The "consensus of thought" among sports marketers as
they convene in Atlanta for today's start of the Super Show
is that the "traditional use of sports figures" in marketing
is "undergoing a change, and the recent spate of negative
publicity involving athletes seems sure to speed the
process," according to Ernest Holsendolph of the ATLANTA
CONSTITUTION. Companies are "increasingly ... turning to
new media and other approaches -- such as sponsoring events,
whole sports and even teams -- rather than rely on
individual athlete endorsements." Atlanta-based agent Steve
Woods: "Whether it is true or not, there is a perception
that athletes are out of control, and to some extent events
seem to bear that out." Nike Manager of U.S. Communications
Scott Reames said the company has moved away from using
individual athletes "because we recognize that it is harder
than ever to reach the market with a single approach,
because the market is more complex. Tiger Woods may be the
hottest name in golf, but we cannot be sure of reaching the
snowboarders and the X-games audience through a golfer, even
a Tiger Woods." Coca-Cola spokesperson Scott Jacobson said
the company has been "inclined to place [its] emphasis on
global sports like the Tour de France, the World Cup and the
Olympics, and whole sports like the NBA, NASCAR and the
Powerade role with the [NHL]" (ATLANTA CONSTITUTION, 2/10).
WHO WILL BE THERE? In Atlanta, Renee DeGross reports
that Nike, which pulled out of last year's Super Show, has
"decided to come back this year in a smaller capacity."
Reebok, adidas and L.A. Gear, all of which did not
participate last year, will not have booths again this year.
Event sponsor SGMA spokesperson Mike May said that the
"absence of the major manufacturers should not cut into" the
Show's attendance, as about 80,000 are "expected" to attend.
DeGross notes that Tommy Hilfiger is "showing up for the
first time" (ATLANTA CONSTITUTION, 2/10). CBS SportsLine
will offer live online broadcast coverage from the new
products pavilion at Super Show. The Webcast is located at
www.sportsline.com/u/store/supershow (SportsLine.com).
