The FL Dept. of Citrus has renewed its sponsorship with FL Citrus Sports (FCS) through 2002. The four-year deal is worth $2.25M (FCS). In Orlando, Jerry Jackson reports that the deal means FL Citrus will "remain a part of the CompUSA Florida Citrus Bowl for at least four more years." The game will receive $525,000 from FL Citrus for its sponsorship in '99, and the price "will then rise $25,000 a year," to $600,000 in 2002. The Dept. of Citrus, which has sponsored the game since '83, has "been divided" over whether to continue its sponsorships, but a majority of its commissioners felt that the game, on ABC, was a "good way to reach citrus consumers nationwide" (ORLANDO SENTINEL, 1/22).
Sponsorships Advertising Marketing
Mattel is expected to announce an exclusive, multiyear licensing agreement with the NBA today, giving it worldwide rights to all NBA-themed toys and games, according to Lisa Bannon of the WALL STREET JOURNAL. The deal is "expected to generate more than" $300M during the next five years. Mattel said the deal, which includes rights to the WNBA and women's U.S. Olympic team, "will broaden" the company's toy and game market to include "new sports consumers, and new distribution channels, such as sporting-goods stores, sports arenas and sports-collectible stores." Bannon reports the deal includes basketball-themed merchandise "across all Mattel toy categories," including Barbie, Sesame Street, Cabbage Patch, Hot Wheels and Matchbox. The NBA will also include the Mattel merchandise at its flagship store in N.Y. While Hasbro also is licensed to produce male action figures called Starting Lineup, the NBA portion of that license expires this summer. NBA CMO Rick Welts said that it chose Mattel "because it will provide an established international-sales network as well as access to the growing girls' and women's market" (WALL STREET JOURNAL, 1/22).
An AD AGE editorial, on the "welcome reassessment" made by footwear companies relying on athletes as endorsers: "[T]his reexamination of the athlete endorser is an encouraging trend that could lead to a major shift in the marketing of athletic footwear. It also sends strong signals that outrageous behavior will no longer be quietly tolerated by marketers, and that consumer concerns remain foremost in marketers' minds" (AD AGE, 1/19)....The AP reports that it is "not yet clear" if Chris Webber's arrest on Tuesday has jeopardized his shoe deal with Fila. Fila spokesperson Meredith Geisler: "We're waiting to get all the facts from Chris and his representatives before making any decisions" (AP/N.Y. DAILY NEWS, 1/22)....New Nike VP/Global Sports Marketing Ian Todd, formerly with IMG, "stresses that his hiring is not a sign that Nike intends to take on IMG." Todd: "We have no intention of competing with IMG and in fact hope to find some creative ways to work together in the years to come" (OREGONIAN, 1/21)...Avis will become the WTA Tour's "Primary Rental Car Supplier" in '98, and will supply tour players and personnel with discounted rates (WTA Tour).
