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SBD/Issue 16/Sponsorships, Advertising & MarketingPrint All
Coca-Cola “is looking at a range of options to break into F1, including buying or becoming a sponsor to an existing team,” as well as “examining the feasibility of setting up its own team,” according to Andrew Murray-Watson of the London TELEGRAPH. It is believed that Coca-Cola “has not yet held talks with any team bosses.” A Coca-Cola exec said, “It is very early days yet. But the growing popularity of F1 in several key Asian markets is something that is of interest to Coca-Cola.” F1 Management Chair Bernie Ecclestone confirmed that he was aware of Coca-Cola’s interest. Murray-Watson notes that title sponsorship of an existing team “could start at around” US$50M, while buying a team would cost at least $200M (London TELEGRAPH, 10/2).
“We believe in hockey” is the tagline for OLN’s new NHL ad campaign that broke Saturday, according to Andy Bernstein of SPORTSBUSINESS JOURNAL. The campaign, produced by Fort Franklin, Boston, “features clips of past NHL games and fans cheering,” and relies on “more familiar images from the sport” than the league’s “Warrior” campaign. The first ad shows a shot of Coyotes Managing General Partner & coach Wayne Gretzky with a voice saying, “We believe in The Great One,” then a shot of Penguins C Sidney Crosby with the voice saying, “and the Next One.” OLN’s buying agency, Connecticut-based Media Storm, “will do spot cable buys in the home market of clubs competing on the network” (SPORTSBUSINESS JOURNAL, 10/3 issue). OLN runs a full-page ad in today’s N.Y. Times promoting its season-opening Rangers-Flyers broadcast Wednesday. The ad reads, “We Believe In Being Relentless And Diving In Front Of A 90 MPH Slap Shot” (THE DAILY).
QUITE FRANKLY: Fort Franklin CEO & Creative Dir Marc Gallucci would not give a value of the agreement with OLN, but said that the deal “is a major piece” of the company’s business, “roughly 25[%] of its billings for the year.” In Boston, Jesse Noyes reports the campaign has “spurred the hiring of five new staffers with five more positions yet to be filled.” Noyes writes Fort Franklin’s “solid standing with ESPN makes the shift to a rival a gamble.” However, Gallucci said that while his company was “one of a handful of agencies ESPN hired,” it now is the “primary firm for OLN.” Gallucci: “You have to calculate your risk. I believe OLN is a minimal risk” (BOSTON HERALD, 10/3).
MUCH ADO ABOUT NOTHING: Meanwhile, Conductor, L.A., President Tom Cotton, whose company produced the “Warrior” ad campaign that drew criticism from outgoing NCWO Chair Martha Burk, said the company “wanted to portray a mythical shrine to hockey and sell the idea of these players as warriors.” Cotton: “The woman [in the ads] is a tough cookie. She is an equal to the player. She is his physical and spiritual trainer. If we were portraying this in some hyper-real way it would not be appropriate, but this is clearly a myth. What was Ms. Burk looking at?” But Calgary-based Institute for Hockey Research Dir of Education Mike Bracko said the commercial “would not propel a family –-well, maybe if the father has high levels of testosterone -– to go to a hockey game so his kids could see scantily clad women, warriors and swords” (L.A. TIMES, 10/3).
Midway’s “Blitz” Not Bound By NFL License
DISCUSSION POINTS: A roundtable with EA Sports Dir of Marketing for Pro Football Games Jordan Edelstein, Electronic Gaming Monthly News Editor Bryan Intihar and former NFLer Ray Buchanan followed Naqi’s report. EA Sports holds the exclusive rights to NFL marks and player likenesses in the videogame category, and when asked how close “Blitz” is to the actual NFL, Edelstein said, “That’s something for the NFL really to judge.” ESPN’s Bob Ley interrupted Edelstein by saying, “You must have an opinion on this.” Edelstein: “You can hear the outrage from (Buchanan) in terms of some of it is a little close to the NFL and the NFL players.” Electronic Gaming Monthly News Editor Bryan Intihar on the competition “Blitz” poses to EA Sports’ “Madden” franchise: “I actually think there’s room for both games. Every kid is always going to want to play ... their favorite players on the football field. That’s why there’s Madden. ... But there’s also part of the segment that doesn’t really care about that and likes the more over-the-top type action, and that’s what ‘Blitz’ is designed for. It’s over-the-top for a reason. It has to attract a new consumer” (“Outside The Lines,” ESPN, 10/2).
Analysts Do Not See
“Blitz” Challenging EA’s “Madden”
HE’S GOT GAME: ABC’s John Madden, on his EA video game, “I do play it myself a little. I’m not very good. I really get more out of watching other people playing it. I am heavily involved in what we do with it each year. The plays, the defenses, the changes, all of that” (CHARLOTTE OBSERVER, 10/3). Madden, on NFL players’ comments on their characters in the game: “I get all these complaints from players. Gotta give me more juice. Gotta give me more power!” (CHARLOTTE OBSERVER, 10/3).
Pete Rose Opts Not To Endorse
Internet Sports Book
SQUEEZE PLAY: In Boston, gossip columnists Fee & Raposa report Boston Mayor Tom Menino held Modell’s Sporting Goods CEO Mitch Modell “captive inside the Reebok luxury suite at Fenway Friday night and wouldn’t let him go outside to watch the game until Modell agreed to open an outlet in Downtown Crossing.” Modell said that the company is now looking at five possible locations (BOSTON HERALD, 10/3).
BICYCLE KICK: In Boston, Jose Martinez noted Boston-based Liberty Mutual bought into the Spanish professional bike team Liberty Seguros, “after investing heavily in several companies in bike-mad Spain in 2000 and finding itself with zero name recognition on the Iberian peninsula.” Liberty spokesperson Fabio Selvig said, “Within 18 months, we went from 0.4[%] name recognition to 56.6[%]” (BOSTON HERALD, 10/1). The company brought to Boston six members of the team that rode in this year’s Tour de France “for a weekend of activities.” Robert Heras, who won the Spanish Vuelta last month for a record-setting fourth time, was among the riders. The team is auctioning Heras’ bike on eBay with proceeds going to the victims of hurricanes Katrina and Rita (BOSTON GLOBE, 10/1).