SBD/Issue 135/Sponsorships, Advertising & Marketing

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  • ’05 Masters Marks Return Of Sponsors After Two-Year Absence

    Johnson Claims That The Masters
    Does Not Need Corporate Sponsors
    With advertisers making their return after a two-year hiatus from The Masters, Augusta National Golf Club will “reap roughly $14[M] from” ExxonMobil, SBC and IBM, according to a source cited by John Steinbreder of GOLFWEEK. Coca-Cola and Citigroup are absent from this year’s tournament after they “were dropped as sponsors along with IBM before the 2003 tournament in an effort to shield them from activist Martha Burk’s campaign against the membership policies of Augusta National.” Sources said that the three new sponsors’ “international scope ... and their record on women’s rights contributed to their selection.” One source said Augusta “likes international companies, like ExxonMobil and IBM. That was one of the reasons why they severed the Cadillac relationship some years ago. It just wasn’t multinational enough to market the Masters brand around the world.” SBC spokesperson Larry Solomon said of issues concerning the lack of female members at Augusta, “We based our decision to do this on sound business and marketing rationale. We are sponsoring the Masters ... and club policies are a matter for the club” (GOLFWEEK, 4/9 issue).

    HAPPY RETURN: Augusta National Chair Hootie Johnson said that The Masters “could have gone on ‘indefinitely’ without sponsors.” But in Pittsburgh, Gerry Dulac notes Augusta “wants to expand its practice area by 2010 ... and it will be an expensive project.” Johnson: “This will be pretty demanding financially. It would stretch out a long time without sponsors, so we are happy to have them” (PITTSBURGH POST-GAZETTE, 4/7). Johnson, on sponsors returning to Masters TV coverage on CBS and USA: “I do not think four minutes an hour for commercials is an imposition on our viewers” (GOLFWEEK, 4/9 issue).

    FOR MORE: For news around TV coverage of this year’s Masters.

    Print | Tags: CBS, Coca-Cola, General Motors, Golf, IBM, Viacom
  • China Mobile Inks Marketing And Content Deal With NBA

    The NBA has inked a multi-year marketing partnership designating Beijing-based China Mobile Communications Corp. as the league’s official telecom service provider in China. China Mobile gets the rights to use NBA marketing assets to promote its services and to distribute NBA wireless content throughout the country, including scores and stats, downloads of NBA logos and player images, and other interactive elements. Focusing on China Mobile’s M-Zone platform, a subscription package targeting teens and young adults, the company will activate its new partnership via consumer promos, sponsorship of the league’s national and regional TV programming, the NBA’s Chinese Web site and league events in the country (NBA).

    NBA’s Mark Fischer (l) And Heidi Ueberroth (c) With China Mobile VP Lu Xiangdong

    Print | Tags: Basketball, NBA
  • Cubs To Introduce A Rotating Advertising Sign For TV

    Cubs Single Out Payroll As Reason
    For Adding Rotating Signage
    The Cubs, “in a move to generate more revenue to pay players,” will introduce a rotating 10-by-3-feet advertising sign behind home plate this season, according to Fred Mitchell of the CHICAGO TRIBUNE. The signage is “mainly for TV” and Cubs VP/Marketing & Broadcasting John McDonough said that it will be “‘almost indiscernible’ to fans at Wrigley Field.” McDonough: “We are the last of 30 teams to (go) into that. And that revenue (roughly $5M annually) is targeted for team payroll.” More McDonough: “If you are in the park, you won’t really notice it. But it is strong visibility for the advertiser. This revenue will be new inventory. In some ways you can say it is subliminal. People will become accustomed to it after a while.” McDonough added, “In a perfect scenario, you would like to keep Wrigley Field as pristine as possible. But it is not economic reality.” Mitchell reports there will be “17 commercial partners advertising behind home plate, rotating each half inning” (CHICAGO TRIBUNE, 4/7). ANC Sports has signed a multi-year deal to install and operate Wrigley’s rotational signage system. ANC recently signed a similar deal with the Nationals.

    Print | Tags: Baseball, Chicago Cubs
  • Game Misconduct: Ad Pulled Featuring College Hockey Player

    Two Minutes For Hooking:
    Easton Sports Release Pulled
    San Diego-based Formula PR withdrew a news release for Easton Sports promoting Colorado College hockey player Brett Sterling as using the company’s Synergy skates because “it would have jeopardized Sterling’s amateur status with the NCAA,” according to USA TODAY. The move to pull the release came yesterday, while the NCAA men’s hockey semifinals, in which Colorado College is playing, begins today. Formula sent the release “without the knowledge of Sterling or Colorado College.” Colorado College AD Julie Soriero said, “We immediately contacted them when we were alerted and emphasized that this was inappropriate and should stop.” USA TODAY notes Easton launched an ad campaign for the skate in January, but “had not linked the promotion to Sterling until Wednesday” (USA TODAY, 4/7).

