SBD/10/Sponsorships Advertising Marketing

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  • BLONDE AMBITION: NEW NIKE SPOT SEEN AS A BOOST FOR BASEBALL

              TV viewers "couldn't escape" a new Nike ad this weekend
         featuring Braves Ps Greg Maddux and Tom Glavine talking
         "about hitting like [Mark] McGwire in hopes of impressing"
         actress Heather Locklear, according to USA TODAY's Michael
         Hiestand.  This "might be good news for baseball, as its
         players are rarely used in national marketing efforts.  And
         baseball might finally have a slogan fans will at least
         remember, thanks to the ad's tag line: 'Chicks dig the long
         ball!'" (USA TODAY, 5/10).  In Boston, Peter Gammons wonders
         if there is "a better ad than the Nike spot. ... Why can't
         [MLB] do stuff like that?" (BOSTON GLOBE, 5/9).
    
    

    Print | Tags: Atlanta Braves, MLB, Nike, Time Warner
  • COULD THE WORST BE OVER? SNEAKER INDUSTRY SEES RAYS OF HOPE

              Rebounding from "last year's nasty slump," the sneaker
         industry is "showing signs of life," as "fashion seems to be
         shifting back to" athletic shoes, according to Evelyn
         Nussenbaum of the N.Y. POST.  First Security Van Kasper
         analyst John Shanley said, "It's a fashion cycle.  It's the
         demise of hip-hop, which is being replaced by more clean-cut
         types of clothes.  And those go better with sneakers." 
         Additionally, consumers are "finally excited about" new
         products on the market.  Black & Company's Jennifer Black
         said, "There's finally enough newness in the mall to attract
         customers."  Nike's $125 "Tuned Air" is "one of the most
         talked-about new products," and Shanley said the "most
         encouraging" aspect about the Tuned Air is that "it's being
         done without an endorsement.  There's no Michael Jordan for
         Tuned Air.  Kids are buying it because they like it."  But
         some industry observers say that they're "not sure whether
         the sneaker business is really growing, or just shifting
         from some brands to others."   One analyst: "There are a lot
         of new players out there.  Nike is maintaining its market
         share.  But below Nike I think there are a lot of people
         just trading places" (N.Y. POST, 5/10).
    
    

    Print | Tags: Nike
  • HAS IMG REASSESSED ITS WTA TOUR TITLE SPONSOR PACKAGE?

              Since IMG has had "little success" selling an $8.5M
         global title sponsorship for the WTA Tour, it is "now on the
         street with a scaled down" $3.5M North American presenting
         sponsorship, according to Terry Lefton of BRANDWEEK.  The
         "more localized" sponsor package still includes the sponsor
         patch worn by players, but "that and foreign rights and
         media are excluded from the scaled-down version." IMG was
         selling the int'l deal "based on an estimated" 11 billion
         impressions a year, but has had "no luck in what is an
         increasingly difficult sales environment" (BRANDWEEK, 5/10).
              HOOT, HOOT, HOOVER! The Hoover Co., which became a WTA
         Tour corporate partner earlier this year, will be the
         "Official Floor Care Company" of the '99 du Maurier Open in
         August.  Hoover receives extensive on-site presence,
         including two demonstration seminars a day (Tennis Canada).
      
    

    Print | Tags: IMG
  • KNICKS PLAYOFF BERTH ENTICES AND 1 TO PUT SPREE ON TV

              Knicks G Latrell Sprewell is featured in a new 30-
         second TV ad for And 1 called "American Dream," which will
         debut today and air more than 200 times during the first two
         weeks of the NBA playoffs.  Sprewell says in the ad: "I've
         made mistakes, but I don't let them keep me down.  People
         say I'm what's wrong with sports today. ... I say I'm the
         American dream."  The spot was produced by Crispin, Porter &
         Bogusky (CPB), And 1's ad agency, and was directed by David
         Leech.  It will run during NBA coverage on TNT/TBS, as well
         as on Fox Sports/MSG, MTV, BET and CNN/SI (And 1). 
              CONTROVERSIAL SPOT: BRANDWEEK's Terry Lefton calls the
         ad, which breaks during tonight's Knicks-Heat Game Two on
         TBS, "likely the most controversial basketball sneaker spot
         since" Charles Barkley's Nike spot in which he claimed he
         was not a role model.  And 1 "had no plans" to use Sprewell
         in a TV ad when they signed him in April, but "that view
         changed" when the Knicks made the playoffs.  CPB shot the ad
         last week and was "rush-editing it."  And 1 VP/Marketing Jay
         Gilbert: "So much of good marketing is timing.  We just had
         to take advantage of that" (BRANDWEEK, 5/10 issue).         
         
    

    Print | Tags: And 1, Cablevision, Madison Square Garden, Miami Heat, NBA, New York Knicks, News Corp./Fox, Nike, Sports Illustrated, TBS/TNT, Time Warner
  • MARKETPLACE ROUND-UP

              NHL LOCKER ROOM RIGHTS: In the "wake of Starter's
         bankruptcy filing," the NHL has "reassigned" the Stanley Cup
         locker room merchandise licensing rights to Pro Player for
         T-shirts and to New Era for caps (BRANDWEEK, 5/10 issue). 
         The SPORTSBUSINESS JOURNAL's Andy Bernstein puts the value
         of the locker room rights between $3-10M, "depending on
         which team wins" the Cup (SPORTSBUSINESS JOURNAL, 5/10
         issue)....Sabres G Dominik Hasek has started a sportswear
         company called "Dominator" in the Czech Republic, and "plans
         outposts" for the U.S. and Canada.  Hasek: "Already I'm on
         the phone to Prague almost every day talking about the
         business, about quotas and things" (N.Y. TIMES, 5/9).
              FROM MANCHESTER TO ORANGE COUNTY: Manchester United
         will open a chain of amusement parks called "Theater of
         Dreams" in the Far East.  The United plans to open parks in
         Singapore, Hong Kong, Malaysia, Thailand and China (LONDON
         TIMES, 5/7)....In N.Y., Alec Foege wrote that the NASCAR
         concert tour, "NASCAR Rocks," was helped developed by John
         Schreiber and his ad agency, John Schreiber Group.  CBS
         Sports Senior VP Keith Ritter: "Other people got focused on
         the idea that we were doing Nascar Rocks simply as a concert
         series.  John immediately understood that we wanted a really
         cool entertainment experience, but that it also had to serve
         a broader marketing goal" (N.Y. TIMES, 5/9)....Oakley Sports
         Marketing Manager Bruce Fraser, after supplying Heat C
         Alonzo Mourning with protective eyewear: "We spent a lot of
         time and money helping him out.  He said everything was
         great with the glasses.  He definitely feels some loyalty to
         us now" (ORANGE COUNTY REGISTER, 5/8).
              SURFING: CA-based Ocean Pacific Apparel Corp. has
         officially ended its 17-year sponsorship of the two-week
         beach festival in Huntington Beach, CA.  CA-based apparel
         company Gotcha Int'l will pay $600,000 for title rights to
         the event (ORANGE COUNTY REGISTER, 5/6).  In San Diego, Erik
         Bratt wrote that in addition to "appealing to men," surfing
         "has gained tremendous popularity with women."  Wholesale
         sales to surf shops and specialty stores increased an
         "estimated" 12% in '97, to $1.68B (UNION-TRIBUNE, 5/9).
              
    

    Print | Tags: Buffalo Sabres, CBS, Manchester United, Miami Heat, NASCAR, NHL, Oakley, Viacom
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