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SBD/Issue 66/Sponsorships, Advertising & Marketing
RadioShaq: O'Neal To Appear In Super Bowl Pre-Game Ads
Published December 17, 2002
TX-based RadioShack will run seven spots featuring Lakers C Shaquille O'Neal on ABC's Super Bowl XXXVII pre-game coverage, according to Kenneth Hein of BRANDWEEK, who notes the effort will launch Radio Shack's '03 "Think small. Think big" campaign and "tout its post-holiday clearance sales." Three of the ads "will stress that 'now small really is cool' by juxtaposing [O'Neal's] size with the tiny consumer electronics items available at RadioShack." RadioShack Senior VP/Marketing & Advertising Jim McDonald: "With Shaq, we're positioning RadioShack as a small store with a big selection of personal electronics and not just RadioShack branded stuff." New ads featuring O'Neal will air in February as well (BRANDWEEK, 12/16 issue). The SPORTSBUSINESS JOURNAL's Andy Bernstein reports that ABC has sold title sponsorships for seven pre-game segments but is "still looking to move the 4:30 and 5pm half-hour slots." The deals, which also include ad units, cost $150,000-$1.5M. In addition to RadioShack, PepsiCo, Pizza Hut, Sony PlayStation, H&R Block, AT&T Wireless and Charles Schwab have signed on for pre-game entitlements (SBJ, 12/16 issue).