Nike Hopes for Big Kick from Brazilian Soccer

By Waters, Oscar | St Louis Post-Dispatch (MO), December 16, 1996 | Go to article overview

Nike Hopes for Big Kick from Brazilian Soccer


Waters, Oscar, St Louis Post-Dispatch (MO)


Nike Inc.'s swoosh is going samba, raising the sneaker maker's hopes of boosting its appeal in the world's most popular sport.

The company recently reached a 10-year agreement to sponsor Brazil's soccer team, winner of the 1994 World Cup. While terms weren't disclosed, Ad Age magazine reported the agreement's value at $200 million to $250 million.

Nike, which already sponsors the U.S. National Team, bought out the remaining two years of Umbro's contract with the Brazilian team. "Our intention is to be the future of soccer," said Nike spokesman Jim Small. The agreement allows Nike to stage as many as five friendly matches a year between the 1994 World Cup Champions against other national teams. "That's the most significant part of the deal," Small said. "Brazilian soccer is clearly the best played, most exciting soccer in the world." Nike will arrange, organize and sell sponsorship and television rights for the events. The games are to be the first from Nike Sports & Entertainment, the company's in-house global event marketing division. FOR THE RECORD: HitCom Corp. has begun a promotional campaign highlighting the St. Louis Ambush professional soccer team on IntelliPages. The arrangement features Internet display, advertising opportunities, banners, radio spots, trade opportunities on IntelliPages' viaPhone card, and a mutual promotion for Saturday's 1:05 p.m. game pitting the Ambush against the Detroit Rockers at Kiel Center. . . . Adamson Public Relations, a division of Adamson Advertising Inc., has been named by Kansas City-based Sprint PCS as public relations agency of record for the St. Louis market. Adamson will implement the St. Louis region product introduction and on-going public relations stategies for Sprint PCS' digital Personal Communication Service. Adamson PR will be responsible for creating a product launch, media and community relations campaign for Sprint PCS in St. Louis. Sprint PCS plans to launch 100 percent digital wireless telephone service in St. Louis in the first half of 1997. . . . The Vandiver Group has been selected as the agency-of-record for the City of Ferguson. The firm will assist the city with strategic planning sessions for public relations purposes, and will develop a plan for promoting the city to individuals and groups interested in residential and commercial property. . . . Atkinson Group Inc. recently completed a CD-ROM for Mark Andy Inc., a manufacturer of presses. "The Advantage of Mark Andy" is an interactive CD program to help the company introduce its newest line of printing presses, the Advantage Series. In addition to producing the CD-ROM, Atkinson Group developed a marketing campaign for Mark Andy's new line of presses, which included trade advertising, brochures, logo and promotional items for trade shows. …

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