SBD/19/Sponsorships Advertising Marketing

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  • MARKETPLACE ROUND-UP

              In Columbus, Dan Crawford reports that PepsiCo's
         pouring rights deal to the Columbus Crew's new 22,500-seat
         stadium is a five-year deal worth "at least" $1-2M for the
         team, with the potential to reach the "mid-seven figures or
         higher" (BUSINESS FIRST, 1/15 issue)....UCLA QB Cade McNown
         has signed with IMG, as IMG President of Football Tom Condon
         will handle McNown's contract negotiations (IMG)....Tiger
         Woods' caddie, Mike "Fluff" Cowan, filmed a promo spot for
         the World Golf Hall of Fame in Florida on Monday (FL TIMES-
         UNION, 1/18)....In Boston, Fee & Raposa wrote that the
         Celtics are teaming with adidas to develop a "larger-than-
         life" high-tech mural of F Antoine Walker to go on a wall
         along the Mass Pike (BOSTON HERALD, 1/18).
    
    

    Print | Tags: Boston Celtics, Columbus Crew, IMG, PepsiCo, Washington Nationals
  • SOCIAL-MIKE? COULD MJ BECOME MORE ACTIVE IN RETIREMENT?

              NEWSWEEK's cover-story features Michael Jordan under
         the header, "The Michael Jordan We Never Knew."  Samuels &
         Leland report that Jordan "plans to launch a music label
         later this year" with the brother of Nike Marketing Dir Fred
         Whitfield, and "he's talking about" making another film.  
         Nike Dir of the Jordan Brand Erin Patton said that Jordan
         "will probably become more active" in social causes
         (NEWSWEEK, 1/18 issue).  Jeff Ballinger, head of Press For A
         Change, a workers' rights group, said Jordan should fulfill
         his intention to visit Nike-contracted factories in Asia:
         "With the NBA lockout, he kind of got off the hook because
         his own career was up in the air.  He's got plenty of time
         now" (N.Y. DAILY NEWS,  1/18).  In N.Y., Ira Berkow suggests
         Jordan become more socially active: "If [Jordan] isn't
         playing basketball, he should have enough time to read up on
         issues.  And there are a few people in the world who might
         have the influence Jordan does" (N.Y. TIMES, 1/17).
              MJ IN 2000: In Baltimore, Andy Knobel wrote that a
         Draft Michael Jordan for President Web site, paid for by
         "MJ2000," would be "among the best pieces of parody going on
         the Internet.  Except it's serious" (Baltimore SUN, 1/17).
              JORDAN TEAMS ON A'S SALE? In Chicago, Fred Mitchell
         wrote that the "latest Michael Jordan rumor has him joining
         forces" with ESPN/NBC MLB analyst Joe Morgan in possibly
         "purchasing" the A's and Warriors (CHICAGO TRIBUNE, 1/18).
         ...In N.Y., Adam Buckman wrote that the 60-second Nike ad
         which pays tribute to Jordan was "completed months ago as
         rumors persisted" that he would retire.  Buckman called the
         spot a "work of commercial art" (N.Y. POST, 1/18)....REUTERS
         reported that news of Jordan's retirement "was splashed
         across the front page of China's top newspapers and sparked
         a scramble" for Jordan merchandise (REUTERS, 1/15)....The
         N.Y. TIMES reported that sales of Jordan merchandise at
         Michael Jordan's Steakhouse in N.Y. "tripled," to about
         $4,000 a day from $1,400, after the announcement (N.Y.
         TIMES, 1/17)....In N.Y., Michiko Kakutani reviews David
         Halberstam's "Playing For Keeps: Michael Jordan and the
         World He Made."  Kakutani: "Much of the volume is a
         compendium of compelling but familiar stories fleshed out
         with new reporting --  the volume is animated by the
         author's own passion for the game" (N.Y. TIMES, 1/19).
    
    

    Print | Tags: ESPN, Golden State Warriors, MLB, NBA, NBC, Nike, Oakland Athletics, Walt Disney
  • THE HYPE HAS BEGUN: FOX'S $UPER $UNDAY SEES HUGE BOON

