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By Published on .

Warner-Lambert Co.'s Schick Shaving Products, seeking to sharpen the effectiveness of its college basketball program, is tapping the resources of newly recruited co-sponsors Microsoft Corp., Nestle USA and Turner Sports.

The 13-year-old Schick Super Hoops is an intramural basketball tournament that this year will involve 600 schools and potentially more than 200,000 competitors.

"It has grown as much as any one sponsor can take it, so Schick wanted to bring in other sponsors to make it more impactful," said Sid Schachter, VP at National Media Group, Schick's New York-based sports marketing agency.

$500,000 AD BUDGET

Bringing aboard Microsoft, Nestle and Turner has given the property an ad budget estimated at $500,000.

Before, Schick relied on on-site posters and word of mouth. Now it will place ads in school newspapers and magazines, and on college radio stations.

Additionally, Turner will create and air a TV spot for the event on Turner Broadcasting System channels. Two media flights are planned: the first breaking later this month, the second airing in late February through mid-March.

The spot will feature National Basketball Association rookie Ray Allen, spokesman for Schick's NBA sponsorship activities in '97, which center around the Rookie Game. Turner will televise the game during the NBA All-Star Game Weekend, Feb. 8-10.


Nestle will use Super Hoops to flog its Baby Ruth candy bar. A new Baby Ruth Turbo Hoops contest will be held at 64 schools on the Schick Super Hoops roster.

Sponsorship fees weren't disclosed. All sponsors will receive mention in ads as well as on-site signage, T-shirts, posters and other promo materials. They will also take part in Schick's extensive sampling program, which is Microsoft's only

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