Marketplace Round-Up
A MasterCard "Priceless" ad debuting in Canada during tomorrow night's Game One of the Stanley Cup Finals on CBC, "documents life on the road" with the trophy. The same spot will launch in the U.S. next week. NHL Group VP/Communications Bernadette Mansur: "We as a league are sensitive about the commercial use of the Stanley Cup. In this case, (the MasterCard ad) was a documentary about the cup ... this was done in the tradition of the cup and exulted the cup as priceless" (FINANCIAL POST, 5/25).
DEALS & DOLLARS: Brazil-based AmBev, the world's No. 5 beverage company, has taken over from Coca-Cola sponsorship of the Brazilian national soccer team, with a $180M, 18-year deal. The price of the deal "may be increased depending on sales of AmBev soft drinks as measured by" AC Nielsen (REUTERS, 5/24)....Aspen Skiing Co. has enlisted Sterling-Rice Group, Boulder, to "help develop its brand image and to prepare print ads for the upcoming ski season" (ASPEN TIMES, 5/24)....CA-based software company Peregrine Systems has signed on to title sponsor the USAT&F Open, set for June 9 at Stanford Univ. (USAT&F)....The Senior PGA Tour has added the SAS Championship to its '01 schedule. The $1.6M event will be played in the Research Triangle area of NC in September. SAS has a three-year commitment as title sponsor of the tournament. The first round will be shown on PAX, and the second and third rounds will be on CNBC (PGA Tour)....General Nutrition Companies (GNC), which recently announced a multi-year sponsorship with NASCAR, has signed a three-year deal to title sponsor the Craftsman Truck and Busch Series races at the Milwaukee Mile, to be run June 30 and July 1, respectively (RacingOne.com, 5/23).
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