associates finalized a deal with
         Total Sports Concepts on behalf of Yankees P David Wells, to
         produce a limited edition lithograph depicting his perfect
         game (Woolf)....IL-based Big League Bottling (BLB) has been
         licensed by the NFL to produce a series of collectible wine
         bottles featuring the logos of all 30 NFL teams.  Inside
         each bottle is a Sutter Home alcohol-free wine (BLB).
              NOTES: HBO has created a new division to oversee the
         licensing and merchandising of its properties.  HBO
         President & CEO Seth Abraham will oversee the new division. 
         Pamela Lester, Time Warner Sports Senior VP/Business Affairs
         & General Counsel, will manage its day-to-day operations,
         and John Dunn will handle marketing and creative affairs
         (HBO)....CNBC's Jerry Cobb reported on Nike, noting that
         consumers are "beginning to wonder" whether Nike is "just
         overdoing it," as younger consumers "now consider [the
         swoosh] uncool" ("The Edge," CNBC, 9/16). 
    
    

    Print | Tags: American Skiing Co., HBO, LPGA, New York Yankees, NFL, Nike, Time Warner, YankeeNets
  • MLBP DEVELOPS LICENSING PROGRAM AROUND TRIPLE-A WORLD SERIES

              MLB Properties has developed a licensing program around
         the Las Vegas Triple-A World Series, which begins on
         September 21.  Authentic licensed product will be available
         from Starter (dugout windbreaker); New Era (on-field cap);
         and Joy Athletic (clubhouse T-shirt).  Additional licensees
         include Majestic Athletic, Gear for Sports, Rawlings, Twins
         and Aminco.  MLBP will run print ads of the products in ESPN
         Magazine, The Sporting News, Baseball Weekly, Baseball
         America, the Las Vegas Review-Journal and Las Vegas Sun. 
         Additionally, 30-second TV ads featuring the merchandise
         will run nationally on ESPN2 during the games.  Official
         Triple-A World Series product is also available at Pro Image
         stores and Las Vegas Stars concession stores (MLBP).
    
    

    Print | Tags: Dallas Stars, ESPN, Minnesota Twins, MLB, Southwest Sports Group, Vulcan Ventures, Walt Disney
  • TAKE ME DOWN TO BASKETBALL CITY: CPBL SIGNS FIRST SPONSOR

              The Collegiate Professional Basketball League (CPBL),
         which is scheduled to begin play in November '99, announced
         its first corporate sponsorship, Basketball City, which will
         serve as the official training facility of the CPBL. 
         Although Basketball City does not own facilities in all of
         the CPBL's eight markets, teams based in Boston, NJ, N.Y.
         and Philadelphia will practice and train at Basketball City
         facilities.  Although Basketball City's only operational
         property is located in N.Y., the company is close to
         finalizing lease agreements in Philadelphia and Boston.  In
         addition, the CPBL announced that a second Basketball City
         property in N.Y., currently in the planning stages, could
         serve as home court for the CPBL's N.Y.-based team (CPBL). 
         In Boston, Richard Kindleberger reports that Basketball City
         is "considering three sites for expansion," including the
         Charles River Park tennis club.  Kindleberger: "With
         Basketball City interested in offering its arena as a
         practice site for visiting [NBA] teams, the tennis club's
         proximity to the Fleet Center is seen as having special
         appeal" (BOSTON GLOBE, 9/17).  In Detroit, Becky Yerak
         reports the CPBL is looking for sponsors to pay $400,000 for
         naming rights for each team.  The league has also hired an
         investment banker to raise $18M in venture capital "and
         plans to try to get TV exposure" (DETROIT NEWS, 9/17).
    
    

    Print | Tags: NBA
  • THE BIG BUCKS: ADVERTISING DOLLARS BY COMPANY AND SPORT

              The following is a continuation of Nielsen Sports
         Marketing Service's spotlight series on sponsorships.  The
         first chart indicates the Top 20 sports advertisers ($000)
         in total expenditures during the second quarter of '98
         (April-June) followed by the Top 10 national estimated
         expenditures by sport ($000) for the same period: 
    
              
    
    TOP 20 LEADING SPORTS ADVERTISERS ($000)
     
    COMPANY
    TOTAL
    COMPANY
    TOTAL
    Miller Brewing Co.
    $38,779.4
    Procter & Gamble
    $14,090.3
    Anheuser-Busch
    38,148.1
    Nissan
    13,409.7
    Nike
    27,939.7
    MasterCard
    12,811.0
    Chevrolet
    20,201.0
    Toyota
    12,566.3
    Ford
    17,925.2
    M&M/Mars
    12,391.6
    McDonald's
    16,908.5
    Mitsubishi
    11,678.3
    Dodge
    16,453.9
    IBM
    11,264.6
    American Honda
    14,925.2
    Visa
    11,182.6
    Quaker Oats
    14,788.1
    AT&T
    11,155.2
    Coca-Cola
    14,111.5
    U.S. Army
    10,886.4

    TOP 10 NATIONAL ESTIMATED EXPENDITURES BY SPORT ($000)
     
    SPORT
    TOTAL
    CABLE
    NETWORK
    NBA
    $382,128.5
    $67,761.8
    $314,367.2
    Motor Sports
    125,245.2
    93,335.4
    31,909.5
    Pro Golf
    108,926.8
    8,333.3
    100,593.0
    NHL
    105,779.0
    69,322.0
    36,457.0
    Sports Commentary
    94,752.1
    75,096.4
    18,682.0
    Wrestling
    41,451.5
    19,448.3
    0.0
    MLB
    33,914.4
    26,089.4
    7,825.0
    Soccer
    28,032.5
    2,992.5
    25,040.0
    Figure Skating
    23,414.4
    179.9
    23,234.5
    Pro Tennis
    19,123.1
    3,941.9
    15,181.2

     

    Print | Tags: Anheuser Busch, ATT, Coca-Cola, DaimlerChrysler, General Motors, IBM, M&M/Mars, MasterCard, McDonalds, MLB, NBA, NHL, Nielsen, Nike, Nissan, Procter and Gamble, Toyota, Visa
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug