MLB TO BE A MEMORABILIA PLAYER? BRANDWEEK's Terry
Lefton writes that the U.S. memorabilia market is "rampant
with counterfeiting," as "some estimates say more than half
of autographed merchandise is fake." MLB is "looking to
change that" under its new Authentic Autograph program "in
conjunction with a big accounting firm whose employees will
authenticate every autograph and then affix a holograph to
every signed item." MLB will "eventually require" all
licensees selling autographed merchandise to have "certified
product." The program is "expected to launch" early this
season with a print campaign (BRANDWEEK, 3/23 issue).
TENNIS: In Miami, Gregg Fields writes that in order to
"make sure the business of tennis is a net gain for
sponsors," companies and sports organizations are "deploying
increasingly sophisticated research in measuring the
effectiveness of sponsorship." Ericsson knew "long before"
it signed its title sponsorship of the former Lipton
Championships that "tennis fans skew" 55% male and that the
"average fan has a household income of $62,000 and is 31
years old." Other research shows that "half of tennis fans
would consciously purchase products from a tournament
sponsor." Ericsson PR Dir for the Americas Rosemary
Ravinal: "We don't exactly do sports marketing. We consider
this consumer marketing" (MIAMI HERALD, 3/24)....In N.Y.,
John Krich wrote that the growth of tennis is "slowed" in
Asia "by expense, elitism and parents who'd much prefer to
nurture future business professionals than touring pros."
While the number of ATP events in Asia "had grown to six
since" the 80s, it was "recently trimmed by half." Last
week, Singapore's two-year old event was "canceled because
of cutbacks made by Star TV and ESPN" (WSJ, 3/23).
NOTES: The Mariners will use Entry Media's Turnstile
AdSleeve Armcovers at Safeco Field this season. The Seattle
Post-Intelligencer will be the sponsor (Entry Media).
...MVP.com has signed on as a presenting sponsor of the
IHL's 2000 Turner Cup Playoffs (IHL).
