SBD/13/Sponsorships Advertising Marketing

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  • ADIDAS TRIES TO GET ITS PHIL, BUT NCAA SAYS IT'S "TOO MUCH"

              An adidas ad congratulating the Univ. of TN (UT)
         football team on its Fiesta Bowl victory, which began
         running less than 24 hours after the game, was a "violation
         of NCAA rules [which] prohibit student athletes from
         appearing in ads that feature the ad-makers' merchandise,"
         according to SI's "Scorecard."  The spot "clearly shows" the
         adidas logo on the shoes, wristbands and jerseys of UT
         players.  NCAA Dir of PR Wally Renfro: "There's nothing
         wrong with Adidas or any other company producing a
         congratulatory ad that includes the company's logo, so long
         as its product isn't identifiable.  To continue using the
         spot, Adidas will have to remove those clips or sanitize the
         ad so that the logos on the products don't appear."  UT had
         "instructed Adidas to fix the ad immediately or take it off
         the air."  The NCAA "had no plans to punish" UT, because the
         school "took measures to correct Adidas' error" and its
         players did not give the company permission to use their
         likenesses.  An NCAA spokesperson, on possible penalties for 
         adidas: "We can't really do anything" (SI, 1/18 issue).
    
    

    Print | Tags: NCAA, Sports Illustrated, Washington Nationals
  • AIR WALKS: JORDAN'S RETIREMENT HAS NIKE SHARES DOWN 5%

              Nike said it wouldn't comment on Michael Jordan's
         retirement before he held his press conference today in
         Chicago.  The company's stock price fell 2 3/8, or 5.4%, to
         close at 42 yesterday (Mult., 1/13).  In Boston, Michael
         Holley: "Remember the days when Nike was just another in a
         line of shoe companies?  When the familiar swoosh did not
         trigger a whisper of 'Nike' in your psyche?  That was the
         case in the early 1980's, until Jordan came into the NBA
         with his own brand of multicolored Nike sneakers" (BOSTON
         GLOBE, 1/13).  A PHILADELPHIA INQUIRER editorial challenges
         Jordan to become more active in issues facing Nike,
         including charges of poor working conditions at their Asian-
         contracted plants: "Jordan helped make this unjust system
         work and derived massive benefit from it, while distancing
         himself from the ethical quandary.  In retirement, it's part
         of his game he desperately needs to work on.  The issue
         needs a champion" (PHILADELPHIA INQUIRER, 1/13).
              ON THE STREET: Shares of Quaker Oats, maker of
         Gatorade, fell 3/4 to 59 3/16 yesterday, while shares of
         Rayovac, another Jordan-endorsed company, fell 1/2 to 24
         1/2.  Sara Lee, parent to Jordan-endorsed Hanes, rose 3/8 to
         close at 26 yesterday (BLOOMBERG NEWS, 1/12).
               
    

    Print | Tags: NBA, Nike, Sara Lee
  • MARKETPLACE ROUND-UP

              The Sports Authority CEO Marty Hanaka, on the NBA's
         return: "I think people are very apathetic about basketball. 
         It could even have a longer rebound period than baseball." 
         He said that NBA-related merchandise makes up about 10-12%
         of The Sports Authority's sales (SUN-SENTINEL, 1/12). 
              CALLAWAY SLICES SOME OF ENDORSERS: The SPORTSBUSINESS
         JOURNAL's Liz Mullen reports that Callaway Golf has "cut the
         number of professional golfers who endorse its clubs by more
         than" 40% as part of an $18M reduction of the company's
         advertising and promotion budget.  Jim Furyk and Patty
         Sheehan are among the 33 of 79 golfers Callaway has dropped
         as endorsers (SPORTSBUSINESS JOURNAL, 1/11 issue).
              OTHER NOTES: Agent Bruce Levy, on the Univ. of TN's
         Chamique Holdsclaw: "Corporate America is chomping at the
         bit.  They are desperate to get hold of Chamique.  There is
         a feeling that she is going to rewrite the history of
         women's sport and companies are anxious to be involved with
         that" (LONDON TIMES, 1/10)....The USTA aired a "Get In The
         Game" promo spot during the Jags-Jets Divisional Playoff
         game on CBS.  With the game earning a 20.9 Nielsen overnight
         rating, the USTA said if "just" 2.3% of the viewers "Get In
         The Game," it would "realize its goal of bringing 800,000
         new players" to the tennis before the year 2002 (USTA).
    
    

    Print | Tags: Callaway Golf, CBS, NBA, New York Jets, Nielsen, The Sports Authority, USTA, Viacom
  • WILL MARKETERS BE IN THE RED OR BLACK AFTER MJ'S RETIREMENT?

