SBD/Issue 88/Sponsorships, Advertising & Marketing

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  • Ad Monitor: Ford Leads NFC Championship Game Advertisers

    The following charts present the ads run during Fox’ broadcast of the NFC Championship Game, as well as the hour-long pregame show. The feed monitored was from Charlotte’s WCCB-Fox. The ads appear with their frequency and length (THE DAILY).

    ADS RUN ON FALCONS-EAGLES PREGAME SHOW ON FOX
    COMPANY/BRAND
    ADS/LENGTH
    COMPANY/BRAND
    ADS/LENGTH
    Ford
    3 :30
    McDonald’s
    1 :30
    Cingular
    2 :30
    NFL
    1 :30
    HP
    2 :30
    State Farm
    1 :30
    Nationwide
    2 :30
    TD Waterhouse
    1 :30
    Alltel
    1 :30
    Visa
    1 :30
    Dodge
    1 :30
    Web MD
    1 :30
    Frito-Lay
    1 :30
    YUM! Brands
    1 :30
    MasterCard
    1 :30

    NOTES: YUM Brands promoted its Pizza Hut restaurant. The NFL promoted NFL Network. Frito-Lay advertised its Lay’s Cheddar & Sour Cream chips.

    BROUGHT TO YOU BY: State Farm and Ford sponsored Fox’ “NFL on Fox” pre-game show, and the following sponsored elements also ran during the telecast: “Cingular Fantasy Player of the Game”; “State Farm Covers the Field.”

    PROMOS: The following promos for Fox shows aired, with their frequency listed parenthetically: “American Idol” (1), “Daytona 500” (1) and “Trading Spouses” (1).

    ADS RUN ON FOX' BROADCAST OF THE NFC CHAMPIONSHIP GAME
    COMPANY/BRAND
    ADS/LENGTH
    COMPANY/BRAND
    ADS/LENGTH
    Ford
    6 :30
    Nike
    1 :60
    Toyota
    5 :30
    Bayer
    1 :45
    Anheuser-Busch
    4 :30
    Alltel
    1 :30
    Jeep
    4 :30
    Audi
    1 :30
    Sprint
    4 :30
    Best Buy
    1 :30
    Coors Brewing
    3 :30, 1 :15
    Cadillac
    1 :30
    NFL
    2 :30, 1 :10
    Campbell's
    1 :30
    20th Century Fox
    1 :30, 3 :15
    Capital One
    1 :30
    Chrysler
    3 :30
    Cisco
    1 :30
    Dodge
    3 :30
    Columbia Pictures
    1 :30
    Dr Pepper
    3 :30
    Hardees
    1 :30
    McDonald’s
    3 :30
    Honda
    1 :30
    Southwest
    3 :30
    HP
    1 :30
    State Farm
    3 :30
    MasterCard
    1 :30
    Subway
    3 :30
    PepsiCo
    1 :30
    Visa
    3 :30
    Progressive
    1 :30
    Chevrolet
    2 :30
    Saturn
    1 :30
    Cingular
    2 :30
    SBC
    1 :30
    Hummer
    2 :30
    Sony
    1 :30
    Miller Brewing
    2 :30
    Lions Gate
    1 :15
    Nationwide
    2 :30
    Universal
    1 :15
    Nissan
    2 :30
    Warner Bros.
    1 :15
    UPS
    2 :30

    NOTES: Anheuser-Busch promoted its Budweiser and Bud Light beers. Coors promoted Coors Light and Aspen Edge. Bayer promoted Levitra. PepsiCo advertised Wild Cherry Pepsi. Sony promoted its PlayStation 2 game console. The NFL promoted NFLShop.com and the NFL Playoffs.

    BOX OFFICE: Warner Bros. promoted the theatrical release of “Constantine,” Lions Gate promoted “Alone in the Dark,” Columbia promoted “Hitch,” and 20th Century Fox promoted “Hide & Seek,” as well as the DVD release of “Alien vs. Predator.” Universal promoted the DVD release of “Friday Night Lights.”

