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Volume 24 No. 159

Sponsorships Advertising Marketing

     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).

     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).