Newsweek is pushing to broaden its involvement in sports
marketing as part of a strategy to drive ad-page sales "through
various value added partnerships," according to Langdon
Brockington in the current INSIDE MEDIA. Newsweek has signed
deals with the PGA and the Vail Valley Foundation (VVF), a non-
profit group that sells sponsorship for ski events in CO. Greg
Osberg, Newsweek's Associate Publisher, said they have made
sports marketing "a primary objective." Their one-year agreement
with the PGA involves two regular-tour events and two Senior Tour
events and will offer ad packages that include pages in Newsweek,
signage and hospitality tents at events, tickets, and a chance to
play in pre-event pro-ams. As for skiing, "it is likely Newsweek
will secure the rights to also sell sponsorships to the VVF
races." Newsweek has maintained an "established" presence in
men's tennis, and has a multi-year arrangement with ProServ,
through which the magazine can "prospect potential sponsors and
advertisers" for four events in L.A., DC, Atlanta, and San Jose.
Osberg said their "sports strategy" has already "helped deliver"
advertisers such as Coors, Sharp, and Samsonite (INSIDE MEDIA,
7/11 issue).
