SBD/Issue 144/Sponsorships, Advertising & Marketing

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  • Big Blues: Genuity Out As PGA Tour Doral Event Sponsor

    The PGA Tour Genuity Championship at Doral "is looking for a new name and a new title sponsor," as a deal to renew the title sponsorship "has fallen through six weeks after tournament officials believed they had reached an agreement to make Genuity the sponsor for four more years," according to Randall Mell of the Ft. Lauderdale SUN-SENTINEL, who notes Genuity became the title sponsor two years ago when Ryder ended its 14-year sponsorship. A spokesperson for the South Florida Golf Foundation, which runs the tournament, said the foundation is talking to "several companies" about becoming the new title sponsor (SUN-SENTINEL, 4/16).

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  • Buick Takes A More Active Role In Its Partnership With Woods

    Buick wants to bring Tiger Woods "down to the grass-roots level this year, designating him the first-ever" honorary chair of the Buick Scramble, the world's largest amateur golf tournament, according to Kate Fitzgerald of AD AGE. Buick, which is taking over as title sponsor from Oldsmobile, "aims to expand the event's reach and increase marketing activity at 2,700 local dealerships new to the tournament." Buick Golf Marketing Manager Larry Peck called the Buick Scramble "the missing piece of our marketing puzzle." Fitzgerald notes that more than 100,000 amateur golfers are expected to participate in approximately 2,000 local tournaments sponsored by local Buick dealerships, and "teams of four players of various skill levels ... have the chance to advance" to the October 2-6 Finals in Orlando, where Woods will award the Tiger Cup to two winning teams. The Scramble, for the first time, will be promoted at dealerships and at golf course pro shops, and Woods appears in various marketing materials for the event (AD AGE, 4/15 issue). Meanwhile, in Detroit, Joe Miller reports that Buick later this year will discontinue its year-old ad slogan, "It's all good," which was used "mainly to introduce" the Rendezvous. Buick GM Roger Adams "wants a broader advertising campaign featuring ... Woods that can be used for all future vehicles" (DETROIT NEWS, 4/16).

    Print | Tags: General Motors, Golf
  • Having Fun With Promos: Beckham Cookies; Goodman Bobbleheads

    England national team MF David Beckham's broken foot has led the U.K.'s Safeway supermarket chain "to add a bandage to its new England footballer gingerbread man," according to the London TELEGRAPH. Safeway postponed the launch of the product "while the nation waited to see" if Beckham recovers in time for the World Cup, and is "preparing itself for the worst and baking batches with icing for a bandage over the ankle and foot" (London TELEGRAPH, 4/14).

    RENEGADES' JERSEY UNVEILING: In Ottawa, Chris Yzerman reported that last Friday, the expansion CFL Ottawa Renegades unveiled their new uniforms via a "case of Molson beer that had a small likeness of the team jersey on the box." Beginning yesterday, consumers "have a one-in-15 chance of winning a replica [jersey] when they buy a case of 24 that features the promotion." Renegades President Brad Watters: "This is a creative thing to do. We're not just out to be a money grabber. We only have one chance to build this atmosphere. We have to do this right." Meanwhile, the team inked a three-year sponsorship deal with Telus Mobility worth about C$500,000 (OTTAWA CITIZEN, 4/13).

    HAVE MERCY ON THE GOODMAN: The Triple A PCL Las Vegas 51s will run a bobblehead promo around Las Vegas Mayor Oscar Goodman at the August 17 game against the Fresno Grizzlies. The team will give away 1,000 dolls (LAS VEGAS SUN, 4/14).

    Print | Tags: Baseball, CFL, Football, Soccer
  • Is Ad The Hottest Thing In Tennis Since McEnroe's Temper?

    An ad under the "For Play" campaign for Italy-based sportswear company Ellesse, featuring 19-year-old Danish model Anine Bing in a "passionate clinch on a rain-soaked tennis court" with Spaniard Pablo Riera-Sanz, "has caused mayhem on the streets across the UK as drivers slow down to take a closer look at the huge billboards," according to The Birmingham (U.K.) City Council has "banned the ad from appearing across the front of Birmingham Town Hall because councillors believe it is too shocking." But Ellesse Marketing Manager Ruth Stevens said of the ad, "We have had a fantastic response. We haven't had any negative feedback whatsoever." The Web site has attracted 250,000 visitors in the week since the ad launched (, 4/15).

  • Marketplace Round-Up

    JUST WEAR IT: In Portland, Andy Giegerich wrote while Nike "doesn't expect to make more than a pittance in baseball equipment sales," Nike's new baseball gloves "are part of the next big move by the company that keeps redefining corporate marketing." Giegerich: "Why does a company with more than $9[B] in annual sales bother to develop a new line that, at most, might bring in a mere $20[M]? Because everywhere there's a popular athlete, that's where Nike wants to be. ... In terms of big leaguers, Nike wants to get gloves in the hands of middle fielders and pitchers" (PORTLAND TRIBUNE, 4/12).

    NOTES: U.S. speedskating Gold & Silver Medalist Derek Parra "is close to signing a sponsorship deal with" CA-based Big Bear Mountain Water. While financial terms were not disclosed, Big Bear Mountain Water GM Peter Willis said that the deal will pay Parra "well into six figures" (ORLANDO SENTINEL, 4/16)....Callaway has inked a deal with PGA Tour golfer Per-Ulrik Johansson, under which Johansson will play Callaway clubs and balls and carry a Callaway bag (, 4/14)....In this week's SPORTSBUSINESS JOURNAL, Terry Lefton reports actors Jim Belushi and Courtney Thorne-Smith from the ABC sitcom "According to Jim" star in a series of new promos for ABC/ESPN's Stanley Cup Playoff coverage (SPORTSBUSINESS JOURNAL, 4/15 issue).

