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Volume 24 No. 115

Sponsorships Advertising Marketing

          NBC has sold out ad time for Super Bowl XXXII at an     average rate of $1.3M per 30-second spot, according to Ross     & Jensen of AD AGE.  NBC, which "stands to gross about" $75M     from the game's advertisers, finished selling its     "approximately" 58 national 30-second slots a month ago,     "the earliest in recent memory."  Anheuser-Busch and PepsiCo     will "have the heaviest presence" on the broadcast, both     running six 30-second units.  Nike and New Line Cinema will     run two 30-second spots each, while AmEx and Walt Disney     will each air a 60-second spot.  Newcomers include Tommy     Hilfiger, Hormel Foods and Network Associates.  Hormel will     have two spots promoting its reformulated, lower-fat chili,     while Network Associates will tout its McAfee anti-virus     computer software.  The following is a complete list of     Super Bowl advertisers (AD AGE, 11/24 issue):        
E. McIlhenny Sons Corp.
General Motors
Intel Corp.
Mail Boxes Etc.
Oracle Corp.
Sony Pictures
Tommy Hilfiger
Universal Pictures
Visa USA
Walt Disney Co.
Volvo Cars of N.A.
Warner Bros.
Michelin Tire Corp.
Hormel Foods
Nissan USA
New Line Cinema
Network Associates
MORE FROM AD AGE: MI-based Domino's Pizza plans to "aggressively pursue renewal" of its NBC NFL halftime report sponsorship. Domino's four-year, $10M deal with the network expires at the end of the season (AD AGE, 11/25)....Midway Home Entertainment features Wayne Gretzky in two spots that debuted last week for its new videogame, The NHL & NHLPA Present Wayne Gretzky's 3-D Hockey '98. The spots were done by DDB Needham Worldwide, Dallas (AD AGE, 11/24 issue).

          CT-based Phoenix Home Mutual Life is "close" to signing
     as the NCAA's first sponsor in the insurance category,
     according to Terry Lefton of BRANDWEEK.  The five-year deal,
     worth "around" $9M, will give Phoenix media on NCAA
     highlights shows, the NCAA radio network and in the various
     game programs at NCAA championship events.  Phoenix will
     also have access to Host Communications' Hoop City fan fest
     at the men's and women's Final Four (BRANDWEEK, 11/24).
          DEALS: Lefton reports that healthcare unit Cigna has
     signed a "letter of intent" to become the first "Founding
     Partner" sponsor of the Women's Global Challenge, set for
     Spring '99 in Washington, DC.  The $5M deal would grant
     Cigna media, event signage, tickets, hospitality and an
     affiliation with the Women's Sports Foundation and its
     grass-roots programs....Lefton also reports that Champion
     will supply uniforms to the U.S. basketball teams at the
     World Championship in Europe next summer.  Lefton adds that
     new uniforms, and "a bigger retail and marketing push aren't
     expected until" '99, leading up to the 2000 Summer Olympic
     Games in Sydney....BRANDWEEK adds that Sunkist's two-year
     sponsorship deal with the AVP, announced last week, is
     "estimated" at $2M (BRANDWEEK, 11/24 issue).

          Hanes yesterday debuted its first round of advertising
     behind the launch of its Michael Jordan Collection, a line
     of briefs, boxers and T-shirts aimed at men 18-24, according
     to Becky Ebenkamp of BRANDWEEK.  Created by Long Haymes
     Carr, NC, the campaign airs in primetime on ESPN, MTV,
     Comedy Central, BET, TNT and TBS.  Spots will run about 10
     times a day through Christmas, with a budget estimated at
     $2-4M.  One spot, "Sports Show," features Ahmad Rashad and
     Roy Firestone hosting a fictitious sports news show, then
     walking off the set wearing only Jordan-brand boxers below
     their sportscoats.  As they stroll down the hall "boasting
     how chummy they are with Jordan, the basketball star
     eavesdrops at a water fountain."  The Jordan line retails in
     department stores and Foot Locker and Champs (BRANDWEEK,
     11/24).  Firestone is represented by Athletes & Artists, a
     Marquee Group division.  He will be featured in both 15- and
     30-second spots of "Sports Show" (Marquee Group).

          SOCCER DEALS: Nike said it is in the "final phase" of
     signing a 10-year, $143.8M contract to outfit the players of
     Barcelona, one of Europe's biggest soccer clubs, beginning
     in '99 (N.Y. TIMES, 11/25)....Reebok has acquired kit rights
     to the Argentinean national team starting in '99, the
     Italian-based Juventus team in 2000, and "is near" a deal
     with a Columbia team (Frank Dell'Apa, BOSTON GLOBE, 11/25).
          NOTES: AL-based Russell Athletic will sponsor the NHL
     All-Star Fan Balloting in the U.S, and will provide 50 sets
     of All-Star merchandise as prizes for the NHL All-Star
     sweepstakes (Russell)....Speedo is introducing a bathing cap
     with integrated goggles that it plans to equip swimmers with
     at the January '98 World Championship in Australia.  The cap
     will retail for $60 (BUSINESS WEEK, 12/1 issue). 

          UNC-CH student activists say "they'd like to take Nike
     up on its offer" to inspect factories in Southeast Asia, but
     "only if they can make the trip on their own terms,"
     according to Jane Stancill of the Raleigh NEWS & OBSERVER. 
     On Monday, the Nike Awareness Campaign student group issued
     10 conditions "to ensure an objective study" of the working 
     conditions at Nike contracted factories, including "free
     rein to visit whatever factories they choose."  The group
     also wants to hire its own interpreters, take their own
     experts, and be allowed to take photographs of the working
     conditions to bring back with them (NEWS & OBSERVER, 11/25).