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Volume 24 No. 156

Sponsorships Advertising Marketing

          NASCAR and Coca-Cola officially announced a five-year
     marketing partnership which will make Coke the "Official
     Soft Drink" of NASCAR, beginning January 1.  As part of the
     deal, Coca-Cola plans special ads, in-store displays,
     packaging and promotions.  Coca-Cola will also extend its
     interactive sports-themed attractions -- such as Coca-Cola
     Olympic City and Coca-Cola Skyfield at Turner Field -- to
     NASCAR racing.  In addition, a touring, interactive Coca-
     Cola/NASCAR experience will be on display at festivals and
     NASCAR events throughout the U.S.  Along with media support,
     which covers TV, radio, print and the Web, Coca-Cola will
     also feature NASCAR in movie theaters as part of its pre-
     feature programming (NASCAR).  AD AGE reports that the deal
     is worth an "estimated" $100M (AD AGE, 10/10). Coca-Cola
     takes over the sponsorship from PepsiCo (THE DAILY).
          MC-NOTES: McDonald's will renew its funding of Bill
     Elliott Racing for multiple years.  McDonald's has been
     Elliott's primary sponsor since '95 (STAR-NEWS, 10/10). 
     ...InterZine's iRACE has launched a series this week on
     safety in auto racing titled "The Race For Safety" (iRACE).

          In addition to Topps Trading Cards and Reebok/Just For
     Feet offering NFL fans the chance to vote players to the Pro
     Bowl, for the fourth year in a row, AOL's Team NFL site will
     also provide voting for Pro Bowl selections (NFL)....Under
     his deal with BIG Entertainment to develop children's books
     and action figures, Magic Johnson "will not write the books
     but will have a hand in the overall creation and theme of
     the books."  His name on the books will be used as "Magic
     Johnson Presents..." or "Magic Johnson's..." (N.Y. POST,
     10/10)....Mongoose Bicycles, the No. 4 bicycle shop brand,
     is rolling out its "Cross the Line" TV campaign, which runs
     nationally starting October 27.  USA TODAY's Sal Ruibal
     calls it a "bold step" because TV "isn't cost-effective for
     a niche such as $500-plus bikes" (USA TODAY, 10/10)....In
     AZ, Bill Huffman profiles Nike's golf business and notes
     that Tiger Woods' new Air Zoom TW signature shoe --
     available in black, white, metallic and varsity red --  will
     retail for $225 (ARIZONA REPUBLIC, 10/10)....U.S. alpine
     skiing and slalom specialist Carrie Sheinberg has selected
     Sue Rodin, of NY-based Stars & Strategies, Inc., as her
     exclusive marketing agent (Stars & Strategies).

          NC-based Vinnovative Imports has teamed with NFL
     Panthers President Mark Richardson to create Catalyst, the
     official wine of Ericsson Stadium, according to a report of
     the Myrtle Beach SUN NEWS.  Catalyst, a South African wine
     featuring both Merlot and Chardonnay, will be available at
     local NC grocery stores through mid-November.  After that,
     the wine will be available only to patrons on the club level
     and in the suites of the Stadium.  The Catalyst label
     features Panthers colors and a photo of Ericsson Stadium. 
     Vinnovative Imports Owner Peter Clinton said the wine
     "enhances the trend-setting reputation (Ericsson Stadium)
     has already earned" (Myrtle Beach SUN NEWS, 10/9).


          Spyder's "cool" downhill suits, worn by ski racers
     including Hilary Lindh and Picabo Street, have been
     "declared illegal" by the Int'l Ski Federation (FIS),
     according to Wina Sturgeon of the SALT LAKE TRIBUNE.  The
     "problem" is Spyder's high-tech fabric, called "Speedwyre,"
     which is designed to provide superior aerodynamics.  The FIS
     says the suits are "unfair, since the technology isn't
     available to everyone."  Any racer using a Spyder suit at an
     FIS event, including World Cup and Olympic competition, will
     be disqualified.  Sturgeon adds that critics of the ruling
     "claim that competing manufacturers who don't have the
     technology forced the FIS decision," and that racers who use
     the Spyder suits "are peeved" (SALT LAKE TRIBUNE, 10/9).