              Analysts and sponsors "insist" the impact of Michael
         Jordan's retirement "will feel more like a tremor than a
         quake," according to Walker & Weinbach of the WALL STREET
         JOURNAL.  Fortune Magazine has "estimated" that the Jordan
         "juggernaut" has generated $10B in sales "ranging from" TV
         ads to merchandise to ticket sales, but "analysts estimate"
         that Jordan "still will generate more than" $500M in
         revenues this year, "in part" because he still has 10-year
         deals with many sponsors.  Chicago-based Burns Sports
         Celebrity President Bob Williams said that Jordan's
         retirement "could have an upside for some companies, because
         he will have more time to devote to his role as a pitchman." 
         While some feel Jordan's "long roster of sponsors ... may
         suffer," an MCI WorldCom spokesperson said that the
         company's "long-term relationship with [Jordan] will
         continue to grow" (WALL STREET JOURNAL, 1/13).    
              WILL THE BULL CONTINUE TO RUN ...: In N.Y., Stuart
         Elliott writes that many execs feel Jordan "could remain a
         commanding presence in campaigns for consumer products." 
         DDB Needham Chicago Vice Chair Bob Scarpelli: "He's more
         than an athlete, he's a cultural icon, so associated with
         our lives and times."  MCI WorldCom spokesperson Brad Burns:
         "Michael Jordan the brand is much bigger than Michael Jordan
         the basketball player.  He doesn't have to be in a sports
         setting."  MN-based Fallon McElligott Creative Dir David
         Lubars: "Advertisers will still want to use him because he
         has transcended sport."  IN-based CMG Worldwide Chair Mark
         Roesler: "You're looking at another Babe Ruth" (N.Y. TIMES,
         1/13).  Gatorade U.S. President Sue Wellington, who said
         that her company "plans to feature" Jordan in its ads
         despite his retirement: "It's not about what he is doing,
         but who he is" (AP, 1/13).  L.A.-based Sports Business Group
         Principal David Carter said Jordan will continue to be a 
         valuable spokesperson.  Carter: "He transcends sports, and
         he transcends race.  He can continue to capitalize on that." 
         Gatorade spokesperson P.J. Sinopoli: "A sweaty Michael
         Jordan is not an image that is going to fade from consumers'
         minds too quickly" (DALLAS MORNING NEWS, 1/13).  ESPN's
         Michelle Stark: "Companies ... aren't anticipating the
         Michael mystique to fade away just because he's retired." 
         Deutsch Inc. Chair & CEO Donny Deutsch: "There's a reason
         why Mick Jagger still tours at sixty.  We're not going to
         let Jordan go, because we don't want to let him go and he's
         smart enough to be able to capitalize on that" (ESPN, 1/12).
              ...OR DO NO HOOPS MEAN NO SALES? Schulman/Advanswers
         N.Y. Exec VP Tom DeCabia: "Unless Jordan gets into sports
         announcing or commentary, and keeps a high profile
         associated with his game, his marketability fades in faster
         than five years" (CHICAGO TRIBUNE, 1/12).  TX-based The
         Marketing Arm Managing Partner Ray Clark: "Like any brand,
         you have to get your message out.  Jordan's message has
         been, 'I'm the best.'  If that becomes, 'I used to be the
         best,' he will see a significant drop in endorsement income
         -- not this year or next year but within five years."  Rick
         Burton, Dir of the Univ of OR's Warsaw Sports Marketing
         Center: "When he's no longer in uniform, the companies he's
         going to endorse will have to put the message out through
         paid advertising.  The free marketing he gets from the media
         now disappears" (DALLAS MORNING NEWS, 1/13).
              WHO'S NEXT? USA TODAY's Bruce Horovitz examines the
         type of athlete who could replace Jordan: "The next
         superstar who shines in Jordan's marketing light will likely
         have to break some sort of barrier.  Or represent something
         that touches consumers far beyond the sports world." 
         Horovitz writes that "marketer gurus project" that a "female
         phenom" or a "global star" could become the "sports world's
         next marketing wonder" (USA TODAY, 1/13).  Pro Player
         President Doug Kelly: "The Bulls and Michael Jordan were
         between 30 and 40 percent of our NBA-licensed apparel
         business.  Without a focus on Michael, it ought to mean
         other teams and players will emerge" (N.Y. TIMES, 1/13). 
         BLOOMBERG's Pete Coates writes that Champion "is viewing
         Jordan's retirement as [an] opportunity to promote the
         game's younger players," such as T-Wolves F Kevin Garnett
         and Lakers G Kobe Bryant.  Champion Licensed Marketing Exec
         Dir Bill Kraus: "It will open the opportunity for other
         players to assume the throne."  Starter spokesperson Robin
         Wexler: "There's an opportunity now for the next group of
         Michael Jordan's to come out" (BLOOMBERG, 1/12).
              FOR MORE ON JORDAN, SEE (#2), (#5), (#9).
    
    

    Print | Tags: Chicago Bulls, ESPN, Los Angeles Lakers, Minnesota Timberwolves, NBA, Walt Disney
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