    BROUGHT TO YOU BY: The following sponsored elements were included in the broadcast: “Cingular Fantasy Player of the Game”; “Visa Halftime Report”; “UPS Leaderboard”; and “Subway Post Game.”

    PROMOS: The following promos for Fox, FSN and FX programming aired, with their frequency listed parenthetically: “Super Bowl XXXIX” (12), “American Idol” (7), “24” (7), “Arrested Development” (5), “The Simpsons” (5), “Family Guy” (4), “Malcolm” (4), “Daytona 500” (3), “House” (3), “King of the Hill” (3), “Best Darn Super Bowl Road Show” (1), “The Shield” (1), “The Simple Life: Interns” (1) and “Trading Spouses: Meet Your New Mommy” (1).

    Print | Tags: Anheuser Busch, AVP, DaimlerChrysler, Detroit Lions, Dr Pepper/7UP, Football, General Motors, hp, MasterCard, McDonalds, Minnesota Wild, Nationwide Insurance, News Corp./Fox, NFL, Nike, Nissan, PepsiCo, Sprint, Toyota, UPS, Visa
  • Angels Team Up With AEG To Broaden Merchandise Distribution

    The Angels have reached a five-year agreement with AEG Merchandising to serve as the exclusive merchandise retailer at Angel Stadium. The Angels’ retail presence will also be expanded throughout Southern California, with products available at AEG’s Team LA stores in Staples Center, The Home Depot Center and Universal City Walk, as well as on Teamlastore.com (Angels). In L.A., Bill Shaikin cites sources as saying the Team LA outlets are considered team stores, and therefore sales are not subject to MLB’s revenue-sharing rules. The Angels have changed their name to the Los Angeles Angels of Anaheim, but Angels VP/Communications Tim Mead said the team has “not authorized any Los Angeles merchandise. You just won’t see that.” Shaikin notes that under a similar deal with AEG, Dodgers merchandise appears at the CityWalk but not at Staples Center or The Home Depot Center (L.A. TIMES, 1/27).

    NAME CALLING: MLB.com, which listed teams by city under its pull-down menu before the Angels changed their name, has now changed the menu to list team nicknames (THE DAILY).

    Print | Tags: LA Angels, Baseball, Home Depot, Los Angeles Dodgers, MLB
  • Great American Smoke-Out: NASCAR Inks Nicorette As Sponsor

    Nicorette Feels NASCAR Audience
    Perfect For Product

    GlaxoSmithKline’s (GSK) Nicorette has signed a deal with NASCAR to become the sport’s first quit-smoking product. Nicorette will also be an associate sponsor of Chip Ganassi Racing’s No. 41 Target Dodge, driven by Casey Mears, for the ’05 season. The car will feature a special Nicorette paint scheme at the March 20 Nextel Cup Golden Corral 500 at Atlanta Motor Speedway. GSK’s Goody’s Headache Powder has been a NASCAR sponsor since ’77 (GSK) USA TODAY’s Bruce Horovitz reports that Nicorette’s NASCAR deal is for three years. The deals with NASCAR and Ganassi are “believed to exceed $3[M] annually.” Nicorette “might seem a most unlikely sponsor” given NASCAR’s history of tobacco sponsorship, including Winston’s former title sponsorship of the sport’s top series. Simmons Market Research found that NASCAR fans are 28% more likely to smoke than other adults, and smoke 18% more cigarettes than other adults. They are also “more likely to smoke” than fans of MLB, the NBA, NFL and NHL. GSK Consumer Healthcare Senior Manager of Promotional Activities Steve Kapur: “This is a great audience for us” (USA TODAY, 1/27).

