The NTRA has retained NJ-based ISI as its exclusive
sponsorship rep and ISI has begun to implement a sponsorship
sales strategy for the "NTRA Champions on Fox" series (ISI).
The SPORTSBUSINESS JOURNAL's Andy Bernstein writes that ISI
and the NTRA "have an arsenal of media inventory to sell,
including entitlement to the individual race broadcasts and
the series." Also, about two-thirds of the 59 racetracks
incorporated in the NTRA "have opted into the sponsorship
program by offering signage and other inventory." ISI
VP/Corporate Marketing Eric Bechtel said that "several new"
deals, including one with RCA, are pending: "The most
compelling aspect is that group purchasing program."
Affinity card, automobiles, soft drinks, beer, liquor and
farm equipment are among categories "expected" to be filled
first (SPORTSBUSINESS JOURNAL, 1/11 issue).
NOT JUST AMERICAN GIRLS: BRANDWEEK's Terry Lefton
reports that Hewlett-Packard (HP) "is close to signing" a
deal with FIFA that would give it "worldwide marketing
rights" to the '99 Women's World Cup. Lefton: "No word yet
on marketing plans from HP, which vacillated between a U.S.
and international deal for some time before opting to take
the worldwide rights" (BRANDWEEK, 1/11 issue).
NATIONAL ON FSN: SPORTSBUSINESS JOURNAL's Langdon
Brockinton reports that National Car Rental has bought ad
time on Fox Sports Net's NBA, MLB and college football and
basketball coverage. The deal is "valued between" $3.5-4M
and will include the National "Game Break" segments on NBA/
MLB telecasts. National also bought time on ESPN's regional
college basketball coverage (SPORTSBUSINESS JOURNAL, 1/11).
ALPHA REVIEW: AD AGE's Bob Garfield gives Nike's Alpha
ad campaign, by Goodby, Silverstein & Partners, two and a
half stars: "The TV is overproduced and underilluminating --
leaving it to the straightforward, but obviously subsidiary,
print campaign to close the sale" (AD AGE, 1/11 issue).