SBD/2/Sponsorships Advertising Marketing

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  • MARKETPLACE ROUND-UP

              NASCAR: The McIlhenny Co., maker of Tabasco, has
         reached an agreement to allow Tim Beverley and ISM Racing to
         complete the Winston Cup season using its sponsorship of the
         Darrell Waltrip-driven Pontiac (CHARLOTTE OBSERVER, 11/1).
              OTHER NOTES: Univ. of Louisville basketball coach Denny
         Crum "recorded a radio spot praising ... longtime friend"
         Jim Bunning, a GOP U.S. Senate candidate in KY.  Celtics
         President/coach Rick Pitino has endorsed Bunning's opponent,
         Scotty Baesler.  While some "questioned whether Crum's
         actions might imply a university role," Crum did not
         introduce himself as the university's coach (LEXINGTON
         HERALD-LEADER, 11/1)....Claudia Schiffer, Spike Lee, Billy
         Baldwin, Ed Burns, Richard Lewis, Rick Moranis, Matthew
         Modine, Chris Rock,, Fran Drescher, Jimmy Smits and Malik
         Yoba are all featured in intros to the Knicks starting
         lineup which will air before games (N.Y. POST, 10/31). 
    
    

    Print | Tags: Boston Celtics, Cablevision, General Motors, NASCAR, New York Knicks, R J Reynolds
  • MLB GIANTS GET HEALTHY: INK SPONSORSHIP DEAL FOR $1M PER

              The MLB Giants have "ended a 25-year affiliation with
         the Palo Alto Medical Foundation and are beginning a 12-year
         partnership with" S.F.-based Catholic Health Care West
         (CHW), according to John Hubner of the SAN JOSE MERCURY
         NEWS.  Under the deal, CHW will handle the team's health
         care needs, which would cost an "estimated" $200,000 a year. 
         In exchange for providing the health care, CHW will pay the
         team more than $1M a year as an official partner.  Already
         an "official advertising sponsor" of the Warriors, Clash and
         Lasers and a health care provider for the D-Backs, CHW is
         "getting into sports medicine in a big way."  CHW will open
         a public medical clinic in Pac Bell Park in April 2000.  The
         Giants and CHW will also "be partners in a number of
         community-building efforts."  The Palo Alto Foundation
         "rejected the team's offer" to continue their relationship
         with "a similar deal."  Foundation COO David Druker: "[T]he
         number was considerably more than we felt justifiable for a
         not-for-profit health care organization. ... I was also
         bothered by the marketing aspects" (MERCURY NEWS, 10/31).
    
    

    Print | Tags: Golden State Warriors, San Francisco Giants
  • NFL CALLING COLLECT: ASKS SPRINT TO PONY UP MORE IN DEAL

              The NFL is seeking a "steep increase" of 25-50% in
         Sprint's exclusive telecom sponsorship, which is already the
         "priciest" of any pro league at $24M per year, according to
         Stefan Fatsis of the WALL STREET JOURNAL.  Fatsis notes that
         part of the reason the NFL is asking for more from Sprint is
         that it "wants to place a separate dollar value on the TV
         exposure" Sprint earns from coaches wearing logoed-headsets. 
         Sprint's "counteroffer [is to cut] the annual fee nearly in
         half in exchange for fewer marketing rights," as Fatsis
         reports that Sprint "appears willing to part with local
         marketing exclusivity to concentrate on cities where it
         wants to boost business."  NFL President Neil Austrian said
         that the league "intends to meet with other" telecom
         companies."  Fatsis: "[The NFL's] success has bred what some
         sports-industry executives consider a heavy-handed business
         style, which is prompting some NFL partners to fight back.
         ... Even some team owners are concerned about the NFL's
         approach."  Bengals President Mike Brown: "When we're
         perceived as always trying to maximize our money, it puts us
         in an unfavorable light" (WALL STREET JOURNAL, 11/2).     
    
