Group Created with Sketch.
Volume 24 No. 116

Sponsorships Advertising Marketing

     This year, with no Olympics or World Series to attract "vastsports-oriented audiences, the importance of the Super Bowl toadvertisers is only magnified," according to Joe Logan in thismorning's PHILADELPHIA INQUIRER.  Logan profiles Nike's "StanleyCraver" ads and notes that Nike is one of the big spenders forthe game.  Nike VP/Public Relations Keith Peters on the adcampaign: "Stanley [Dennis Hopper] will address the nation abouthow much he loves football.  It's not a product ad.  It's abrand, imaging ad" (PHILADELPHIA INQUIRER, 1/24).  An editorialin this week's ADVERTISING AGE addresses a possible blowout:"Sure, the NFL and the game advertisers would like a closecontest between two big-city teams each year, but the mega-bucksmarketing and promotion has institutionalized the weekend.  Weshould in fact be thankful that marketing will preserve theweekend, regardless of the point spread" (AD AGE, 1/23).    OTHERNEWS:  Frito-Lay plans on running an a Doritos ad with MarioCuomo likely to make a cameo -- similar to one last year by DanQuayle.  PepsiCo, Frito-Lay's parent, and Cuomo will not commenton the report.  Cuomo: "That will be clarified soon becauseyou'll have a Super Bowl soon" (N.Y. POST, 1/24). ....USA TODAY'sSuper Bowl Ad Watch features FedEx which has bought two :30 adswith the tagline: "Our most important package is yours" (USATODAY, 1/24).     GAME-RELATED PROMOTIONS:  Atlantic Beverage Co. announcedits Flying Fruit Fantasy Fruitshake program has been selected byFine Host Corp., the food service provider for JRS, forinstallation at the stadium.  The Fruitshake will make its debutduring the Super Bowl (Atlantic Bev.)... Guests of the DoubletreeHotels in San Diego and San Francisco will be eligible forspecial discounts if they stay over Super Bowl weekend.  Guestsin the winning Super Bowl city will receive an extra discount(Doubletree).

     "Shares of golf-equipment suppliers were in the rough Monday
after Aldila Inc. announced that this year's earnings likely will
fall below last year's levels."  The news knocked its stock down
51%.  Aldila attributed the expected decline in revenue and
earnings to Callaway Golf Co.'s decision to start buying golf
club shafts from a wide base of companies.  San Diego-based
Aldila is the largest supplier of graphite shafts to Callaway.
Aldila said 66% of its revenue last year came from supplying
Callaway.  The other large maker of clubs, Cobra Golf Inc.,
manufactures its own shafts.  But "many investors mistakenly took
Aldila's announcement as a sign that Callaway's business also
would be down this year."  Callaway's stock dropped nearly 3%
(DOW JONES/ST. LOUIS POST-DISPATCH, 1/24)
     OTHER GOLF NEWS:  Cobra announced that it has received two
individual patents for the cosmetic design and functionality of
all product categories of Cobra's oversize iron heads
(Cobra)....Gamemaker T-HQ announced that the company will publish
"PGA Tour Golf III" for Nintendo and Sega game systems (T-
HQ)....Renaissance Golf Products Chair Miles Doody announced that
Fila Golf will introduce several new products at the '95 PGA
Merchandise Show in Orlando, on January 27-30 (Renaissance).

     Chrysler Corp. may soon "complement its independent media
buying unit Pentacom with a stand-alone special events group
handling event and sports marketing for the Chrysler/Plymouth,
Dodge and Jeep/Eagle divisions," according to a report by Jeff
Jensen in this week's AD AGE. Separately, a Jeep sports marketing
exec last weekend was expected to "pitch a cadre of marketers" --
 including AT&T, IBM, Reebok and Visa -- about joining Chrysler
in forming a syndicate to create "made-for-TV sports events."
The group would also consider buying complete sponsorship rights
and TV time offered by existing sports properties "that satisfy
their marketing objectives."  The proposed special events unit
would handle those programs for all divisions and buy media for
those events.  "Such consolidation would lead to greater
efficiency in the implementation of programs and more cross-
promotion between divisions," writes Jensen.  It is not clear
whether this new division would be part of the company itself,
i.e. Anheuser-Busch's Busch media, or be a separate entity.
Different events that would be created could be similar to the
current "Jeep King of the Mountain Downhill Series" of skiing
events (AD AGE, 1/23).

