CBS will work in tandem with Host Communications "to
incorporate media opportunities (and commitments) into the
NCAA corporate sponsorships Host brokers," according to
BRANDWEEK's Terry Lefton. CBS Sports President Sean McManus
said that the agreement is still "informal," but that
"selling integrated packages of both rights could be in the
offing." Lefton: "That could include media and marks for
CBS' other NCAA championship properties, which include track
and field, gymnastics and the College World Series." Lefton
also reports that the $3M "Joe Football" branding campaign
developed by Host and DDB Needham, Dallas, last season "has
been spiked." A new "broad-based" campaign is being
developed that will try to tap into the "forever young"
spirit of college football (Terry Lefton, BRANDWEEK, 8/10).
BRANDWEEK NOTES: McManus, on CBS's $4B NFL rights deal:
"[NBC Sports Chair Dick] Ebersol and I will go to the grave
arguing this, but I'll still tell you it works for us at
that price."....Warner Bros. and its DC Comics division will
link Batman with NASCAR this fall at the Charlotte 500, as
Dale Jarrett will race a Batman-themed car in Charlotte.
...PA-based And 1 has selected FL-based Crispin Porter &
Bogusky Advertising and PA-based Siano Di Leonardo as
finalists for its estimated $3M ad account....Terry Bradshaw
will appear in a $1M ad campaign for Scimitar Golf U.S.A., a
startup custom golf club manufacturer (BRANDWEEK, 8/10).
