With Game 2 set for this evening, here is a sampling of some
NBA Finals-related marketing news this morning: TO SWEEP,
PERCHANCE TO DREAM: Last night's "ET" reported on the
marketability of Hakeem Olajuwon. Phil Dusenberry, Chair of
BBDO, said Olajuwon "just doesn't have the kind of magnetism that
it takes to become a personality for a major brand." Dusenberry
said Shaquille O'Neal's marketability is strong because "it
caters to his personality, to his attitude, to his hipness. Now
imagine Hakeem doing that kind of spot, it just wouldn't work
because of the nature of the guy." Olajuwon's agent, Ralph
Greene, noting that Hakeem wouldn't do a rap commercial: "Hakeem
isn't like that." Sports marketing exec Brandon Steiner calls
Olajuwon "a very unusual guy, but he will get his due. I look
for him to walk away with a lot after this series. People will
really start matching up with him and figuring out how to use his
personality as a positive." ET's Mary Hart reported that
although Greene would not get specific on brand, there are talks
underway for possible endorsements of a health drink, a
nutritional supplement, a soup maker, and a "wholesome brand of
rice" ("ET," 6/8). According to the "Scouting Report" by Foote,
Cone & Belding, S.F., Olajuwon is among the "top bargains
available" as a spokesperson among NBA players. Other "best
buys" include Anfernee Hardaway and Grant Hill. The "Scouting
Report" also gives specific suggestions for advertisers (AD AGE
ONLINE, 6/9).
LOVE SHAQ: Amway Corp. announces today that it has signed
O'Neal for two new products for its health and fitness line. The
products are being developed by Amway and its CA-based
subsidiary, Nutrilite Products. Amway is an NBA sponsor and is
owned by Magic Owner Rich DeVos (Amway). During tonight's NBC
telecast, Reebok unveils a new 15-second spot with highlights
from Shaq's playoff performances. Reebok and PepsiCo are "are
getting an added marketing boost" with Shaq as their
spokesperson. Last week, Pepsi doubled its media buy to air the
new 60-second O'Neal/"I Love Lucy" spot. Pepsi's Rick Rose: "We
feel as if the planets have aligned" (USA TODAY, 6/9).
GREAT SCOTT: Reebok is trying to roll out its new ad with
Dennis Scott in time for Sunday's game. The Scott spot "is part
of Reebok's strategy to draw attention to its NBA endorsers other
than media titan" O'Neal. Reebok will have ads with O'Neal,
Scott, and the Rockets' Sam Cassell. Reebok's PR Dir Dave
Fogelson said the ads won't be "creative masterpieces," but more
"timely and effective" (Gene Yasuda, ORLANDO SENTINEL, 6/9).
NBA TARGETS ITS NEW FANBASE: The NBA is rolling "out a line
of merchandise with a more feminine touch than its usual unisex
hoopsgear," according to Roger Thurow of the WALL STREET JOURNAL.
In the last ten years the number of female fans (attending games,
watching on TV or listening on radio) has increased 40% to 20
million. This season, the number of women watching an average
regular-season game on NBC topped 2 million, compared to 3.7
million men. To capitalize on the "buying power" of their female
fan base, the NBA has created a women's marketing department.
NBA Dir of Nonapparel Licensing Carl Blazejowski: "Increased
participation, increase fan base, increase purchases. It all
starts from the court." Thurow details the NBA's "Soft Sell,"
such as the "I Love This Stuff" spots where a bride leaves her
groom on the altar; the "Hard Sell," such as promotions at JC
Penney aimed at female buyers of licensed goods; and the "Hard-
Court Sell" with the USA Women's Team (WALL STREET JOURNAL, 6/9)
