Miller Angles to Be Bowling Kingpin; Pennzoil Gets Out the ESPN Vote - Brief Article

Brandweek, Jan 22, 2001 by Hilary Cassidy, Kenneth Hein

Striking up an industry-wide bowling sponsorship, Miller High Life and Miller Lite will be the "Official Beers of Bowling" through a new deal put together by the Wichita, Kan.-based Strike Ten. The agreement covers the Bowling Proprietor's Association of America, the American Bowling Congress, Women's International Bowling Congress, the Professional Women's Bowling Association and the Professional Bowlers Association.

The multi-year deal marks the first sponsorship of the PBA since Ian Hamilton, a former Nike marketing executive, took over as commissioner in September. The PBA component gives Miller category exclusivity, title sponsorship of a televised PBA event (currently on ESPN), a branded television feature during each national tournament and down lane signage. Miller will also have a significant media commitment in PBA programming on ESPN telecasts.

The deal may be the first of many, Hamilton said. "We're at the point right now where the partnership itself is more important than the dollars; our partners can do as much if not more in terms of the resources they bring to the table," he said.

Hamilton's other plans: to clearly define the bowling season for consumers (it's September-March), dimensionalize the players, "find the Tiger Woods of bowling," and educate the public about the sport. He also has started negotiations for a new TV package, since ESPN's deal expires this spring.

"Our challenge is to deliver for our sponsors and give them a reason to stay involved," Hamilton said. "We have to demonstrate value and that comes from putting together a good show, giving people a reason to participate and boosting TV ratings."

Back for its fourth year as a presenting sponsor of ESPN's ESPY Awards, Pennzoil is revving up its involvement by sponsoring the first ESPY Fan Favorite Athlete Award. Fans can vote for the winner from among five candidates selected by ESFN on ESPN.com or at Pennzoil-tagged voting displays at any of 2,700 AutoZone locations in the U.S. Consumers who buy a case of Pennzoil at AutoZone during the voting period will receive a free ESPN hat or T-shirt.

Brad Walshans, Pennzoil brand manager-retail, said the effort will leverage the brand's core 18-49 male base.

"The elements we've added with the new promotion will make it work hard for us," he said.

The award, the only ESPY determined by fans, will be promoted primarily via ESPN advertising and handed out in Las Vegas on Feb. 12 during the ESPYs' first Red Carpet Special, which airs an hour prior to the start of the awards show.

"We're blowing it out to give it the feel of the Academy Awards," Ed Erhardt, president of ESPN/ABC Sports Customer Marketing and Sales, said of the pre-awards show. "It's not Joan Rivers, but we'll have Kenny Mayne interviewing the stars," he said, adding that there will be a mix of athletes and other celebs.

Other 2001 ESPY partners are presenting sponsor General Motors, AT&T, Heineken, Visa, Ernst & Young and newcomers Gatorade, New York Life and Royal Caribbean. All receive a TV, online and radio package. The V Foundation for Cancer Research is another award affiliate.

Vans is looking to spread the word about its novel new Compel Tones sneakers, which appear white indoors but turn pink, blue or yellow once exposed to the sun's UV rays. Vans first promoted the shoes, which went on sale on its Web site earlier this month, with a targeted 10,000-plus e-mail blast to women aged 12-20, courtesy of e-mail company @once, Portland, Ore.

Print ads trumpeting the shoes' availability online ran at the same time in Teen People, Dig and Seventeen.

The shoes are now rolling out at Vans' 140 stores, Journey's and Lady Foot Locker, with some locations providing light boxes to show off the Compel Tones' chameleon-like properties. New ads, with the tag, "Get out for a change," will appear in February issues of Teen and J14, and in April's Cosmo Girl. Marketing spend this year in support of the launch is $500,000.