NY-based Prospect Ridge Beverage (PRBC) "is entering
the fiercely competitive isotonic beverage category armed
with a license from athletic apparel marketer Starter and an
endorsement deal" with Bulls F Scottie Pippen, according to
Terry Lefton of BRANDWEEK. PRBC plans to launch its new
drink, Starter Fluid, in the NYC metro area this September,
"with an eye toward a national rollout" in spring '99. The
planned regional rollout includes a combination of sampling,
radio, outdoor and transit ads, and "possibly" 10- or 15-
second spots on MSGN, "likely" featuring Pippen. Pippen's
three-year, $1.3M deal with PRBC means the Nike endorser
"will be endorsing a product bearing the brand of a Nike
competitor," and Lefton writes that insiders say that while
Nike "wasn't thrilled," it signed off on the deal. Pippen
won't wear Starter apparel while endorsing Starter Fluid,
which will be available in eight flavors and 20 ounce sport
bottles bearing Starter's name and logo (BRANDWEEK, 7/27).
ACES FLY! Lefton also reported that United Airlines has
signed a "low six-figure" sponsorship deal with the USTA,
giving it U.S. Open and U.S. national team rights. United
receives hospitality, a suite, tickets and signage on courts
other than Arthur Ashe Stadium during the U.S. Open. United
also gets marketing rights to the U.S. team, as well as
access to the USTA's 530,000-member database. Although
media is not included in the pact, USTA Marketing Dir Pierce
O'Neil said that the airline "is talking with" USA and CBS
about a possible TV buy (BRANDWEEK, 7/27 issue).
