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Volume 24 No. 114

Sponsorships Advertising Marketing

     Today, MLB releases its league-wide marketing strategy
designed to lure fans back after the strike.  But an exclusive
survey by THE SPORTS BUSINESS DAILY of all 28 MLB teams shows
that local ad campaigns of varying themes are already under way.
Below are summaries of each team:
     ANGELS:  A print ad campaign which is an open "goodwill"
letter to fans thanking them for their loyalty, support and
patience.  During the season, there will be a TV campaign
featuring fans and players alike asking for viewers to get more
involved with the team.  The slogan:  "California Angels ... My
Team!"
     ASTROS:  Print/radio/TV ads have run with a "Play Ball"
theme, but the main campaign will center around a "remember what
you love about the game" idea.
     A'S:  Print/radio/TV ads stress their $1 special discount
prices for children 14 and under.  A follow-up campaign will
focus on players, fans and the fun of baseball while stressing
team promotions.
     BLUE JAYS:  Both print and broadcast advertising.  Slogan:
"Year of the Fan."
     BRAVES:  TBS promos stress Braves baseball as "the best game
in town, with the best seats in the house" either at the stadium
or at home.  TBS is using Braves players for 15-second spots.
     BREWERS:  TV ads featuring their broadcaster Bob Uecker.
Slogan:  "Get Up, Get Up, Get Out Here!"  No print ads now, but,
the team is featuring "huge" banners that say "Celebrate
Baseball" at entries of the parking lots.
     CARDINALS:  An extensive print campaign around the slogan of
"Let's Play Ball" ran during the replacement period, with TV ads
highlighting team history and  former Cardinal greats.  They are
in the process of forming a new campaign, and a decision is
expected early next week.
     CUBS:  The Cubs shot six commercials with former Cubs Ernie
Banks, Billy Williams, Ferguson Jenkins, Ron Santo, and current
Cub Mark Grace, and new leadership -- manager Jim Riggleman,
President Andy McPhail, and GM Ed Lynch.  The message, according
to a Cubs spokesperson, is "We are working on it" -- meaning
bringing a winner to the city.  A print campaign is yet to be
finalized.  Radio spots will focus on Harry Caray and the Wrigley
Field experience.   DODGERS:  During replacement baseball, the
Dodgers ran TV & print ads focusing on the Dodger Stadium
experience.  With the return of major leaguers, the theme has
been altered to include an emphasis on their three consecutive
Rookies of the Year:  Karros, Piazza and Mondesi.
     EXPOS:  Print ads in local papers promoting the team and its
ticket policy.  They are in the planning stages for a second ad
campaign focusing on their players.
     GIANTS:  Radio/TV/print campaign focuses on "Baker's Dozen"
-- a plan that allows fans to buy tickets for 12 games and get
the 13th for free, with priority for post-season tickets.
Beginning Sunday, ads will focus on the first homestand and the
promotions during that week.
     INDIANS:  Nothing at this time, but they are waiting to see
what MLB does with their campaign.
     MARINERS:  Two print and broadcast campaigns -- one focuses
around the theme of the Ken Burns' "Baseball," and the other with
the theme of "Play Ball."  The "Play Ball" campaign will only run
through the end of May.
     MARLINS:  The Marlins and their advertising agency are
running a fan-focused campaign, targeting families with an
emphasis on the return of the game.  Their slogan is "You Gotta
Be There," and ads are running on radio, print and TV.  Ads may
feature Marlin players in a later campaign.
     METS:  Print ads center on themes of "We Missed You" and
"Here Is What We Are Doing For You."  The print-only campaign
stresses reduced ticket prices.
     ORIOLES:  No print or broadcast ads at this time.  They may
decide to run something closer to opening day.
     PADRES:  Ads with the slogan "We Want You Back!" on print,
TV and radio.  The theme will continue through the season with
various promotional tags.  Throughout the year, the team will
always be referred to as the "New Padres."  The opening day
promotion is a "welcome home party" for the San Diego Chicken who
has not appeared in six years.
     PHILLIES:  The Phillies are celebrating their 25th
anniversary, and many of their promotions will focus on that
theme.  Their advertising buy is radio-heavy, stressing "price,
players and promotions."  They will also run the 25th anniversary
ads during games broadcasts.
     PIRATES:  The Pirates ran an "awareness campaign" during
replacement baseball and will run print, radio, and TV ads in
preseason stressing the experience of going to the ballpark.  No
plans to use their players in these ads.
     RANGERS:  Print and broadcast ad campaign with the slogan
"Baseball's Back at The Ballpark."
     REDS:  Print and TV campaign with the slogan: "The     Reds
Are Alive in '95."  The team will continue with these  ads for
the better part of the season.
     RED SOX:  They are continuing with their "Friendly Fenway.
Great Times For Everyone" theme on print/radio/TV.  The team will
debut a new tagline soon:  "Fielding New Dreams."  Players will
appear in later ads.
     ROCKIES:  Print and radio ads that started in March have
sold the experience of being at the ballpark.  The team ran four
ads, including one on Coors Field and how it was built, the
experience of entering a ballpark for the first time, and
catching a foul ball.  The ads were designed to "give a warm
feeling about baseball" while stressing the new Coors Field.  A
mid-March to Mid-April TV campaign on the new ballpark will be
rerun later this week.
     ROYALS:  TV and radio ads with a possibility of print ads
later.  Slogan:  "Royals Baseball.  Bring It On!"
     TIGERS:  The Tigers have run ads with a "There is no place
like home" slogan since the beginning of the year, and have no
plans to change that strategy.  The ads, running in both print
and radio, emphasize the ballpark experience.
     TWINS:  The team ran half-page print ad promoting half-price
tickets for their first home series.  Slogan:  "Twins Baseball, A
Family Tradition."
     WHITE SOX:  The White Sox claim that they spent most of
their ad budget advertising budget during the strike and say they
have no plans to run ads at this point.
     YANKEES:  The Yankees will introduce a special ticket offer
in conjunction with the New York Daily News beginning on April
30.  The campaign will be launched in Sunday's edition focusing
on "legendary baseball in Yankee Stadium."