              Fox is ready to "reel in a staggering" $150M on Super
         Bowl Sunday by turning the game "into an even bigger all-day
         event -- making it the largest day in ad revenue for any
         network," according to Wayne Friedman of AD AGE.  Of the
         $150M Fox will earn from Super Bowl ad revenue, "about" $45M
         will come from pregame inventory, with about $93M in-game
         ads already sold.  Friedman notes that NBC received $10-15M
         from pregame ads last year.  Fox also "hopes to make
         another" $2-4M from its postgame show, or $700,000-800,000
         per 30-second spot. Fox is selling "large TV commercial
         packages to four, possibly five, advertisers" for pregame
         coverage (AD AGE, 1/18 issue). USA TODAY'S Bruce Horovitz
         wrote that marketers "clearly ... are buying into the
         concept" of pregame advertising, as Super Bowl programing
         stretches all day.  Fox President of Broadcasting Sales Jon
         Nesvig said that 80% of the 150 pregame slots in its 7 1/2
         hours of pregame programming "are already sold."  Nesvig:
         "We'll bill as much in half a day as the network billed in
         an entire year 10 years ago."  Media First Int'l Richard
         Kostyra said advertisers like the pregame buy because, "You
         can look like you're in the big leagues, but for a lot less
         money."  Horovitz reported that 30-second pregame spots
         "closer to game time could" cost almost $1M.  Among some
         pregame advertisers: Qantas, which will air a new spot about
         an hour before kickoff; Blockbuster, which will have 15
         pregame and one in-game spot; and Pizza Hut, which "won't
         make a peep during the game," but will air 17 pregame spots
         and "expects" to sell 2.2 million pizzas on game day.  Pizza
         Hut marketing exec Randy Gier: "We want to get into their
         heads before they make their orders" (USA TODAY, 1/18).  In
         N.Y., Richard Sandomir puts Fox's "gross" at $180M in ad
         revenue for Super Bowl Sunday, including the Fox net and its
         22 O&Os.  Some advertisers are paying as little as $60,000
         for a 30-second pregame spot (N.Y. TIMES, 1/19).  DAILY
         VARIETY's Richard Morgan reports that Fox "has only two of
         58 in-game ad slots left," but it expects the rest of its
         inventory to move "as early as this week."  Apple Computer
         backed out of its in-game buy, but Fox "is simply re-
         shopping" the spot at a "per-eyeball rate" (VARIETY, 1/19).
              FOR THE EARLY AD LINE: AD AGE lists its Super Bowl ad
         roster, including creative and placement (AD AGE, 1/18).
              MIAMI NOTES: BRANDWEEK's Terry Lefton reports that in
         an effort "to influence the many media buyers" in Miami for
         the Super Bowl, Fox will use transit, outdoor and on-premise
         items to tout its "top-rated" pregame show (BRANDWEEK,
         1/18).  PA-based Jeremy's MicroBatch Ice Creams was selected
         by San Diego-based Mail Boxes, Etc. as its "entrepreneur of
         the year" in its second annual "See Your Small Business on
         the Super Bowl Search."  The company wins $5,000 and a 30-
         second spot during the second quarter (BRANDWEEK, 1/18
         issue)....The Falcons have elected to wear their home black
         jerseys, meaning the Broncos will wear white (DENVER POST,
         1/19)....In Miami, Paul Brinkley-Rogers reported that ticket
         brokers are selling Super Bowl end-zone seats at Pro Player
         Stadium for $1,650 and up, midfield seats for "more than"
         $3,000 and club-level seats for $5,000.  The tickets' face
         value range from $325-400 (MIAMI HERALD, 1/18)....Falcons
         gear in GA is hot.  All 180 Falcons NFC Championship T-
         shirts ordered by Champs Sports in Duluth "were gone within
         an hour."  The "hottest" selling T-shirt at The Sports
         Authority in Marietta, GA, was the official Starter locker
         room T-shirt bearing an image of the Super Bowl tickets. 
         Stadium Stuff store in Atlanta said it sold about 2,500 T-
         shirts and 2,200 hats (ATLANTA CONSTITUTION, 1/19). 
    
    

    Print | Tags: Atlanta Falcons, Denver Broncos, Foot Locker/Venator Group, NBC, News Corp./Fox
  • TWO REPORTS DIFFER ON FUTURE OF NBA BEER CATEGORY

              A-B has "quietly" inked a "major four-year NBA ad
         agreement" with NBC, according to Langdon Brockinton of the
         SPORTSBUSINESS JOURNAL.  A-B VP/Corporate Media & Sports
         Marketing Tony Ponturo: "We did not let the lockout
         influence our positioning long-term with the NBA."  Ponturo
         said that A-B would run "multiple spots" per NBA broadcast.
         Ponturo stressed the NBA's "broad appeal to different ethnic
         groups."  Ponturo: "You like the dimension of the NBA
         because of its appeal to the Hispanic market and the
         African-American market and the Anglo market" (SBJ, 1/18).
              IS COORS LOOKING TO TAP THE NBA? In Chicago, George
         Lazarus reports that although A-B will "probably" become the
         Official Beer Of The NBA after Miller Brewing chose not to
         renew, it "continues to play hardball with the TV networks."
         Lazarus reported that CO-based Coors Brewing, which has
         sponsored the NBA during the Playoffs and Finals, but not
         during the regular season, "wants to get more involved" as a
         league sponsor (CHICAGO TRIBUNE, 1/18).
              
    

    Print | Tags: Anheuser Busch, NBA, NBC
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