The first-ever Winter Goodwill Games, due in February on
Turner Network Television, has booked nine major sponsors.
Two of the nine -- The Gillette Co. and Johnson &
Johnson -- also sponsored the games in the summer of 1998, when TBS Superstation was the
The sales effort, which began this past March, resulted in
most commitments being signed by mid-October, although the announcement was delayed until
closer to the start of the tune-in promotion campaign.
Turner Broadcasting Sales Inc. New York announced last week
that the nine advertisers will get added exposure via nearly 4,000 promotion spots for the
event that are slated to run across six domestic and seven international Turner
Broadcasting System Inc. networks, including CNN Airport Network, Cable News Network, CNN
Headline News, CNN/SI, TBS and TNT.
TBSI officials estimated the value of the event's
promotion support at more than $10 million.
Besides Gillette and Johnson & Johnson, Turner said,
the winter event has been sold to A I M Distributors Inc., Circuit City Stores Inc.,
General Motors Corp.'s Chevrolet trucks, Invesco Funds Group, Isuzu Motors, Lincoln
Financial Group, Powerfood Inc.'s PowerBar and The Quizno's Corp.
Among the athletes to be featured in the promos will be
Olympic Games figure-skating gold medalist Oksana Baiul, current U.S. downhill champion
Chad Fleisher, World Cup moguls champ Ann Battelle and Olympics speed-skating gold
medalist Dan Jansen, who will be a commentator on the TNT coverage.
The sponsor-tagged promos, due to break in early December,
will be part of a multimedia marketing campaign to promote the Goodwill Games, which will
originate from Lake Placid, N.Y., from the Feb. 16 opening ceremonies through the Feb. 20
The print phase will include space in Time Inc.'s People
and Sports Illustrated, with radio, local cable, newspapers and outdoor due in 11
major markets: New York, Los Angeles, Chicago, Philadelphia, San Francisco, Boston,
Seattle, Detroit, Atlanta, Minneapolis and Washington, D.C.
Promos will also run on TV Guide Channel and during
in-flight video programs on Delta Air Lines flights. In addition, those nine sponsors will
get on-site signage during the 11-sport Winter Goodwill Games.
Moreover, Time Warner Cable affiliates will participate in
unspecified national tie-in promotions leading up to the Games, Turner said.
TNT will be the host network not only for the upcoming
February event, but also for the next Summer Goodwill Games, scheduled for 2001 in
Although the Turner-created Goodwill Games began as a way
of offsetting the chill of the Cold War, it will now go global and seek venues throughout
the world, much like the Olympics, Turner executives have said.
Last year, Turner executives said they hoped to include
some younger-skewing "nontraditional" sports, and the company announced last
week that snowboarding will be one of them.