Some recent developments in sports marketing have many
observers crying "foul," according to Jensen & Whalen of
ADVERTISING AGE. PepsiCo is cited as one company launching
sports campaigns "without ponying up the once-requisite heavy
sponsorship dollars. But as such deals become more routine, the
onus is on official sponsors like McDonalds Corp. and Coca-Cola
Co. to defend their positions with more powerful tie-ins or re-
evaluate their sponsorships altogether." PespiCo's Taco Bell is
taking "advantage" of the NBA's labor dispute to organize their
Hakeem-Shaq "War on the Floor." Other "marketers are being wooed
for secondary sponsorship positions" for the event, including
Reebok and Spalding Sports. But some believe Taco Bell may "have
a tough time lining up players for the undercard matches since
McDonald's has so many of the league's best under contract."
Taco Bell will run price specials, offer collectors cups, and air
a new network TV spot in connection with the "War", and they are
considering rebroadcasting the event and possibly selling it on
video. Taco Bell Senior VP/Marketing Jerry Gramaglia: "I think
people know McDonald's is the NBA sponsor and they've done a
great job. We're not trying to claim that. The world of sports
is big enough for a lot of players" (AD AGE ONLINE, 8/27).
WHOPPER OF A DEAL: Burger King officially kicked off their
first national sports marketing campaign, a $25M deal around
college football. The deal includes a scholarship program,
sponsorship of the Hall of Fame, a fans poll, advertising and a
collector cup series. Keith Jackson will serve as campaign
spokesperson (Burger King). Burger King's Cori Zywotow: "We
wanted a sports sponsorship, but we wanted to enter in a big way
and we didn't want to get lost in the advertising clutter. ...
It's an untapped market in terms of sponsorship" (MIAMI HERALD,
8/28).
