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SBD/Issue 144/Sponsorships, Advertising & Marketing
Published April 16, 2002
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 (GOLFWEEK.com, 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).