A-B's Budweiser has extended its MLB sponsorship to
remain the Official Beer through the 2000 season. Budweiser
will maintain its exclusive marketing rights to the league,
the World Series and the All-Star Game. In return, the
brand will support via MLB-themed marketing campaigns
including TV and radio advertising, TV billboards, national
promos, point-of-sale materials and stadium signage (A-B).
YANKEES HAVE ADIDAS SWEPT AWAY: In N.Y., Amy Feldman
writes that adidas is "making inroads against the all-
powerful" Nike, getting a "big boost" from its $95M
marketing and advertising pact with the Yankees. North
American sales for adidas have "zoomed" 85% to $756M through
the first half of '98. Salomon Smith Barney analyst Faye
Landes: "Nike is still by far the dominant player, but
adidas has gained a lot of momentum. ... They paid a fortune
to have their name plastered all over Yankee Stadium -- and
that's paid off very well." adidas Dir of Sports Marketing
Robert Erb: "I think people are rooting for us. They want
an alternative to Nike." Feldman writes that the sports ad
with "the most buzz" these days is adidas' "YANKS guys"
spots, which feature "five shirtless Bombers fans, each of
whom has a letter on his chest spelling Y-A-N-K-S." Erb:
"These YANKS guys are becoming minor celebrities." adidas
said that they will bring back the YANKS guys with new spots
next year (N.Y. DAILY NEWS, 10/22). CBS's David Letterman:
"I get home last night. I'm excited because I want to see
the game so I turn it on and what a shock. I see my mom
wedged in that cab with those naked fat guys that spell out
'YANKS.' What a shock that was" ("Late Show," CBS, 10/21).
MAC JUICED ON FRAPPACINO: During Game Four last night,
Fox showed a seven-second shot of Mark McGwire sporting a
"Starbucks Coffee" hat. Fox's Joe Buck: "It's been a series
of hats for Mark McGwire throughout 1998. Post-season press
conferences, it's been one hat after another. Somebody just
got a nice pop on national television" (Fox, 10/21).
...Enterprise spent $1.5M on its McGwire ad campaign which
ran during the Series. The cost includes McGwire's fees,
rights to MLB marks, production and media buys (Enterprise).
