Sports marketing holds Web allure

Riedman, Patricia
April 1999
Advertising Age;4/5/1999, Vol. 70 Issue 15, p32
Trade Publication
This article reports on an increasing number of Internet companies that are turning to offline sports sponsorship for valuable brand exposure, as of April 1999. Paul McMann, founder and president of the Collegiate Professional Basketball League, said the league expects up to half of the eight team sponsors to come from the Internet. The league, which expects to begin play this fall, has signed Lycos to sponsor the Boston team and Internet service provider and electronic commerce company Acunet.Net to back the Chicago, Illinois-based team. It is also in negotiations with job site Monster.com, computer retail site Outpost.com, audio and video site Broadcast.com and Justballs.com, a site the sells sports balls. Even smaller players are leveraging sporting events, such as theglobe.com to help its exposure in the U.S. and internationally.


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