    Print | Tags: Baseball, Basketball, DaimlerChrysler, Football, Hockey, MLB, Motorsports, NASCAR, NBA, Nextel, NFL, NHL, R J Reynolds
  • Marketplace Round-Up

    Serena Continues To Draw Reactions
    For Clothing Choices

    ESPN’s Dick Enberg, on Serena Williams’ Nike outfit she was wearing prior to her Australia Open semi-final match against Maria Sharapova last night: “Those of you that have been with us throughout the fortnight, she had kind of a bib look that had an attachment to more of a dress covering the shorts; and in frustration, she removed that part of her garb, and now she’s got that slimmed down look. She’s ready to go to work. No frills to get in the way” (ESPN2, 1/26).

    AD IT UP: Eric Young of the S.F. BUSINESS TIMES reports the Warriors have begun “several auctions on Ebay that allow people to buy advertising time during games in the Oakland Arena.” Winning bidders will see their message displayed on four new digital displays. Bids begin at almost $100 for one minute of ad time during a game or $250 for pregame or half-time ads. The club will still sell major sponsorships, but team execs said that Ebay allows “small businesses or individuals to get their ads in front of Warriors fans.” Warriors President Robert Rowell: “It has the potential to be the springboard to a new way to sell advertising to the masses” (S.F. BUSINESS TIMES, 1/24 issue).

    BEER GOGGLES: USA TODAY’s Steve Wieberg reports the NCAA Div. I BOD “quietly has begun a review of alcohol-related policies -– from advertising guidelines to the allowance of stadium and arena beer sales – at local, conference and national levels.” The deliberations “predate last week’s decision by a New Jersey jury” ordering Aramark to pay $105M in a drunken-driving case and the November 19 Pacers-Pistons brawl. Almost a third of the responding schools to an ’03 survey “allowed alcohol ads in stadium and arena signage” and more than a third “permitted it in game programs” (USA TODAY, 1/27).

    Print | Tags: Aramark, Basketball, Colleges, Detroit Pistons, ESPN, Golden State Warriors, Indiana Pacers, NCAA, New York Giants, Palace Sports & Entertainment, Southwest Airlines, Tennis, Walt Disney
  • NBA Names & Faces: Time Is On LeBron’s Side

    TIME’s Sean Gregory profiles Cavaliers F LeBron James and writes, “Ever since [Michael] Jordan’s first retirement a dozen years ago, the NBA has searched from Chi-town to China for a star as dominant and marketable as His Airness. The contenders have bounced off magazine covers and TV commercials: Anfernee (Penny) Hardaway, Grant Hill, Allen Iverson, Vince Carter, Kobe Bryant.” James “is already far ahead of the pretenders. ... He has resurrected the moribund Cavaliers and, in a season marred by an ugly melee in neighboring Michigan, perhaps the NBA as well.” Bucks Coach Terry Porter: “You could argue that LeBron is kind of carrying the league right now” (TIME, 1/31 issue).

    ‘MAINE MAN: In a profile of Pacers F Jermaine O’Neal, SI’s S.L. Price notes Indianapolis-based Klipsch Audio, which signed O’Neal last summer to serve as a national spokesperson, “never made a sound about backing away from O’Neal” after the November 19 Pacers-Pistons brawl. Klipsch Audio Marketing Coordinator Tom Meyer-Klipsch: “Now that we’re out in Best Buy and mass-merchant retail, Jermaine’s face is the one we want out there” (SI, 1/31 issue).

    GOT MELO? Nuggets F Carmelo Anthony appears in a Got Milk? ad in the January 27 issue of Rolling Stone. The ad shows Anthony, with a milk mustache, dunking a basketball, with the tag, “Big Man Off Campus” (THE DAILY).

