In this week's AD AGE, Jeff Jensen profiles "NFL Experience," one of the league's promotional tools. Jensen notes that it is "ideally tailored for product sampling, brand exposure and promotional sales pitches." For the Super Bowl, the park will spread 750,000 square feet of the parking lot at Joe Robbie Stadium. The attraction will operate from January 26-29. The park has 75 NFL players and more than 50 corporate-sponsored exhibits, attractions and interactive games. Title sponsors Coca-Cola and American Express are paying close to a $1M each for vast, "highly integrated involvements." Classic Games, Foot Locker, Miller Lite and Frito Lay's Wavy Lays are associate sponsors. Jensen notes that Coca-Cola will use the "NFL Experience" as a "key weapon" in its Super Bowl themed advertising "assault" (AD AGE, 1/16 issue). Coca-Cola is sponsoring "Coca-Cola Big TV." Aired during the 25 hours of Coca-Cola's Super Bowl Weekend on TNT, the company will sponsor hourly updates from South FL. The live and taped remotes will feature different Super Bowl related-events and behind-the-scenes footage of Miami sights (Coca-Cola).
Sponsorships Advertising Marketing
The 17th International Sport Summit continues today in New York after a successful opening day. Today's keynote speeches will be delivered by USOC Exec Dir JOHN KRIMSKY, Olympic gold medalist MEL STEWART, 1996 Special Olympics Organizing Committee President TIM SHRIVER, White Sox Vice Chair EDDIE EINHORN, and ESPN/Chilton Poll Exec Dir RICHARD LUKER. (For highlights from yesterday's keynotes, see "Center Court" on the front page.) THE AFTERNOON SESSIONS: Following the keynotes, Summit participants split up into smaller groups to discuss in depth such issues as: Sports P.R. Spin, TV & Rights Fees, Sports as Special Events, Licensing, How to Create a Bid to Gain a Franchise, Emerging Sports/In-Line Roller Hockey, and The Player as an Icon. Highlights follow: NEIL PILSON, CBS Broadcast Group Senior VP, said that Rupert Murdoch and Fox have forced the networks to take a different view toward their sports properties, with a focus now on "protecting their franchises" and returning to an acceptance of sports as "loss leader." Pilson sees several "tests" for the networks in the coming year: Sydney 2000 (with negotiations possible before Atlanta '96), MLB (with the future of The Baseball Network in doubt), and the NFL (with NBC facing an AFC that has increased in value). BILL TORREY, Panthers President, addressed NHL expansion efforts, saying: "There is no longer any limit to where a franchise can go." Noting that the NHL has broken out of the mold of a typical NHL city, Torrey said the key for a successful hockey city is the franchise's "financial resources." He outlined the following necessities in today's market: An 18,000- seat arena with premium seating, and revenues from luxury boxes, in-arena advertising, parking and concessions all going to the team. LOU PITONTI, Merchandise Manager for Jeep/Eagle, said his group is looking to consolidate into a "special events group," including media buying, in an effort to get "out of the stone age." He addressed the differences between title partnerships and simple sponsorship, taking the view that the access to all financial info from an event, the ability to coordinate brand goals and the potential for a percentage of sales makes a partnership more attractive. MAX MUHLEMAN, President of the Muhleman Group, outlined his group's successful pitch on behalf of the Panthers' NFL expansion bid, relating how they defined a market in new terms: An "area of reasonable influence." JERRY SOLOMON, ProServ President, made the case for athlete- created events noting the risk to sponsors if an event is not seen as credible. ROB APATOFF, L.A. Gear VP for Marketing: "When doing a deal with a player, look at the player as a business partner, not a locker room buddy." DENNIS MURPHY, Roller Hockey Int'l President, said sales of in-line hockey equipment are on pace with ice hockey, and by 2000, will pass ice hockey. Murphy called roller hockey "the sport of the decade." JOSEPH MIREAULT, President of the National In-Line Hockey Association, called in-line an "equipment-intensive" industry, with manufacturers the driving influence. He also noted the strong bonds being developed between young in-line skaters and retailers. DAVID FALK, President of F.A.M.E: "Athletes that might not be the best performers are often the best endorsers." FRANK VUONO, President/CEO of Integrated Sports International, on the licensing world: "There is a trend toward consolidation. The NFL is eliminating a hundred licensees; baseball and hockey labor problems have forced retailers into other businesses; and acquisitions and mergers by Fruit of the Loom, VF, Tultex, Sara Lee and Russell -- along with aggressive moves by Nike, Reebok, Starter and Apex -- creates a battle of dinosaurs." TODAY ... AND BEYOND: Today's sessions include Ambush Marketing, Sports Finance, Tennis At The Crossroads, Agency Marketing, Evaluating TV in a Sponsorship Package and Women's Sports as a TV Vehicle. The 18th Int'l Sport Summit will be held February 1-2, 1996 in Atlanta.
