Schick Slices NBA Sponsorship Deal; Coca-Cola Ices NHL Partnership - marketing information and contracts - Brief Article

Brandweek, June 18, 2001 by Hilary Cassidy

After 18 years of collaboration, razors and blades manufacturer Schick, the National Basketball Association's longest-standing marketing partner, is cutting out as a league sponsor. Schick focused its NBA efforts on retired

legends until switching to a youthful rookie-themed platform in 1993.

During this past season, the company again served as title sponsor of the Rookie of the Year/Month program and the rookie game at All-Star Weekend, ran some print ads with a "rookie report" theme and had presence on NBA.com. Yet, compared to recent years, it did little by way of activation.

Schick signed Nets rookie Kenyon Martin as an endorser but used him for virtually nothing, a far cry from 1998 when it based the launch of a new razor specifically around Tim Duncan. And with its biggest investment--ads on NBA telecasts--Schick abandoned basketball thematics and aired spots featuring recently signed spokesman Andre Agassi. (Ironically, a source said Schick has hesitated to air the Agassi ads during tennis programming because it doesn't think tennis reaches its proper demographic. Go figure.)

Schick reportedly was unhappy with the NBA's decision two years ago to move the marquee rookie game from the All-Star Saturday Night line-up, where it was paired with the slam-dunk con test, to a ratings-depleted daytime event. But dissatisfaction with the league is not the primary reason behind the split.

Schick has backed away from its overall basketball positioning--its grass roots efforts have veered from sponsoring the collegiate Super Hoops basketball tourney to a sing-in-the-shower mall tour--and is looking for its footing after being acquired by Pfizer last June.

"Eighteen years is a pretty good run," said Jonathan Press, vp-marketing partnerships, NBA. "We had a great relationship that obviously worked, because these things don't go on that long if they don't."

Schick, whose NBA sponsorship was managed by National Media Group, is likely to continue to buy time in NBA games and other sports to reach the young male demo without the cost of sponsorship. The NBA will seek a new sponsor for the rookie platform, set to be expanded to include the NBA Draft.

Coca-Cola has signed a four-year renewal with the NHL around the Coke and Powerade brands. The North American deal includes exclusive national rights for the soft drink category and national and local rights within the isotonic category

Powerade will receive on-ice exposure on goalie nets and team benches, continuing its direct association with a "point of sweat." However, Andrew Judelson, vp-corporate marketing, NHL, said Powerade also will incorporate its new positioning as an energy and wellness drink into its league marketing platform.

The renewal includes a media commitment on game broadcasts, grass roots support and promotions. Integrated programs such as a watch-and-win sweeps with NHL partner ESPN, which also has a relationship with Powerade, are likely.

Judelson said the deal fits with Coke's new strategy of decentralization and giving bottlers the ability to make decisions locally. "Coke needs to provide bottlers value by which they can drive business and we are providing the bottlers with the assets to [do that]," he said.

Adidas is unveiling a $1 million print and radio campaign via Leagas Delaney, San Francisco, in support of a new lifestyle basketball shoe called All Day All Night. The shoe, which can be used for basketball but is stylish enough to wear out on the town, will be available exclusively at Footaction USA.

Ads will run for three months starting with July issues of such publications as Vibe and ESPN. Creative revolves around a day in the life of three urban ballplayers in Brooklyn, Harlem and Los Angeles who the ad agency trailed, recording activities like buying CDs and stopping at a tattoo parlor. The ads are composed of drawings and photos that tell the story of the day's events.

The new shoe is unrelated to Adidas' Kobe Bryant line. The Kobe Two will debut in November and the T-Mac, the signature shoe for all-star Tracy McGrady, is set for a January launch.