SBJ/June 18 - 24, 2001/Media

CBC brings 3 aboard for Salt Lake; CBS plots preview of PGA event

The Canadian Broadcasting Corp. has cut three new sponsorship deals for its coverage of the 2002 Winter Olympics in Salt Lake City.

Bell Canada, Petro Canada and join Visa, Home Depot, the Kellogg Co., General Motors Canada, Royal Bank Financial Group and Labatt Breweries of Canada on CBC's 2002 Winter Games sponsorship roster.

Of the three new signees, Bell Canada and were also sponsors of CBC's coverage of the 2000 Summer Olympics in Sydney, said Reggie Yan, the network's senior Olympic and sports marketing manager.

The 2002 Winter Games are set for Feb. 8-24.

 PGA CHAMPIONSHIP PREVIEW: As part of its coverage of the 2001 PGA Championship, CBS plans to broadcast an hour-long special previewing the Grand Slam golf tournament.

"PGA Championship: Prelude to the Season's Final Major" will air Aug. 11 from 3 to 4 p.m. The tournament is set to take place Aug. 16-19 at the Atlanta Athletic Club.

CBS' third-round coverage of the 2001 PGA Championship is scheduled to run from 1:30 to 6:30 p.m. ET Aug. 18. Its final-round telecast is slated for 2 to 7 p.m. ET Aug. 19.

  SLIDING INTO HOME: HBO Films' "61*," the movie that depicts the pursuit of Babe Ruth's single-season home run record by Roger Maris and Mickey Mantle, will be released on home video and DVD Sept. 11. Directed by Billy Crystal, "61*" made its premiere April 28 on HBO.

To publicize the release, HBO Home Video will launch a national advertising campaign that includes print ads in Sports Illustrated, Entertainment Weekly and USA Today, as well as radio promo spots on stations in the top 12 markets. The release also will be promoted via, and

For the home video version, the suggested retail price is $14.95, and for the DVD, it's $19.98. The DVD includes a behind-the-scenes documentary about the making of "61*."

  ARETE SPONSORS: State Farm, MasterCard International and American National Bank, a unit of Bank One, have signed on as sponsors of the 12th annual "Arete Awards for Courage in Sports," a production of Intersport Television that will air on ESPN in early November. The event, taking place at Chicago's historic Navy Pier, will be taped Oct. 19.

  LORD STANLEY'S VIDEO: NHL Productions is teaming up with USA Home Entertainment to release "Mission Accomplished: The Official NHL 2001 Stanley Cup Championship Home Video," which will be available in retail outlets starting July 10.

Produced by NHL Productions and distributed by USA Home Entertainment, "Mission Accomplished" examines the Colorado Avalanche's championship season. Suggested retail price is $19.95.

  BELMONT NUMBERS: NBC scored a 4.9 household ratings average for the race segment (5:30 to 6:30 p.m. ET) of its June 9 broadcast of the Belmont Stakes, up 58 percent from the 3.1 overnight Nielsen average for the race segment (5 to 6 p.m. ET) of ABC's coverage of last year's Belmont.

ABC's 2000 telecast, however, started earlier in the day than NBC's coverage — airing from 4:30 to 6 p.m.

At press time last week, the national rating for the full NBC broadcast (5 to 6:30 p.m. ET) was not yet available.

Excluding the three years in which horses entered the Belmont with a chance to complete the Triple Crown, NBC's 4.9 race-segment rating is the highest for a Belmont Stakes since 1992.

  FOR THE RECORD: ESPN is launching "The Season," a series of documentary specials designed to provide behind-the-scenes looks at athletes and teams.

The first installment of "The Season," produced by the ESPN Original Entertainment unit, will showcase Tiger Woods at the 2001 U.S. Open, which was scheduled to end Sunday. The documentary will air from 8 to 9 p.m. June 26.

Slated to run from 7 to 8 p.m. July 5 is a special called "The Philadelphia 76ers at the NBA Finals." For that show, produced in conjunction with NBA Entertainment, ESPN was given access to practices, locker-room discussions and strategy sessions.

Other shows under "The Season" banner that are scheduled in the coming months include a behind-the-scenes look at the University of Arizona football team's 2001 season; a documentary on several prominent Kentucky high school basketball teams and their quests for the state title; and a documentary showcasing Little Leaguers from the Bronx, N.Y.

The football special will run in January, and the basketball documentary is set for April. A telecast date for the Little League special has not yet been determined.

Langdon Brockinton can be reached at

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