A sidebar report in this week's issue of NEWSWEEK notes the new fashion among college basketball players: cut-off sleeveless T-shirts under their uniform jerseys (NEWSWEEK, 1/23 issue)....Lee Liu & Tong Advertising & Marketing has been retained as exclusive marketing agent for the 43rd World Table Tennis Championships to be held in China. This marks the first world title match in China in more than 30 years. As exclusive agent, Lee Liu & Tong retains worldwide marketing rights and the terrestrial China rights for broadcasting. ESPN will cover the event in 86 countries (Lapin East/West).....Porsche has signed Mario Andretti to its lineup to drive for the Porsche factory team in the '95 edition of the IMSA Rolex 24 at Daytona sports car endurance race on February 4-5 (Porsche)....At the opening meeting of the HealthSouth Sports Medicine Council, Bo Jackson will help kick off a program designed to help kids prevent injuries while playing sports (HealthSouth).... Two new Reebok TV ads that will debut on NBC's Sunday NBA broadcast will feature Shaquille O'Neal playing every position on two basketball teams (USA TODAY, 1/18).
According to INSIDE MEDIA, ABC has sold a record $75M worth of ads for the game. Thirty second ads were sold for $1M to $1.2M each (INSIDE MEDIA, 1/17 issue)....49ers QB Steve Young was spotted wearing a "Say Ow" pullover from Junior Seau's clothing line. Young: "Hey, if it's free, it's for me" (MIAMI HERALD, 1/17)....In Miami, Anne Moncreiff Arrarte notes that many companies are including Joe Robbie Stadium in their ads -- even those that are not advertising during the game. JRS VP/GM Glenn Mon: "We're always looking to book future events here outside of football and baseball. These ads let us use the stadium instead of leaving it empty and keep us top of mind" (MIAMI HERALD, 1/17)....TV syndicator GGP, with 190 TV stations on its roster, will provide clearances for advertisers reaching 95% of the nation on its sold-out "Miller Lite Super Bowl Special with Dan Dierdorf." In addition to Miller Lite, which has four spots, DirecTV (three), MCI (two), SmithKline Beecham (two), KFC (one) and Soloflex (one) all have bought time on the one-hour program. It will air during a broadcast window extending from January 27 through Super Bowl Sunday. GGP President Bob Horowitz: "Most stations are running the program in access on Friday and Saturday, but some are using it as a lead-in to ABC's [pre-game] coverage" (COWLES BUSINESS MEDIA, 1/16).... The following will appear during the Doritos Super Bowl Halftime Extravaganza, which will be produced by Disney: Patti LaBelle, Tony Bennett, the Miami Sound Machine and trumpeter Arturo Sandoval (Super Bowl XXIX)....Wednesday's "Super Bowl Ad Watch" in USA TODAY features Bud Bowl. Anheuser-Busch has bought one 60-second ad, which is down from previous years when the Bud Bowl ads aired throughout the games (USA TODAY, 1/18).
The NBA & IBM announced a multi-year extension of their partnership, making IBM the "Official Computer Technology Manufacturer" and the "Official Scoring System" of the NBA. IBM joins Coca-Cola Co. and McDonald's as global partners of the NBA. IBM will make what the league calls a "significant media commitment" on NBC and TNT telecasts -- the first time IBM will advertise throughout the entire NBA season. The multi-tiered agreement also provides hardware and systems for use by the NBA and its teams, as well sponsorship of the NBA/IBM Coach of the Month/Year. IBM is also developing NBA GameStats, a new in-arena scoring system, which will allow all 27 NBA arenas to be on-line -- providing media, coaches and the league with instant data (NBA/IBM). MILLER AND THE NBA: Miller Brewing officials announced yesterday that Miller Genuine Draft will be the presenting sponsor of MTV's NBA All-Star Bash taking place during the NBA's All-Star Weekend in Phoenix, February 9-12 (Miller).
Rawlings Sporting Goods said Tuesday that earnings for its fiscal first quarter, which ended November 30, jumped 142%. The company attributed the gain to its baseball-products business. Rawlings makes baseballs and other equipment for MLB. Sales on equipment rose 11% (ST. LOUIS POST-DISPATCH, 1/18). Those sales figures include the highly publicized '94 World Series balls that according to company officials have been selling very well.
SkyBox Int'l announced the signing of NBA rookie Grant Hill to a multi-year endorsement contract. The deal allows SkyBox to feature in advertising, packaging and promotions for its NBA products. The company will also offer exclusive subsets and autographed cards of Hill (SkyBox).