Walt Disney World recently asked Broncos coach Mike Shanahan whether he "would be willing to become the first NFL Coach to look into the camera and proclaim 'I'm going to Disney World'" should his team win the game, according to Adam Schefter of the DENVER POST. Shanahan declined the offer, "even though he said Disney World was offering to pay him $30,000." Shanahan: "I don't care how much they pay me, I'm not saying 'I'm going to Disney World.'" So, Disney World "is thought to have lined up" six players, including Broncos John Elway and Terrell Davis, and Packers Brett Favre and Dorsey Levens. If any of those players is named as the MVP of the game, "it is believed" he would be paid $30,000 to "look into the camera" and say the phrase. Disney had no comment on the matter (DENVER POST, 1/22). SAN DIEGO NOTES: Nike "proved again this week" that "nobody is more opportunistic" in advertising when it outfitted the car which transported Terrell Davis to a pep rally in his honor at his old San Diego high school with a "giant swoosh," according to Luke Cyphers of the N.Y. DAILY NEWS. A VW Beetle featured a Broncos helmet along with the swoosh when it burst through a paper banner. The three- column, four-inch photo of the moment, which ran in yesterday's USA Today, "would run" $13,700 if purchased as an ad, but Cyphers writes Nike "didn't spend a dime on it" (N.Y. DAILY NEWS, 1/22)....John Elway and Mike Shanahan have invested in a FL-based laundry superstore called Laundromax, which "hopes to do to the coin laundry industry what Blockbuster has done to video rentals." Laundromax President & Founder Alan Haig "declined to say how much" the two had invested (Michele Conklin, ROCKY MOUNT. NEWS, 1/21). TARGETING WOMEN: With its Football 101 classes, an extensive line of women's clothing, flag-football leagues for both sexes and "even a cookbook, the NFL's so-called Women's Initiative is underway with positive results," according to Diane Seo of the L.A. TIMES. NFLP President Sara Levinson: "The reaction exceeded our expectations. We knew we had a huge fan base of women out there. The key was to tailor programs to get them even more involved" (L.A. TIMES, 1/22)....Dallas-based Promos Int'l, which designs and manufactures "naughty nighties" for the NFL and other pro leagues, was featured on "Extra." Promos Int'l CEO Marvin Gooch: "Over 70% of all women purchase NFL merchandise. That means that they purchase that either for themselves, their significant others or husbands or sons, but nothing was being manufactured for them" ("Extra," 1/21).
With viewership of Super Bowl XXXII projected at 140 million, the advertising community "is anticipating the big game perhaps as much as" the Broncos and Packers, according to Eleftheria Phillips of ADWEEK. The game "has become a media event like no other. It represents not only the time of year when football fanatics and the sports-challenged can commingle in relative peace, but when the advertising industry, with an estimated 58 spots broadcast during the game, can revel in its own glory" (ADWEEK, 1/19). George Rosenbaum, CEO of IL-based firm Leo J. Shapiro & Assoc: "There's no other way on TV or any other medium in which you can reach a bigger audience. In one day you can make a giant imprint on the nation" (CHICAGO SUN-TIMES, 1/21). WHAT'S NEW? AD AGE's Judann Pollack reports that packaged foods will "take a bigger bite of the ad time this year" (AD AGE, 1/19 issue). In N.Y., Pat Winters Lauro wrote that the "big trend" this year is "a recognition that many women" watch the Super Bowl, as "traditionally 'female' advertisers [such] as Hormel chili, Tabasco sauce and Heinz ketchup" have bought time (DAILY NEWS, 1/18). Nokia becomes the first wireless marketer to advertise on Super Sunday (BRANDWEEK, 1/19). Reggie Jackson, Mickey Mantle and Babe Ruth will appear in the form of clay animation for Pepsi's Lipton Brisk. Yankees Owner George Steinbrenner's voice and made-from-clay image also yells, "Your fired" in the spot (DAILY NEWS, 1/19). USA TODAY's Dottie Enrico writes "One of 1998's biggest surprises could come from an unexpected advertiser: FedEx. Industry insiders say the shipping giant and its agency BBDO New York have cooked up an imaginative way to show why customers should only use FedEx" (USA TODAY, 1/19). On MSNBC's "The Big Show," Enrico added, "Every year I think people want to see what Pepsi Cola is going to do. ... I've previewed most of the ads, and ... I've got to say that Pepsi's got a very interesting round this year" (MSNBC, 1/20). In DC, Eric Fisher wrote that few companies "were willing to go out on a limb" this year, as many ads "will rely on tried-and-true pop culture icons" such as Elvis, the Rolling Stones and Jerry Seinfeld (WASHINGTON TIMES, 1/21). In Houston, Greg Hassell reported that the "high price" of $1.3M per 30-second spot "is driving some heavy-hitters out of this year's game." Among them is McDonald's, which has been "among the biggest game-time advertisers in years past." McDonald's execs said that "cost definitely is a factor in their decision" not to advertise this year. The ad roster "has a distinctly high-tech ring to it," and Hassell wrote that the year's "most innovative ad" is from Intel, whose interactive ad allows fans to select the end of the spot via the Internet (HOUSTON CHRONICLE, 1/21). CAN THEY DO THAT? Nike will have one 60-second spot during the game's second quarter. It features athletes such as Michael Johnson, Suzy Hamilton, Scottie Pippen, David Robinson, Terrell Davis, Ronaldo, Lisa Leslie and Gabrielle Reese -- all in the nude (Nike). NBC execs "requested minor modifications in the commercial, involving shading," and Nike made them. The ad is for Nike athletic apparel, and is "an attempt to dramatize" how it "is designed like an added layer of skin that can help people compete more effectively in a range of sports" (Skip Wollenberg, AP, 1/17). NOT ALL MAKE THE CUT: NBC "rejected a low-key" ad for CA-based Vivus Inc., a male impotence treatment, during the Super Bowl "because it was not 'suitable'" for the network, according to Kenneth Howe of the S.F. CHRONICLE. NBC Sports VP/Information Ed Markey: "The standards people look at every commercial that comes in and determine whether it is suitable for a particular time period and show." Bob Hoffman, President of S.F.-based agency Hoffman/Lewis, which created the spot: "NBC's rationale was that the ad was inappropriate for daytime viewing. But just look at the talk shows and soap operas they air" (S.F. CHRONICLE, 1/21).
