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SGMA's Sports Licensing Satellite Media Tour Generated Coast-to-Coast News Coverage for Sports Licensed Products

Date: 9/25/08

WASHINGTON, D.C. – September 25, 2008 – The Sporting Goods Manufacturers Association (SGMA) has taken the art of ‘tailgating’ to a different level.  On Friday, August 29th, SGMA conducted a TV/radio Satellite Media Tour to showcase a variety of sports licensed products that are appropriate for ‘tailgating’ at football games.  The SMT was produced from Baton Rouge, Louisiana – from the LSU campus, just outside Tiger Stadium.   

During an SMT, a number of TV and radio interviews are conducted (one at a time) and broadcast – often “live” -- during the morning and midday TV newscasts on the affiliates of NBC, ABC, CBS, FOX, and independent stations.  While some of the interviews were shown that day, many of them were taped and broadcast throughout the first three weeks of September – since it’s still early in the football season. 

Listed below is the coverage this Satellite Media Tour produced for the sports licensed products industry:

1.) It was broadcast in 210 markets on the Family Network on "Mornings with Lorri and Larry," as well as on the Family Net Radio which airs on Channel 161 of Sirius Radio.

2.) The interview aired on 14 stations (in Tampa, Portland, San Diego, Hartford, Nashville, Kansas City, Milwaukee, Greenville (SC), Las Vegas, Fort Myers, Flint, Green Bay, Springfield, and Chattanooga) that are owned by the Meredith Corporation.  These stations receive regular news segments/programming from Better Homes & Gardens TV/Better TV.  These segments are shown during local news broadcasts.

3.) This interview was seen on 16 stations (in Washington, D.C., Tampa, Raleigh-Durham, Cincinnati, Birmingham, Las Vegas, Jacksonville, Providence, Mobile, Wichita, twice in Columbus (GA), Charleston (SC), Jackson (MS), Savannah, and Augusta) that receive news through stations affiliated with Media General Corporation.  This segment was produced by the NBC affiliate in Tampa, Florida – WFLA-TV.

4.) The segment aired on 25 stations which accepted the interview which was distributed via satellite that day from the LSU campus in Baton Rouge.

5.) The segment was shown during the Conn Jackson Show which currently reaches 20 million cable households in the U.S.  This show is seen in 60 U.S. television markets such as Boston, Chicago, Dallas, and Atlanta.  It's also seen in Australia and Bermuda. 

6.) The SMT segment aired twice on the Cable Radio Network which reaches more than 11 million U.S. households.

It’s worth noting that August 29th was also College Colors Day, which was held in conjunction with the start of college football and back-to-campus for students.  College Colors Day promotes the traditions and spirit that make the college experience great by encouraging college students, fans, and alumni to wear the apparel of their favorite college or university.

This location was chosen because the LSU-Appalachian State football game was held the following day -- Saturday, August 30th – in Tiger Stadium.  LSU is the reigning national champion of the Bowl Championship Series (BCS) while Appalachian State is the defending three-time national champion of NCAA Division I/FCS.

The host of this SMT was Mike May, SGMA’s director of communications, whose outfit that day included a College Colors Day shirt, University of Tennessee suspenders, a University of Georgia tie, and a University of Florida belt.  In his role, he explained the various attributes of each product. May, a veteran of more than 400 “live” TV interviews and eight SMTs, was joined on the interviews by the LSU cheerleaders; Mike the Tiger, the LSU mascot; Jon Jackson, LSU’s executive chef; and David Jackson, the ‘voice’ of the Appalachian State Mountaineers.   All talent that day kept quenching their thirst with LSU Tiger Water!

“The national attention this SMT received on television and radio confirms the consumer enthusiasm and interest in the tailgating experience,” said SGMA President Tom Cove. “The general public who watched these segments were, no doubt, fascinated by the products which represent a great way to display your team spirit.  Without a doubt, we appreciate the support we received from the administration at LSU which was a key part of this whole undertaking.”

In this SMT, the following companies had their products featured: 

1.) North Pole USA (Licensed 10’ x 10’ Gazebo, 18-Can Cooler, Adult Arm Chair and Folding Stadium Seat) – Every tailgate party needs a little shade, a place to keep food and drinks cold, and a comfortable place to sit!

