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SBD/Issue 56/Sponsorships, Advertising & MarketingPrint All
Fox has sold 70% of its commercial time for its broadcast of the February 3 Super Bowl, "about even with CBS's pace for last year's game," and Fox President of Sales Jon Nesvig said that the net has sold "about a quarter of its available ad time since" September 11, according to Rick Westhead of BLOOMBERG NEWS. Nesvig would not disclose what Fox was charging for its 58 Super Bowl ad units, saying only the net is "getting what CBS got last year," reportedly around $2M for a 30-second spot. Nesvig said that Fox "expects to sell more than" $200M in ads for 9 1/2 hours of Super Bowl Sunday programming, which would include about $150M at its flagship TV net and $50M at 22 local stations around the U.S. Nesvig added that "traditional Super Bowl advertisers" such as A-B, which is buying a "game-high 10 advertising spots, account for most of the network's sales." PepsiCo, Levi Strauss and Pizza Hut have also bought units (BLOOMBERG NEWS, 11/30). The WALL STREET JOURNAL's Flint & Vranica write that "advertisers willing to hold out a little longer may be able to score some bargains" on the Super Bowl. But "some of the most visible sponsors of recent Super Bowl games" Cingular Wireless, EDS and VW are "taking a pass." Also, many advertisers are "putting their money on the Winter Olympics." Fox is planning "only 3 1/2 hours of pregame fare because the ad market is too soft to support a longer show" (WALL STREET JOURNAL, 12/3). USA TODAY's Michael McCarthy cites media buyers as saying that Fox is selling spots in the $2M range. Meanwhile, financial services companies are "still on the sidelines," and the number of dot-com advertisers "may be zero this time," as Monster.com "may be in for a fourth year, but only if it gets a discount to about" $1.5M (USA TODAY, 12/3).U2 Will Play Live At Super Bowl
LUXURIOUS: In this week's SPORTSBUSINESS JOURNAL, Terry Lefton cites sources as saying that GM's Cadillac has signed a three-year NFL sponsorship worth more than $10M, making the brand the official car and passenger truck of the Super Bowl and Pro Bowl. The deal includes a $2M annual rights fee, "and the NFL also will get to use hundreds of cars at the two events." Cadillac gets Super Bowl and Pro Bowl tickets under the deal (SBJ, 12/3 issue).
BONO-FIDE: U2 will perform live during the E-Trade Super Bowl halftime show (NFL).
Nike Golf has reached multi-year endorsement deals with Mark Brooks, John Cook, Glen Day, Brian Gay and Franklin Langham "to play the company's new clubs next season." All five players "already under contract to play" the Nike Tour Accuracy ball and wear Nike shoes and gloves also will carry Nike-branded bags (GOLFWEEK, 11/29)....In N.Y., Selena Roberts profiled U.S. mogul skier Jeremy Bloom, who "as an articulate teenager with Abercrombie-&-Fitch good looks, as an introspective athlete who can discuss any topic, ... could become the breakout commercial success of the Olympics." Bloom has deals with Oakley and Under Armour (N.Y. TIMES, 12/1)....Bulls 19-year-old rookie F Tyson Chandler: "Do you know me, [teammates Eddy Curry and Trenton Hassell] are the only three rookies not on the NBA Live video game? I can't even play myself" (N.Y. TIMES, 12/2).
The NASCAR Winston Cup Series Awards Banquet was held Friday in N.Y., and '01 Winston Cup champion Jeff Gordon said during his speech, "We've got so much talent and so many different great personalities within our sport. We've got a lot of leaders, and I think all of us have ... to step up and do what it takes to take this sport to the next level" (TNT, 11/30). In Charlotte, David Poole wrote the Awards Banquet "was way too long and more to the point way, way too redundant." Poole, on the top ten drivers mentioning their sponsors, "You can only make 10 guys reading a list of company names so interesting. If that's what the ceremony needs to be, then it just doesn't need to be a TV show" (CHARLOTTE OBSERVER, 12/2).
AND THE WINNER IS ...: The late Dale Earnhardt was named Most Popular Driver for the first time in his career. Gordon was honored as the True Value Man of the Year, while team Owner Jack Roush received the NASCAR Award of Excellence. UPS was given the NASCAR Marketing Award (THE DAILY). Click here for a complete list of winners.
LET'S TALK ABOUT SIX: Terry Lefton reports in this week's SPORTSBUSINESS JOURNAL that NASCAR "has re-upped a half-dozen properties, finishing its renewals for the 2002 season." Official sponsors Visa, The Home Depot and True Value Hardware, as well as promotional partners M&M/Mars, Goodyear and Outback Steakhouse, each renewed. Sources said that the deals "were all between three and five years in length with a total value, including media commitments, of $30 million" (SPORTSBUSINESS JOURNAL, 12/3 issue).
The Call Of The Wild
The NHL Wild will sponsor musher Keith Ailis of MN in the Iditarod dog race in March, according to the AP. The Wild will provide $20,000 for Ailis and his dog team to participate for the first time in the 1,100-mile AK race. The Wild "notified Ailis of its sponsorship" last Thursday, "just ahead of Saturday's registration deadline for the race." Ailis "started looking for sponsors earlier this year after building a team of 16 dogs." The Wild plan to introduce Ailis at an event in January and "will ask him to make appearances" (AP, 12/1).