Abstracts » Business, general

NFL's marketing thrust goes on display

Article Abstract:

To combat declining television viewership and declining stadium attendance, the National Football League is marketing itself through a series of TV commercials created by Young and Rubicam. NFL's ad account runs $120 for the year, part of its eight-year contract, worth $18 billion, with the four TV networks, CBS, Fox, ABC and ESPN.

Marketing, Young & Rubicam Inc., Football (Professional), Professional football, National Football League

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Gatoraade is expected to unveil big accord on NFL sponsorship

Article Abstract:

Quaker Oats' Gatorade is expected to immiently announce an agreement to extend its sponsorship of of the National Football League (NFL) through 2003-04 season. Gatorade will pay the NFL more than $125 million over six years. The company will be paying three times as much annually as Sprint's $24 million-a-year present contract with the NFL.

Comment:

WIll pay the NFL more than $125 million over six years

Canned & Bottled Soft Drinks, Soft Drink Manufacturing, Contracts & orders received, Use of Funds, Soft drinks, Gatorade, Article

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Zima goes way cool to get hot (again)

Article Abstract:

Zima, an alcoholic beverage from Adolph Coors Co. which has often been the subject of jokes and derision in the media, is re-gaining popularity due to an overhauled advertising campaign in which the product is presented as a cool and refreshing beer alternative. Having originally marketed Zima by emphasizing its status as a non-beer, Coors and advertising agency Foote, Cone and Belding decided that a more effective approach would be to define what the product actually is instead of simply what it is not. The strategy appears to have paid off, as sales of Zima have increased for seven straight quarters.

Beer & Other Malt Beverages, Breweries, Malt beverages, Advertising, Brewing industry, Adolph Coors Co., ACCOB, Foote, Cone and Belding, Zima Beverage Co.

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