In Baltimore, Peter Schmuck reports that a decision on
the Orioles' grievance filed to prevent three of their
players from appearing in ads for PepsiCo's Mountain Dew
will "probably will be forthcoming in May" (Baltimore SUN,
4/22)....CNBC's Maria Bartiromo reported that on Tuesday,
Nike gained "sharply," up 3 5/8 to 46 13/16, "after a
company field trip was sponsored by DLJ and Morgan Stanley
where company executives presented a more encouraging
discussion about advertising plans and spending levels"
(CNBC, 4/21)....Celtics G Kenny Anderson appeared on ESPN's
"Up Close" yesterday wearing a T-shirt from his new apparel
company Handles. The T-shirt had a hand gripping a
basketball on the front, with the tag "Control the Rock" on
the back. Anderson said he is producing T-shirts, shorts
and hats, and will "branch out to sweatsuits and things like
that." Anderson: "Right now I'm trying to put them in all
sporting goods stores" ("Up Close," ESPN, 4/21).
ONE VIEW: The Marment Group CEO Roger Marment writes an
op-ed in BRANDWEEK under the header, "Sponsorships Are Not
Ad Buys." Marment: "When viewed as relationship marketing,
the true nature of sponsorship as a dynamic medium becomes
clear. It is both a tool to achieve the particular goals of
the sponsor and, at the same time, the mechanism through
which the commercial value of the property is released. ...
The question to be asked by corporations and properties is
not how many media impressions the sponsorship gets, but how
can the assets of the property be used in the context of
relationship-marketing" (BRANDWEEK, 4/20 issue).
