Computer maker AST will look to pattern its U.S. marketing
after its Canadian branch. The company's north-of-the-border
subsidiary credits a rise in market share in part to its
concentration on sponsorship in high-profile sporting events.
The company has purchased ad space at Canadian hockey arenas,
sponsored player-of-the-game awards at Blue Jays and Expos games
and will be the exclusive supplier for the Raptors (FINANCIAL
POST, 10/28)....The Univ. of TN reports net royalties from
licensed products jumped to $1.3M last year. The school reports
royalties were in the $7,000 range just ten years ago
(TENNESSEAN, 10/28)....Lower than projected earnings for Gaylord
Entertainment caused shares in the company to drop $1.88 to
$22.63 Thursday. Analysts had projected an average profit of
$.23 a share. The company reported earnings up $.23 a share,
with income up $1M for the third quarter (TENNESSEAN,
10/27)....In an effort to keep up with competitors Nike and
Reebok, Adidas has shifted product manufacturing from Europe to
Asia and "pumped up" spending on marketing and product
development (FINANCIAL TIMES, 10/30)....NBA players, coaches,
mascots, announcers and other team reps will visit schools on
November 1 to mark the league's fifth-annual NBA Stay in School
Awareness Day (NBA)....NASCAR has named Raybestos Brakes the
"Official Brakes of NASCAR." Raybestos will integrate a new
Raybestos/NASCAR logo into its ad campaigns in consumer and trade
magazines, as well as NASCAR programs and motorsports
publications (NASCAR)....BMW's "new image" advertising is
profiled in this morning's N.Y. TIMES. The car-maker's
involvement as the "official provider of mobility" for the '96
Olympic Torch relay is part of its goal to make the automobile
"more accessible in a friendly way" (N.Y. TIMES, 10/30)....The
PGA Tour congratulated Billy Mayfair on his win at yesterday's
Tour Championship, with a full page ad that included logos from
Mercedes Benz and Michelob -- both tournament presenting sponsors
(USA TODAY, 10/30)....Macanudo cigars congratulates '95 Breeders
Cup winner Cigar with a full page ad in today's N.Y. TIMES. The
tagline: "From one Cigar to another" (N.Y. TIMES, 10/30).
