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SBD/Issue 82/Sponsorships, Advertising & Marketing
Published January 18, 2001
ARE YOU NUTS? In Dallas, Leah Beth Ward writes that Electronic Data Systems will launch a new Super Bowl spot called "Running with the Squirrels," which "likens helpless customers to bullfighters, muscle-bound but unable to outrun their more nimble competitors." The spot will run twice during Super Bowl XXXV and will also appear in post-game shows (DALLAS MORNING NEWS, 1/18)....David Letterman, on the Super Bowl: "They're playing the game down in Tampa, Florida, so we should have a winner sometime in March." Letterman: "The winner will be either the Giants, the Ravens or Pat Buchanan" ("Late Show," CBS, 1/17).
ENTERPRISING QB: Former VA Tech QB Michael Vick signed an exclusive marketing rep deal with Kelly Enterprises, which will handle his endorsements and PR. The NFLPA confirmed that Vick also has a separate representation agreement with VA-based Joel Enterprises. Andy Joel and Dan Kelly, the brother of former Bills QB Jim Kelly, will handle contract negotiations for Vick (TIMES-DISPATCH, 1/18).
THE ROOF IS ON FIRE: Brewers VP/Marketing Laurel Prieb "confirmed" that the team will "unleash the first in a series of radio and television ads next week designed to stoke the fires of fan enthusiasm" for the opening of Miller Park. Prieb said that the "marketing blitz" will include "newspaper advertising as well as billboards." The first billboard is scheduled to go up this morning. Many radio and TV ads will feature Brewers broadcaster Bob Uecker. Prieb did not disclose the ad budget for this year, but "insiders familiar with the past campaigns estimated it to be" $250,000-$300,000 (JOURNAL SENTINEL, 1/18).
NOTES: In Minneapolis, Dennis Brackin reports that the marketing theme for the Twins in '01 will be "Get to know 'em." Also, with the election of former Twins CF Kirby Puckett to the baseball HOF, the Twins are planning a "special edition Puckett Hall of Fame bobblehead" doll (Minneapolis STAR TRIBUNE, 1/18)....In Detroit, Terry Foster notes that Nike "received several phone calls" from people who believed the new Nike Shox made "springlike sounds" like in the "successful boing commercials." Nike Senior Manager of Corporate Communications Scott Reames: "That is why we say you should always test-drive your shoes before buying them. I think most people would find the shoes annoying (if they made sounds). It was just a fun and whimsical campaign for us" (DETROIT NEWS, 1/18).