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SBD/Issue 52/Sponsorships, Advertising & MarketingPrint All
Vodafone To End ManU
Jersey Sponsorship Early
Nike has awarded its ad account in China to Wieden & Kennedy (W&K), the agency that handles Nike’s advertising “in most other parts of the world,” according to James Areddy of the WALL STREET JOURNAL. The account had been held by WPP Group’s JWT since ’97, but JWT Greater China CEO Tom Doctoroff said that “even as Nike’s spending has risen, the account has always contributed less than 4% of JWT’s China revenue.” With the ’08 Olympics to be held in Beijing, one source “estimated that Nike is likely to spend tens of millions of dollars in advertising in China over the next three years.” Sources added that W&K is planning to build its campaign for the ’08 Games around Chinese sprinter Liu Xiang, who is sponsored by Nike. According to Nike’s annual report, the company’s revenue in China “nearly doubled in the 12 months ended in May,” as Nike opened an average of 1.5 retail outlets per day in the country (WSJ, 11/23).
Wachovia To Become First Sponsor
With Permanent Signage In Dean Dome
General Mills’ Wheaties brand has broken the second installment of its “Winning Moments” campaign with an ad featuring a re-creation of Doug Flutie’s famous Hail Mary pass to Gerard Phelan that gave Boston College a 47-45 win over the Univ. of Miami in ’84. The ad follows the first spot in the campaign, which featured a softball player hitting a game-winning home run, a la Kirk Gibson in the ’88 World Series(THE DAILY).Agency:
Saatchi and SaatchiAgency Producer: Jerry BoyleCopywriter: Glen LevyArt Director: Paul KwongCreative Director: Tony GrangerDirector: Larry FreyDirector of Photography: Steve Keith Roach Production CompanyProduction Company: ChelseaEditor: Doug WalkerEditorial Company: Filmcore NY
Munter (l), Patrick (c) And Troxel
Sign On To Endorse Hostess
IRL SPONSOR VALUES: A year-end report by Joyce Julius & Associates stated that IRL sponsors saw a 57% increase in the comparable value of their sponsorships during the ’05 season. Overall exposure value during the season was $339,795,225, up $36.3M from ’04. The report also found that overall TV time increased by 57%, while overall sponsor mentions were up 16%. Team sponsors accounted for 56% of the total in-focus exposure time and nearly 30% of all verbal recognition (Ethanol Hemelgarn Racing).