    Print | Tags: ABC, Baseball, Callaway Golf, ESPN, Golf, Hockey, Nike, Olympics, PGA Tour, Walt Disney
  • NBA & Coca-Cola Renew Tie; Will Other Partners Do The Same?

    The NBA and Coca-Cola have expanded their strategic alliance with a new four-year agreement. The deal continues to tie Coca-Cola's Sprite brand with the NBA and NBDL, and Diet Coke and Dasani bottled water with the WNBA. Also, Coca-Cola will increase its marketing activity in connection with the '03 NBA All-Star Game in Atlanta, which is where Coca-Cola's HQs are located (NBA). USA TODAY's Theresa Howard reports Coca-Cola also will "increase its spending and promotion activities with the NBA" (USA TODAY, 4/16).

    UP FOR GRABS? BRANDWEEK's Hilary Cassidy reports that "with all the NBA's sponsor deals slated for renewal after this season," the league is "gearing up for talks with existing and potential partners." Cassidy adds that "central to the negotiations will be" the NBA's new six-year deal with ABC/ESPN, TNT and AOL Time Warner. NBAE Exec VP Heidi Ueberroth said, "There won't be a sea of change in the way we approach partners, but you will see up to a half dozen new companies and categories" (BRANDWEEK, 4/15 issue).

    Print | Tags: ABC, Basketball, Coca-Cola, ESPN, NBA, NBDL, Turner Sports, Walt Disney, WNBA
  • Racing Notes: Fisher Lands A Ride; NASCAR's Sponsor Struggle

    RIDE SARAH RIDE: IRL driver Sarah Fisher, who was recently dropped by Walker Racing, will drive the Dreyer & Reinbold Racing-owned No. 24 Team Purex Infiniti in the Firestone 225 at Nazareth Speedway on Sunday (IRL).

    NASCAR NOTES: In Birmingham, Mike Bolton noted a title sponsor "couldn't be found" for Sunday's Winston Cup race at Martinsville and that eight races remaining on the '02 schedule lack sponsorship. NC-based Promotions in Motion Owner Vangie Woody-Boswell: "Talladega, Atlanta and Rockingham all got deals, but I'm sure at that late of a date it wasn't the deal that they wanted. A lot of it can be attributed to the economy, but the sheer cost of doing business in NASCAR is becoming cost-prohibitive for many." Talladega Superspeedway GM Rick Humphrey added, "We didn't have a sponsor last year for a variety of reasons. The economy was part of it, but you also have to have a sponsor that is the right fit from their standpoint and Talladega's standpoint" (BIRMINGHAM NEWS, 4/14)....NE-based outdoor sports retailer Cabela's has signed on as title sponsor of the August 17 Busch Series race at MI Int'l Speedway (MIS)....OH-based restaurant chain Damon's Int'l has become an associate sponsor of the No. 5 Craftsman Truck Dodge of driver Lance Hooper (COLUMBUS BUSINESS FIRST, 4/12).

    ON-SITE: Racing Electronics and Trac Scan have signed on as the exclusive licensed scanner vendors at all ISC-owned tracks. Talladega PR Dir Ken Patterson, on the exclusivity of the deal: "We're getting calls almost on a daily basis from fans saying they have heard somewhere that they can't [bring] their own scanners into the track. That is not true. We're not looking at what kind of brand you have" (BIRMINGHAM NEWS, 4/14)....The INT'L HERALD TRIBUNE's Brad Spurgeon profiled the "latest crop of motor homes that teams drive from race to race to carry out their business and wine and dine their guests during the 11-event [F1] European season. ... Recession and reduced sponsorship budgets in the early part of the season [have] not apparently affected this communications sector of the global sport, which continues to develop its importance as an off-track show of muscle." Most teams have three motor homes, one for the team, one for the company that provides the engine and one for the main sponsor (HERALD TRIBUNE, 4/14).

    Print | Tags: Formula One, IndyCar, Motorsports, NASCAR
  • Wachovia To Sponsor First PGA Event In Charlotte Since '79

    The PGA Tour will announce plans within the next month to add Charlotte to its tournament schedule beginning in '03, "with Wachovia Corp. signing on as title sponsor," according to Erik Spanberg of the BUSINESS JOURNAL OF CHARLOTTE, who notes the last PGA Tour event in Charlotte was the '79 Kemper Open. Sources said that the '03 event "will be scheduled within a month of the Masters," and that Quail Hollow Country Club will likely host the event. While Wachovia spokesperson Allison Miley declined comment, sources said that the Wachovia sponsorship "is a done deal" and is valued at $750,000-1.25M. Spanberg writes staging a PGA Tour event costs $5M or more, but Charlotte's "corporate base and golf interest should make the tournament successful" (BUSINESS JOURNAL OF CHARLOTTE, 4/12 issue).

    PGA TOUR LEDGER REPORT: GOLF WORLD BUSINESS' Ron Sirak noted the PGA Tour, subtracting September 11-related refunds of $17.7M on canceled events, had $470.6M in direct revenue in '01 — income from TV, tournaments and tournament management — compared to $457.1M in '00, a 3% increase. However, PGA Tour-related activities were "not so positive, as decreased investment income and [TPC] revenue affected total revenue," as total '01 revenue was $661.9M, down 1.9% from $674.4M in '00. After expenses and taxes, PGA Tour Inc. reported earnings of $358.7M in '01, 3.5% lower than the $371.7M in '00. As a result, the PGA Tour designated $367.3M to prize money, tournaments, charity, player retirement benefit plans and "future programs," leaving allocations in excess of net revenue of $8.7M. In '00, the tour had a "surplus" of $1.5M (GOLF WORLD BUSINESS, 4/15).

    Print | Tags: Golf, PGA Tour
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