Atlantic Records and the CBA have formed a marketing partnership that calls for Atlantic artists to play at halftime during CBA games and to be included on a CBA/ Atlantic compilation CD sold at the games, according to Patrick Reilly of the WALL STREET JOURNAL. Only recordings by Atlantic artists will be played over the PA systems at CBA games, and Atlantic execs "will even play a part in hiring deejays for the arenas." Atlantic GM Ron Shapiro: "At a time when it is so fiercely competitive and expensive to get our artists known to the consumer, we are looking for any way to enhance their visibility to any consumer who is a potential record buyer." Reilly adds that the deal addresses Atlantic's "need to reach a young generation of music buyers with plenty of entertainment alternatives." Atlantic co-Chair Val Azzoli said another positive is the fact that the CBA "is located in smaller cities." Azzoli: "With this we are giving smaller markets the same kind of attention we give bigger cities. Remember, kids are buying music out there" (Pat Reilly, WALL STREET JOURNAL, 1/22).
MA-based Woolf Associates announced the creation of Woolf Golf, a new division which will focus on corporate golf marketing programs, event management, TV packaging, and professional player representation. Phil Sloan will be the Managing Dir of Woolf Golf and Diane Brickley, who most recently served as VP/Sales at the FleetCenter, has been named Exec Dir. Brickley will manage the day-to-day operations of the new division (Woolf Associates). TALK ABOUT CALLING EARLY: In anticipation of the '99 Ryder Cup at The Country Club in Brookline (MA), BankBoston has paid $500,000 "to reserve the entire" Charles River Country Club golf course 20 months in advance of the event, according to John Lauerman of the BOSTON GLOBE. The bank is "just one of several" corporations trying to reserve courses in the Boston area so that corporate guests at the matches "can be assured of convenient tee times" when not watching the event. In addition, Brookline is "trying to strike" a $3M deal with The Country Club for use of land for parking/ hospitality tents during the Ryder Cup (BOSTON GLOBE, 1/18). CHIP SHOTS: GOLFWEEK's James Achenbach reports that Tiger Woods is now playing with his new Titleist irons. He had been playing Mizunos. In other equipment news, Bernhard Langer "is about to switch" from Wilson to Ping. Bob Tway "also has returned" to Ping, while Cleveland Golf has "picked up" Frank Nobilo, who played for Mizuno last year. Callaway has renewed its deal with Colin Montgomerie and Jesper Parnevik, and also signed Rocco Mediate, once a "rising star" for Titleist. Montgomerie and Phil Mickelson, who recently re-signed with Yonex, will now wear hats or visors "when the television cameras are turned on." Previously, "neither has been a headwear devotee." Taylor Made, "standing pat" with its PGA Tour staff, has "added" the LPGA's Michelle McGann (GOLFWEEK, 1/17). USA TODAY's Jerry Potter adds that Taylor Made is "trying to fit" its logo onto McGann's "trademark" hats (USA TODAY, 1/22).