UCLA Health Gets Name On Lakers Facility Lawsuit Over Canceled HOF Game Moved Packers Fans Dominate HOF Ceremony TBT Tips Off With Games On Facebook Lakers Remove Magic's VP Title Lakers' Hiring Of Walton Draws Praise New Pro Basketball League Set For September Youth Football Participation Increased In '15 Kobe's Farewell A Boon For Business Warriors Game Big For CSN Bay Area
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).