Leagas Plays Ball for $50 Mil. MVP.com Biz

Parlays Earlier Sports-E-tailer Relationship Into Major Account
SAN FRANCISCO–MVP.com has named Leagas Delaney lead agency on its $50 million account and is putting the final touches on the company’s launch campaign.
Michael Jordan, John Elway and Wayne Gretzky, all sports superstars, are helping to operate the sports-apparel retail site, which has yet to launch. Their participation has already generated significant publicity, setting the stage for Leagas’ national TV, print and outdoor ads, which break this week.
Leagas had been handling the $10 million ad account of another sports-gear e-tailer, BigEdge.com, since August. That Chicago-based company, which had an association with America Online, was folded into MVP when Elway had founded the latter last month, according to BigEdge officials.
The San Francisco-based shop, which is known for its Adidas work, was initially hired by MVP to do project work, but its role quickly evolved, sources said. The client is not conducting any search for additional agency help, said a company representative. Leagas executives declined to comment.
In the four weeks since its founding, MVP has sold an equity stake to CBS for $85 million. The TV network will provide advertising time over a four-year period.
Elway, Jordan and Gretzky–who have 15 professional-sports season MVP awards among them–also have equity stakes in the MVP project.
MVP is also cutting a deal with the online retail division of SportsLine.com, publisher of the CBSSportsLine Web site.
The account raises the question of possible conflicts for Leagas.
Jordan, who serves as a director at MVP, is also chairman at Brand Jordan, a key division of Nike, Adidas’ archrival.

Publish date: January 24, 2000 https://stage.adweek.com/brand-marketing/leagas-plays-ball-50-mil-mvpcom-biz-37127/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT