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Volume 24 No. 156

Sponsorships Advertising Marketing

     The resurgance of Adidas is profiled by Greg Pesky in the
current issue of SPORTING GOODS BUSINESS.  The company, which was
"driven down by former management who believed the tradition and
equity were enough to power sales," has been on the way back over
the past two years.  In '93, Adidas AG acquired Sports Inc., a
sports marketing and design firm, and appointed Peter Moore and
the late Rob Strasser to head up the American operations.  Moore
says the company was "misguided in the U.S. for quite some time,"
but now they are a "much better" company in the U.S.  Sales for
Adidas America have jumped more than $200M since '93, with the
'95 total expected to pass $500M.
     WHY THE CHANGE?  SGB's Pesky writes that "as much as the
company's revival is due to a global refocusing," it is also due
to "significant strides in a number of key categories."  One has
been apparel, which is expected to account for 40% of the
company's annual income by the end of '96.  In particular is a
focus on women's and children's lines, and being "functionally-
oriented rather than sport specific."  Adidas America has also
improved delivery to retailers and has been a "stronger partner
     WHAT'S NEXT?  An area that has "piqued interest" at Adidas
is licensed sports apparel, as insiders say they were interested
in acquiring Apex One last year.  The company is currently
developing "evolutionary" licensed soccer apparel in Europe that
they could sell in the U.S., they also have a deal with the MLS
to sell licensed apparel and has a partnership to sell NBA
apparel in Europe.  The company is also taking a "different
marketing approach" than other brands, as they have yet to make
major endorsement deals, but have paid to sign a "number of
college teams to provide increased recognition" of the Adidas
cleated line -- including a multi-year deal with the Univ. of
Nebraska beginning this season (SPORTING GOODS BUSINESS, 9/95

     Dorna USA has been named exclusive sales rep for the NIT
basketball tournament and will be responsible for pursuing
entitlement sponsorship (Dorna USA)....The "Milk Mustache" ads
are apparently working, according to INSIDE MEDIA.  Research has
shown that the $52M campaign, featuring sport stars Steve Young
and Kristi Yamaguchi, "has altered some negative perceptions in
favor of a more positive image" of milk (Mike Reynolds, INSIDE
MEDIA, 9/20-10/3 issue).... Officials from Jacksonville said they
"generated 12 corporate expansion possibilities during a
Northeast recruitment trip last week," according to the FLORIDA
TIMES-UNION.  The attention generated by Jacksonville's selection
as an NFL expansion city is cited as a major factor (Karen Brune
Mathis, FLORIDA TIMES UNION, 9/26).... Kraft will launch a promo
with the Dream Team this month, according to Michael Hiestand of
USA TODAY.  The tie-in with Kraft Macaroni and Dream Team
paraphernalia will later spread to nine other Kraft brands (USA
TODAY, 9/26)....The National In-Line Hockey Association has been
endorsed by Optimist Int'l, a service organization that reaches
out to over six million youths a year (NIHA)....In Dallas, Cathy
Harasta writes that "golf has managed through marketing to make
sympathizers -- not to mention fairly loyal TV viewers -- out of
non-golfers.  While tennis stayed self-serving, golf enjoyed an
upswing that now shows up in results such as the Ryder Cup Fever"

     Miller Brewing Co. has announced a long-term agreement with
the newly-formed Team Rahal, Inc. to sponsor the Indy car racing
operation.  The five-year deal with Bobby Rahal, the team's
principal driver and a three-time PPG Indy Car World Series
Champ, and his Ohio-based team begins in '96.  Although Miller
has been Rahal's main sponsor for the past four years, this new
deal is believed to be the longest current corporate agreement
with any team on the PPG Indy Car World Series (Miller Brewing).
     TEXAS HOPE:  The management of the Texas Motor Speedway has
not abandoned hope of opening the $100M facility with a NASCAR
Winston Cup race in the fall of '96.  Track GM Eddie George: "The
schedule is released in New York in early December. At that
point, we'll be four or five months into construction" (FT. WORTH