    

    Print | Tags: Cincinnati Bengals, NFL, Sprint
  • REPLACEMENT PLAYERS? NIKE TARGETS LOCKOUT IN ADS

              A new Nike ad campaign from Wieden & Kennedy targets
         the NBA lockout and two spots debuted during Sunday's NFL
         action.  The first spot features three men shooting baskets
         in a driveway.  One closes his eyes and says, "No look," and
         takes a shot that hits the garage door.  After missing,
         actor Samuel L. Jackson turns to the camera and yells,
         "Three guys playing horse!  It's Fantastic!"  The shot fades
         to black with the Nike script and the tag: "Start the
         season.  Hurry."  A second ad shows a man in a bar missing
         shot after shot on the "Pop-a-shot" game.  The camera cuts
         to Spike Lee, sitting at a bar, and looking into the camera
         saying: "Pop-a-shot basketball at O'Brien's."  Lee is then
         joined by actor Jackie Chan saying, "It's Fantastic!"  A
         fade to black with the Nike tag: "Start the season.  Hurry"
         (THE DAILY).  BRANDWEEK reports that Dyan Cannon and Steve
         Guttenberg are featured in other spots (BRANDWEEK, 10/31).
    
    

    Print | Tags: NBA, NFL, Nike, Wieden Kennedy
  • SHOES YOU CAN USE: DID MARBURY GAMBLE AND LOSE ON SHOE DEAL?

              T-Wolves G Stephon Marbury "bet that he could double or
         triple the estimated" $1.5M a year he was to receive for
         wearing AND 1 shoes, but found "no takers" after agent Eric
         Fleisher "peddled him all spring and summer to just about
         every large athletic footwear manufacturer in the business,"
         according to Jeff Manning of the Portland OREGONIAN.  Nike
         spokesperson Vizhier Mooney: "We do think [Marbury] is a
         great athlete.  But in this environment we just have to
         exercise more discipline in signing new players."  Manning
         called Marbury's situation "the most stunning sign to date
         of just how drastically the endorsement business has changed
         for athletes."  Fleisher, who Marbury dropped early this
         month for David Falk, said that Marbury rejected "more than
         one firm offer."  Reebok offered him "between $750,000 and
         $900,000 a year, [but] no signature shoe," and asked him to
         wear their Allen Iverson model.  Reebok VP/Sports Marketing
         John Frascotti said that NBA "starters who drew $300,000 to
         $700,000 just last year can now expect annual" shoe deals of
         $50,000 to $150,000 (Portland OREGONIAN, 10/31).  
              LOCKOUT FALLOUT: Sporting Goods Intelligence Editor Bob
         McGee, on the effects of the lockout on the athletic shoe
         industry:  "It hasn't reached the proportion where people
         are signalling the death knell for basketball, but it won't
         help its revival."  Venator Group spokesperson Juris
         Pagrabs: "If the lockout is prolonged, we'd expect it to be
         negative to our business" (ST. PAUL PIONEER PRESS, 10/26).
    
    

    Print | Tags: And 1, Foot Locker/Venator Group, Minnesota Timberwolves, NBA, Nike, Reebok
  • THE 50-YARD MARKETING WAR: AFL PLANS "AMBITIOUS" EFFORT

              The AFL is "planning to launch an ambitious national
         marketing program" beginning in January, according to Mark
         Singelais of the Albany TIMES UNION.  Albany Firebirds Owner
         Glenn Mazula: "Our objective is to get our brand name out to
         the public.  There are areas without teams where people
         don't know what [the league is] about."  The AFL is "talking
         about" advertising in national publications such as USA
         Today and SI.  National TV spots, possibly airing during NFL
         games, could also be "included."  To fund the marketing
         effort, 15% "of all revenues from future expansion teams or
         national sponsors" will go directly into a general marketing
         fund (Albany TIMES UNION, 10/31).
    
    

    Print | Tags: AFL, NFL, Sports Illustrated
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