2.) JerseyNaps (JerseyNaps) – A high-quality napkin folded into a patented shape replicating a football jersey in the appropriate team colors.

3.) Signature Designs (Licensed Pet Pillow and Cheerleader Outfit) – Pets and children can now show their team spirit.  

4.) Sportcraft (Foldable LadderBall) – A combination of horseshoes, shuffleboard, and bocce ball! 

5.) Team Sports America (Licensed Grill Covers, Propane Tank Wraps, Inflatable Football Couch, Tree Faces, and Scoreboard) – The grill covers and propane tank wraps feature your favorite team colors; the couch has the graphics of a football; the tree faces can attach to most trees and showcase your allegiance to your favorite team; and the scoreboard is really a clock which also tracks date and temperature

6.) Lippi USA (Selk’bag Sleepwear System) – A walking sleeping bag which allows you to have independent movement for both of your arms and legs, a great edition to a tailgate party in a cold climate.

7.) 180s (College and NFL Logoed Ear Warmers, Booties, and High-Tech Gloves) – These items will keep you warm and comfortable during the tailgate party and inside the stadium during the game.

8.)  UpFront Products (UpFront Seats and UpFront Tailgate Trailers) – UpFront Seats are portable five-seat bleachers for your pick-up.  The Trailer features many amenities such as a grill, a generator, TV, DVD stereo with speakers, refrigerator, microwave, blender and kitchen sink.

Wilson Sporting Goods provided footballs for this tailgate party.  The Collegiate Licensing Company helped donate items that helped enhance the visual image of the tailgate party.

During this SMT, a variety of sports licensed products were featured. With such concentrated exposure, those products got thorough coverage. On average, each interview was three to five minutes long, which was ample time to cover describe each item.  With access to a satellite truck, every interview was a ‘one-on-one feed’ with each individual station. 

“This ‘tailgating’ SMT provided NorthPole with a cost effective marketing approach to reach a million plus viewers across the nation showcasing our NFL and collegiate ‘tailgating’ products in these televised interviews,” said Cheryl Cantwell, brand development manager for NorthPole USA.  “Coinciding with the start of football season, the timing of the SMT was perfect!   The SMT ‘live’ product demonstrations enabled the consumer to view product set-up along with product usage which helped promote the product and the brand.” 

“We were thrilled to participate in the SMT with SGMA.  Our logoed ear warmers, booties and gloves are perfect for the fan, the team enthusiast, the college student and alumni,” said Shelley Foland, senior sales and business unit manager for 180s.  “The SMT allowed us to kickoff the college and NFL Football season by gaining exposure for 180s across the United States.”

"JerseyNaps recognizes that SGMA is a leading authority on sports product trends.  This satellite media tour was a highly anticipated showcase of what's hot in the industry,” said Will Katz, chief marketing officer for JerseyNaps.  “We at JerseyNaps were thrilled to be featured in such a legitimate and professional environment."

Since January of 2003, SGMA has now produced nine TV/Radio Satellite Media Tours. Five of them have been conducted from trade shows (The Super Show® in 2003, 2004, 2005, & 2006 and the SGMA Spring Market in 2007); one was held at the ESPN Zone in Atlanta, Georgia in November of 2004; and two have been held at Disney’s Wide World of Sports Complex in central Florida in January of 2007 and 2008. 

SGMA’s next SMT will be in January of 2009 as it showcases fitness products which will help stimulate New Year’s Fitness Resolutions.  Space is limited and available on a first-come, first-serve basis. Interested companies should contact SGMA’s Mike May at their earliest convenience at 561.427.0657 or mmay@sgma.com.

The Sporting Goods Manufacturers Association, your #1 source for sport and fitness research and the owner of the Sports Research Partnership, is the global business trade association of manufacturers, retailers, and marketers in the sports products industry.  SGMA leads the sports and fitness industries while enhancing industry vitality and fostering sports, fitness, and active lifestyle participation.  More information about SGMA can be found at www.sgma.com.                                        


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