    Print | Tags: Colleges, NCAA
  • Hitting The Green: Top Golfers’ Endorsement Deals

    As the 69th Masters begins today at Augusta National, THE DAILY lists the endorsement deals for the top 25 players according to the Official World Golf Rankings, as well as some other notables in the tournament's field of 88. Today, we list equipment-related agreements, including ball, driver, irons, putter, bag and glove. It should be noted that many golfers do not sign putter endorsement deals, preferring the freedom to switch clubs. Yes! and STX putters do not offer endorsements. Tomorrow, look for other deals such as apparel, hat and shirt patches, shoes and other categories (THE DAILY).

    RK Name Ball Driver Irons Putter Bag Glove
    1 Vijay Singh Titleist Cleveland Cleveland Never Compromise Cleveland Titleist
    2 Tiger Woods Nike Nike Nike None Buick Nike
    3 Ernie Els Titleist Titleist Titleist Scotty Cameron Titleist Titleist
    4 Phil Mickelson Callaway Callaway Callaway Callaway Callaway Callaway
    5 Retief Goosen Titleist TaylorMade TaylorMade None TaylorMade Titleist
    6 Padraig Harrington Titleist Wilson Staff Wilson Staff Wilson Staff Wilson Staff; Appleby Jewelers Titleist
    7 Sergio Garcia Maxfli TaylorMade TaylorMade TaylorMade TaylorMade Maxfli
    8 David Toms Titleist Cleveland Cleveland None Cleveland; Sharpie Titleist
    9 Adam Scott Titleist Titleist Titleist Scotty Cameron Titleist Titleist
    10 Stewart Cink Nike Nike Nike Nike Nike Nike
    11 Mike Weir Titleist TaylorMade TaylorMade Scotty Cameron TaylorMade FootJoy
    12 Davis Love III Titleist Titleist Titleist Scotty Cameron Titleist FootJoy
    13 Stuart Appleby Bridgestone Bridgestone Bridgestone None Bridgestone Bridgestone
    14 Kenny Perry Titleist TaylorMade TaylorMade None TaylorMade FootJoy
    15 Chris DiMarco Titleist PING PING None PING FootJoy
    16 Luke Donald Titleist Titleist Mizuno Scotty Cameron Mizuno FootJoy
    17 Darren Clarke Titleist TaylorMade TaylorMade TaylorMade TaylorMade Titleist
    18 Miguel Angel Jimenez Srixon PING PING PING PING Srixon
    19 Chad Campbell Titleist None None None None FootJoy
    20 Scott Verplank Titleist TaylorMade TaylorMade None TaylorMade Titleist
    21 Tom Lehman Srixon TaylorMade TaylorMade None TaylorMade Srixon
    22 Fred Funk Titleist TaylorMade TaylorMade None TaylorMade Titleist
    23 Shigeki Maruyama Bridgestone Bridgestone Bridgestone Scotty Cameron Paradiso Bridgestone
    24 Justin Leonard Nike Nike Nike None Nike Nike
    25 Stephen Ames Nike Nike Nike MacGregor Nike Nike
    RK Notables Ball Driver Irons Putter Bag Glove
    26 Lee Westwood Titleist PING PING PING PING Titleist
    29 KJ Choi Nike Nike Nike None Nike Nike
    30 Todd Hamilton Titleist TaylorMade TaylorMade None TaylorMade FootJoy
    32 Jim Furyk Callaway Titleist Ben Hogan Odyssey Ben Hogan Callaway
    35 Paul Casey Nike Nike Nike Scotty Cameron Nike Nike
    36 Fred Couples Bridgestone TaylorMade Bridgestone TaylorMade Bridgestone Bridgestone
    37 Charles Howell III Callaway Callaway Callaway Callaway Callaway Callaway
    49 John Daly Dunlop Sports Dunlop Sports Dunlop Sports Dunlop Sports Dunlop Sports; Hooters Dunlop Sports
    60 Fredrik Jacobson Titleist Titleist Titleist None Kraft FootJoy
    74 Jose Maria Olazabal Titleist MacGregor MacGregor MacGregor MacGregor Titleist
    76 Bernhard Langer Ben Hogan Callaway Ben Hogan None Ben Hogan; Linde Ben Hogan
    114 Mark O'Meara Titleist Titleist Titleist Scotty Cameron Titleist Titleist

    RUMOR: In DC, Barker Davis reports “this week’s most outrageous rumor for the caddie clique” is that Mickelson switched from Titleist to Callaway last September “because he has run up considerable gambling debts.” But Callaway officials “are irate about the rumor and yesterday explained that ... they had an intensive background check done on Mickelson’s gambling history.” A Callaway source: “It came back completely clean” (WASHINGTON POST, 4/7).

    Print | Tags: Acushnet, General Motors, Golf, PGA Tour
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