    Print | Tags: Basketball, Cleveland Cavaliers, Denver Nuggets, Detroit Pistons, Indiana Pacers, Kroenke Sports Enterprises, Milwaukee Bucks, NBA, Palace Sports & Entertainment, Sports Illustrated
  • Sprint Inks Mobile Content Deal With TigerWoods.com

    TAG, You’re It: Watchmaker
    Debuts Tiger Woods Watch

    Sprint has signed an exclusive two-year deal to offer TigerWoods.com mobile content to its Sprint PCS Vision customers. The content, which costs $2-6.49, includes Woods voice ringers; screen savers; and Club Tiger Mobile, a Java application that allows customers to access live stats and scores, breaking news, a tournament schedule, a photo gallery, trivia and golf tips. Sprint PCS Vision customers will also continue to have access to a mobile version of EA Sports’ “Tiger Woods 2005.” The agreement, brokered by IMG agent Mark Steinberg and IMG Interactive Business Manager Rob McNamara with Sprint VP/Wireless Data Services Jeff Hallock, does not grant Sprint the right to use Woods’ likeness. McNamara said the deal includes distribution rights in North America, and while some “gray area” may exist contractually, Woods would not pursue personal endorsement deals with Sprint competitors. By comparison, McNamara said TigerWoods.com has a “portal relationship” with Yahoo, adding, “You would not see Tiger endorsing AOL” (THE DAILY).

    TIGER TIME: TAG Heuer has unveiled its Professional Golf Watch, co-designed by Woods. The watch features Woods’ logo on the dial and signature on the case back, and is designed for golfers to wear while playing. A limited supply of 4,000 will be available in April. A portion of sales will benefit Tiger Woods Foundation (TAG Heuer).

    Print | Tags: EA Sports, Golf, Sprint
  • Super Bowl Marketing News: Cadillac Responds To Brady Suit

    Cadillac attorneys have been working on a settlement agreement with Patriots QB Tom Brady “for nearly a year over the unauthorized use” of Brady’s image in a print ad after his contract with the company expired, according to Fee & Raposa of the BOSTON HERALD. Brady has filed a $2M lawsuit against GM, but Cadillac Dir of Communications Jeff Kuhlman said, “Their demands are 20 times more than the amount paid to use his likeness for an entire season.” Kuhlman called the timing of Brady’s lawsuit “a bit shocking,” since Cadillac sponsors the Super Bowl and gives a car to the game’s MVP. Brady has won two of the last three Super Bowl MVP awards. Cadillac has no input on who wins the award, and Kuhlman added, “If Tom wins this year, he’ll have his choice of Cadillacs” (BOSTON HERALD, 1/27).

    NFL Has Lofty Expectations
    For Eagles Merchandise

    NOT BIRD FEED: USA TODAY’s Larry Weisman reports that as of noon ET Wednesday, NFLShop.com had sold 13,000 Eagles NFC Championship hats and T-shirts, a “three-day record for that outlet.” NFL Senior VP/Consumer Products Mark Holtzman: “We expect the Eagles to be among the top selling conference champions of all time.” Eagles merchandise “already was among the leaguewide sales leaders this season.” Reebok’s sales figures through January 18 rank the replica jerseys of WR Terrell Owens’ No. 81 third, QB Donovan McNabb’s No. 5 fourth and DE Jevon Kearse’s No. 93 16th (USA TODAY, 1/27).

    SOCKED AWAY? CNNMONEY.com’s Chris Isidore reported SportScanInfo data shows that sales of Patriots merchandise over the last four weeks is down 37% from the same period last year. Over that span, Patriots LB Tedy Bruschi’s No. 54 jersey is the team’s most-popular seller, ranking 20th overall in league-wide sales. Nine of the top ten jerseys are players from the other conference championship teams — the Steelers, Eagles and Falcons. Colts QB Peyton Manning’s No. 18 jersey is the only one ranked in the top ten from a non-conference championship team. SportScanInfo Dir of Marketing Neil Schwartz, on demand for Patriots merchandise: “It looks like they’ve become a little blasé.” The Patriots still rank third in the NFL for licensed merchandise sales, behind the Steelers and Eagles (CNNMONEY.com, 1/26).

    Print | Tags: Atlanta Falcons, Football, General Motors, Indianapolis Colts, New England Patriots, NFL, Philadelphia Eagles, Reebok
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