     Today's MIAMI HERALD is reporting that Deion Sanders mightretire from football if the 49ers win.  Sanders has confided toat least two friends that getting a Super Bowl ring "will leavehim nothing left to accomplish in football."  Sanders' mother isreportedly trying to convince him to play one more season -- withthe Dolphins (Dan Le Batard, MIAMI HERALD, 1/24).  Sega's newcontract with Sanders to develop a new video football game and bea spokesperson for the company "has just become more lucrative"for Sanders -- if he stays with the 49ers.  People familiar withthe deal say that Sanders will get "substantially more moneyoverall if he stays with the 49ers -- perhaps twice as much."The sources say that staying with the team can make him anestimated $2.5M, but only $1M if he leaves.  Sega reportedly"engaged in a bidding war with a rival video company" for Sanders(Rory O'Conner, SAN JOSE MERCURY NEWS, 1/23).

     In an interview in this morning's Ft. Lauderdale SUN-SENTINEL, Dolphins Owner H. Wayne Huizenga addressed a number ofissues, including the possible renaming of Joe Robbie Stadium.Huizenga said the fact he included naming rights in the JRSpurchase "wasn't a big deal":  "Why would you pay millions andmillions of dollars and be restricted in what you can do?  Whoknows what happens three years from now or five years from now or10 days from now?  We've had several people want to put theirnames on this building.  But I don't like their names.  For thesake of X millions of dollars a year, I'm not going to cheapenthis place.  I'm not going to have one of those fancy bowl namesthat we can all make fun of.  If the right sponsor came alongwith the right name that fits in this area, I'd consider it."Huizenga also denied rumors that he was holding back 4,000 SuperBowl tickets for his "bigwig" friends:  "We kept some ticketsback.  They went to our sponsors. They went to our suite holders.We have contracts, contracts with sponsors that say they areentitled not to get, but to purchase, Super Bowl tickets.Everybody purchases" (Eric Conrad, Ft Lauderdale SUN-SENTINEL,1/24).

     For the 3rd annual Nestle Baby Ruth Shootaround at the NBA
All-Star weekend, the NBA has invited Jeff Hornacek, Chuck
Person, Wesley Person and John Starks to participate
(NBA)....Fluor Daniel confirmed that it has been selected by the
SC-based developer, ScheerSports, to serve as construction
manager for a sports and entertainment arena to be built in
Greenville, SC.  Groundbreaking for the 17,000-seat facility is
scheduled for this spring (Fluor Corp.).... Seattle has been
selected to host two gymnastics events --the '95 McDonald's
American Cup and the Int'l Mixed Pairs competition.  Both will be
televised on NBC and held in the Seattle Center Arena March 2-5
(SEATTLE POST-INTELLIGENCER, 1/24)....Comsat, parent of the
Nuggets, said yesterday it will invest $147M in a new venture
that will offer worldwide mobile telephone service (Baltimore
SUN, 1/24).

     Walt Disney Co is planning to build a one-mile oval on its
complex in Orlando, FL to host a race in the proposed Indy Racing
League.  The Walt Disney World 200 will be held next January as
the inaugural event for the IRL.  The '96 Indy 500 is the only
other event scheduled on what is expected to be a three-to-five
race '96 IRL schedule (VANCOUVER SUN, 1/24).

