SBD/Issue 91/Sponsorships, Advertising & Marketing

Marketplace Round-Up

SUPER BOWL: SPORTSBUSINESS JOURNAL’s Andy Bernstein notes Fox Senior VP/Sports Sales Jim Burnette is holding the $2.4M price for a 30-second Super Bowl spot, “even for less-desirable placements in the second half.” While some media buyers wait for prices to drop to the $1.7M range, Bernstein writes Burnette’s message is: “Wait all you want. We both know you want to be in the Super Bowl, and you’ll pay the going rate like everyone else” (SBJ, 1/31 issue). A-B VP/Brand Management Bob Lachky said that a “key priority” of A-B’s Super Bowl ads this year will be “re-establishing Bud Light’s message of fun and humor.” The company has ten ads in this year’s game, and Lachky said, “A lot of the game will be devoted to Bud Light.” Bud Light’s “Skydiver” spot, in which a master “finds a hilarious way to deal with a nervous parachute jumper on his first try,” will run in the first ad spot after kickoff (ST. LOUIS POST-DISPATCH, 1/30).

BASEBALL: In N.Y., Matt Richtel cites a source as saying that Take-Two’s eight-year deal with MLB is worth $200-250M, “a figure that includes a commitment by Take-Two to advertise the games” (N.Y. TIMES, 2/1). Reports yesterday had the deal worth over $150M (THE DAILY)....In Atlanta, Tim Tucker reported the Braves have retained Atlanta-based marketing and ad agency Blue Sky, which also reps the Hawks and Thrashers (ATLANTA CONSTITUTION, 1/30).

ON LOCATION: In Charlotte, Ronnie Glassberg reported that at least five companies – Lowe’s, Domino’s, Carquest, Enterprise Rent-A-Car and Trimspa — last month filmed ads at Lowe’s Motor Speedway. The Domino’s ads featured NASCAR Nextel Cup drivers Michael Waltrip and Dale Earnhardt Jr. ordering pizza (CHARLOTTE OBSERVER, 1/30).

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