From The Trades: Significant MLB Sponsorships Up For Renewal

General Motors Likely To Renew MLB Sponsorship

In this week's SPORTSBUSINESS JOURNAL, Terry Lefton notes the MLB sponsorships of GM/Chevrolet, Gatorade and General Mills’ Wheaties brand are up for renewal, but adds, “We’d be surprised if both [Chevy and Gatorade’s deals] didn’t get renewed.” Meanwhile, MLB Senior VP/Licensing Howard Smith said that items related to the Red Sox’ World Series victory are tracking at 55-65% of record sales in '04.  Lefton notes, “If that pace continues, it would still be one of the top three MLB hot markets ever.” But Smith said, “I’m a little challenged to believe that will continue, simply because the last one was so ridiculously big and had legs that stretched into the beginning of the next season. I also believe Red Sox sales have to be impacted by the season the Patriots are putting together” (SPORTSBUSINESS JOURNAL, 11/12 issue).

COBRA: In a Q&A with BRANDWEEK's Chuck Stogel, Cobra Dir of Global Marketing Todd Colburn said of the importance of endorsements by pro golfers, “Having our staff of PGA Tour players is a long-term brand awareness effort. We didn’t expect to start selling more product in the short-term, but having the visibility on tour has enhanced the perception of our brand with avid, influential golfers.” When asked if TV networks and the PGA Tour are “pushing the cost of TV advertising too far,” Colburn said, “Auto, insurance, investment companies and pharmaceuticals have taken up more of the available inventory than in the past. Our challenge is to be as efficient as possible in reaching as many of our target consumers” (BRANDWEEK, 11/12 issue).

TOPPS: In a Q&A with AD AGE’s Claude Brodesser-akner, Tornante Co. Founder Michael Eisner said of efforts to digitize recently-acquired Topps, “You do the same thing I did at Disney: First, you stick to your knitting and make what exists work well. Then you expand into other kinds of content -- digital delivery of (trading) cards: mobile, Internet, ‘eTopps,’ whatever it is. And then you go beyond that, into branding Topps on sports movies or sports-cable channels” (AD AGE, 11/12 issue).