     "It's probably a good sign that one of the NFL's mostpressing concerns early in this Super Bowl week is a cruisesponsored by a local 'gentlemen's club' that bills itself as'hedonism on the high seas,'" writes Kent Somers in thismorning's ARIZONA REPUBLIC.  "Things could be much worse, as theNFL and the world found out six years ago," the last time theSuper Bowl was in Miami.  During the week preceding the game,Miami was "torn apart" by rioting after a racial incident(ARIZONA REPUBLIC, 1/24).  In New York, Wallace Matthewscriticizes the NFL for not helping out the riot-torn part ofMiami back in '89, but he does note that the NFL will donate $1Mto start a youth center in an area near Liberty City, about fivemiles from where the rioting occurred.  "Compared with therevenue generated by the Super Bowl, it doesn't seem like much"(N.Y. POST, 1/24).  As for the controversial gambling cruise, theNFL "is scurrying to discourage active and retired players fromattending, although the league has limited clout with formerplayers."  NFLP VP Don Garber re-emphasized that the cruise wasnot a league-sanctioned event.  Garber:  "We'll be watching howthey promote and advertise this thing very closely" (Conrad &Richey, Ft. Lauderdale SUN-SENTINEL, 1/24).

     As reported in this week's BRANDWEEK, Reebok Int'l confirmed
that it has offered to sponsor the proposed "barnstorming tour"
of striking baseball players.  The MLBPA's executive board will
consider Reebok's reported $25M offer at its next meeting,
January 31 in Washington (Ronald Blum, AP/FT. WORTH STAR-
TELEGRAM, 1/24).  Paul Molitor: "It could be something similar to
Gretzky's tour of Europe, although I'm not sure this one would go
abroad."  According to agent Tony Attanasio, a setup involving
four teams of all-stars who would play round-robin tourneys in 15
cities has been discussed (Mike Zeisberger, TORONTO SUN, 1/24).
Nike VP/Public Relations Keith Peters said his company will not
try to sideline its endorsers from participating: "When we were
trying to stage an all-star series last fall, we hoped it would
truly be all-stars, including Frank Thomas"   -- a Reebok
endorser (Michael Hiestand, USA TODAY, 1/24).

     Riddell Sports Inc. reported that its wholly owned
subsidiary, All American Sports Corp., has acquired the operating
assets and business of Raleigh Athletic Equipment Corp., located
in New Rochelle, NY.  Raleigh is in the business of
reconditioning and distributing athletic equipment, principally
equipment for football to schools and other institutions.
Riddell believes that the acquisition will enhance the company's
marketing of protective equipment and services in the Northeast
(Riddell).

     This week's ADVERTISING AGE prints a complete list of the 25advertisers (60 spots total) on ABC's broadcast:
COMPANY
# ADS
PRODUCT
LENGTH PLACEMENT
Anheuser-Busch
1
Bud Bowl VII
:60
1stQ
Anheuser-Busch
2
Budweiser
:30
2ndQ
Anheuser-Busch
2
Bud Light
:30
3rdQ
Anheuser-Busch
2
Bud
:30
4thQ
Am Home Prod
1
NA
:30
NA
Chrysler
2
Dodge Status
:30
2ndQ
Federal Express
2
FedEx Software
:30
NA
Ford
1
Lincoln Continental
:30
2ndQ
Frito-Lay
1
Doritos
:60
Halftime
HBO
1
Hollywood Party
:60
1st Half
Honda
3
Odyssey/Existing
:30
4thQ
Isuzu
1
Trooper Unlimited
:60
3rdQ
Lee Apparel
3
NA
:30
1,2,3Qs
Master Lock
1
Repeat last year's
:30
1st Half
McDonald's
1
Super Bowl fans
:60
1st Half
N.P.P.C. (Pork)
1
Taste What's Next
:30
2ndQ
Nike
1
Dennis Hopper
:90
2ndQ
No Fear Apparel
1
NA
:30
1st/2nd
Pepsi-Cola
6
Nothing else...
:30
1st/3rd
Primestar
1
NA
:30
4thQ
Principal Fin Group
2
NA
:30
Pre/1st Half
Quaker State
1
NA
:30
3rdQ
Soloflex
2
NA
:30
2nd/3rd
Taco Bell
1
NA
:30
NA
Toyota
1
Avalon
:30
3rdQ
Warner Bros.
1
NA
:30
NA
Wilson Sptg Goods
1
NA
:60
1st Half
SOURCE: ADVERTISING AGE, 1/23 issue.