     MLB will announce its new ad campaign today with the
tagline:  "Welcome to The Show."  The campaign is a "bold effort
to reposition the strike-battered sport as likable," according to
the WALL STREET JOURNAL's John Helyar.  The 30-second national TV
ads will feature such "emblematic figures" as a Giants' hot dog
maker, the Rangers' organist and a lucky apartment dweller who
has a view of Wrigley Field.  Rather than the "usual worshipful
celebration of the game's past, the campaign is a savoring of
baseball's quirky everyday pleasures."  Jeffrey Goodby, whose
Goodby, Silverstein & Partners agency created the campaign: "Our
job is to remind people of what's good about the game, remind
them about the whole experience of the game and why it's No. 1 in
your heart."  Helyar notes that MLB passed over a host of big ad
agencies in favor of Goodby Silverstein, a San Francisco-based
firm with a "strong creative reputation."  The agency has also
done ads in the past for the Giants and A's.  Expos Owner Claude
Brochu, who headed the committee that picked the campaign:  "It
recognizes the uniqueness of baseball but doesn't take itself
seriously."  No current players are featured in the first round
of ads, but eccentric former Red Sox pitcher Bill Lee does
appear. As the season begins, more and more current players will
be incorporated.  The first two ads should be ready for
baseball's first regular season national telecast on ESPN.  The
ads will also appear on ABC & NBC regularly -- the two networks
that make up The Baseball Network.  Topps Inc. has also agreed to
incorporate "The Show" into some of their new merchandise (WALL
STREET JOURNAL, 4/20).
     IMPLEMENTATION:  MLB is shipping thousands of bumper
stickers and badges emblazoned with "Welcome to The Show" for
teams to hand out at games.  The total budget for MLB's campaign
is estimated between $10-15M (USA TODAY, 4/20).    Interviewed
during last night's ESPN game, NL President Leonard Coleman
called for a "Marshall Plan" for baseball:  "We have got to reach
out and touch all segments of the society.  Baseball has been a
great game because it has been able to transcend the playing
field"  (ESPN, 4/19).

