SBD/Issue 55/Sponsorships, Advertising & Marketing

Marketplace Round-Up

In this week's SPORTSBUSINESS JOURNAL, Terry Lefton reports General Mills' Wheaties "has signed a two-year NBA sponsorship deal." Sources said that the deal "included a rights fee in the low to mid six figures per year and granted General Mills league, team and player rights for both the NBA and WNBA." General Mills "is not committed to buying any media," and activation "took precedence over fees." A CD-ROM "containing highlights of NBA championships would be used as a premium." Wheaties also may put NBA and WNBA champions on boxes (SBJ, 12/2 issue).

FEELING SUPER AGAIN: In MA, Greg Turner reported MA-based Monster "is developing a 30-second commercial to air" during ABC's January 26 Super Bowl XXXVII telecast, which will mark Monster's fifth straight Super Bowl appearance. Ad industry estimates peg the cost of a 30-second ad at $2.3M (METROWEST DAILY NEWS, 11/27).

BRIGHT IDEA: The Islanders debuted their alternate third jersey on ice against the Senators and at retail last Wednesday, and the team's "Orange Out" promo resulted in 2,000 jersey sales, 1,200 at Nassau Coliseum (AP, 12/1). In Toronto, Al Strachan wrote that "there was not much critical acclaim" for the Islanders' third jersey, but the fans "seem to like it" (TORONTO SUN, 12/1).

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