SBD/17/Sponsorships Advertising MarketingPrint All
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).
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).
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).
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)
COMPANYTOTAL COMPANYTOTAL Miller Brewing Co.$38,779.4 Procter & Gamble$14,090.3 Anheuser-Busch38,148.1 Nissan13,409.7 Nike27,939.7 MasterCard12,811.0 Chevrolet20,201.0 Toyota12,566.3 Ford17,925.2 M&M/Mars12,391.6 McDonald's16,908.5 Mitsubishi11,678.3 Dodge16,453.9 IBM11,264.6 American Honda14,925.2 Visa11,182.6 Quaker Oats14,788.1 AT&T11,155.2 Coca-Cola14,111.5 U.S. Army10,886.4
TOP 10 NATIONAL ESTIMATED EXPENDITURES BY SPORT ($000)
NBA$382,128.5$67,761.8$314,367.2 Motor Sports125,245.293,335.431,909.5 Pro Golf108,926.88,333.3100,593.0 NHL105,779.069,322.036,457.0 Sports Commentary94,752.175,096.418,682.0 Wrestling41,451.519,448.30.0 MLB33,914.426,089.47,825.0 Soccer28,032.52,992.525,040.0 Figure Skating23,414.4179.923,234.5 Pro Tennis19,123.13,941.915,181.2