     Coors Brewing is "moving on several fronts to make gains"
among African-American consumers.  The company was a sponsor of
the 1995 Alcoholic Beverage Usage Study, presented at the recent
Marketing Opportunities in Black Entertainment symposium.  Coors
National Program Manager Ivan Burwell told the symposium that
event marketing -- most notably sports marketing -- will play a
major role. Burwell:  "We believe that event or sports marketing
is a way to attract African-American consumers since it helps us
break out of the clutter and establish value."  Burwell noted the
success of the Coors Lite Orlando Football Classic as well as
their latest sponsorship, the U.S. Grass-roots League, an
entertainment basketball league being tested in Atlanta and New
York in mid-July (Leslie Bayor, AD AGE, 4/17 issue).

     The Supreme Court ruled yesterday that brewing companies may
label their beers to show how much alcohol they contain.  The
decision sweeps aside a 60-year-old rule intended to "prevent
abusive drinking" (ST. LOUIS POST-DISPATCH, 4/20)...."Helped by
continued strong international sales," Coca-Cola Co. grew its 1st
quarter earnings 22%.  Results exceeded Wall Street expectations
(ATLANTA CONSTITUTION, 4/20).  But shares of Coca-Cola fell 50
cents to $57.875 yesterday on the NYSE (N.Y. TIMES,
4/20)....49ers Jerry Rice and Steve Young were signed as
spokespersons for PepsiCo's AllSport drink.  Rice now ranks among
a handful of pro football players with product endorsement
contracts that exceed $1M (USA TODAY, 4/20)....Instead of renting
space in downtown Atlanta, the Super Show will build temporary
structures for its '96 show in parking lots of the Georgia Dome
and the Georgia World Congress Center to save on rent and
consolidate the show (ATLANTA CONSTITUTION, 4/20).

     The National Alliance of Collegiate Summer Baseball (NACSB)
has hired Sports Franchises, Inc., a consulting firm headed by
former MLB Commissioner Bowie Kuhn.  The firm will help with
efforts in marketing, sponsorship and fund-raising, as well as
develop strategies to find a title sponsor and category
sponsorships for the Alliance.  NACSB is seeking marketing
partners for the '96 season, according to NACSB Exec VP Bob Wirz
(NACSB).

     Sara Lee Knit Products announced a new, long-term licensing
deal with Spalding Sports Worldwide.  Effective in '96, Knit
Products, the Sara Lee division which manufactures Hanes
activewear, will become the master licensee for all Spalding
apparel categories and will gradually introduce a broadened line
of sports apparel products for Spalding.  Sara Lee Knit Products
CEO Kirk Beaudin: "In addition to the potential to develop a new
line of athletically-inspired apparel across a broad range of
product categories and channels, the Spalding name provides us
with another world-class brand to complement Hanes" (Sara
Lee/Spalding).

     The weeklong Super Bowl-related events in South FL had a
total economic impact of $365M, more than double the impact of
the '94 Super Bowl in Atlanta and greater than any Super Bowl in
NFL history, according to a study commissioned by the NFL and the
South FL Host Committee.  Dr. Kathleen Davis of Barry University,
which released the study, said one reason for the large increase
was the methodology. For the first time, researchers attempted to
accurately measure visitors who came to South FL for the Super
Bowl but did not have tickets to the game.  In past years, cities
have estimated that about 20,000 ticketless travelers visit Super
Bowl cities.  This year's study shows that 72,000 ticketless
people were in South FL specifically because of the Super Bowl.
NFL Dir of Communications Greg Aiello was pleased with the
numbers:  "It's a combination of the continuing growth of the
Super Bowl game and the attractiveness of South Florida,
especially in January."
     ECONOMIC IMPACT FOR THE LAST FIVE SUPER BOWL CITIES
          YEAR           CITY           IMPACT
          1995           Miami          $365M
          1994           Atlanta         166M
          1993           Los Angeles     182M
          1992           Minneapolis      n/a
          1991           Tampa           118M
(Anne Moncreiff Arrarte, MIAMI HERALD, 4/20).