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Technology Stocks : Qualcomm Incorporated (QCOM) -- Ignore unavailable to you. Want to Upgrade?

To: DaveMG who wrote (16993)	10/22/1998 10:58:00 PM
From: Ruffian	Respond to of 152472

All, Siemens>CDMA Phones; quote.bloomberg.com

To: DaveMG who wrote (16993)	10/22/1998 11:04:00 PM
From: CDMQ	Read Replies (1) \| Respond to of 152472

Big-league boost for Qualcomm By Craig D. Rose UNION-TRIBUNE STAFF WRITER October 22, 1998 SAN DIEGO -- While the Padres were shut out in this year's World Series, San Diego-based Qualcomm slugged the advertising equivalent of a home run that would do Mark McGwire proud. When the local wireless communications company spent $18 million last year for the right to name the local stadium, Qualcomm knew it would get international exposure from Super Bowl XXXII, which was held here in January. Just nine months later, Qualcomm got a second bang from its bucks when the stadium also hosted the World Series, marking the first time that baseball's fall classic and football's championship game have been played in the same venue in the same calendar year. "We are absolutely thrilled," said Christine Trimble, manager of public relations for Qualcomm, which employs nearly 10,000 and had sales last year of $2.1 billion. She said it was hard to quantify the value of hosting the sports spectaculars, but added that the company is certain it has increased its brand awareness, just as Qualcomm is pressing hard to penetrate consumer markets and win worldwide acceptance of its technology. Some sense of Qualcomm's advertising hit can be derived from a competitor's miss: How many know where Ericsson Stadium -- a facility named for a Swedish-based Qualcomm competitor -- is located? L.M. Ericcson Telephone paid $20 million to hang its name for 20 years over the Charlotte, N.C., home of the Carolina Panthers football team. And unfortunately for Ericcson, that stadium has yet to host a national professional championship game. But a spokesman for Ericcson said even that stadium has played a key role in raising awareness of its brand in the United States. Simply in dollar terms, Qualcomm appears to have bought in at the right time. The company provided $18 million in cash that was sorely needed to complete the stadium renovation and got naming rights for 20 years. By comparison, Bank One paid the Arizona Diamondbacks baseball team $66 million for 30 years. Pacific Bell rang up $50 million for 24 years of naming rights at the new home of the San Francisco Giants. Fox Broadcasting, meanwhile, says an average of 18 million people have watched recent World Series games. Advertisers have reportedly plunked down $250,000 to $300,000 for 30-second commercial slots. In addition to the free exposure Qualcomm gets whenever the ballpark's name is mentioned or its scoreboard is shown -- with the blue corporate logo glowing brightly above -- the telecommunications company has been buying its own national advertising spots during the home games in order to tout its compact, wireless Q phones. Trimble, the spokeswoman, said those phones might be useful to the Padres, allowing the team to more clearly communicate with its beleaguered bullpen. There may be countless fans who believe it couldn't hurt. PS. I must take this opportunity to correct a previous misquote of a Greg Powers technical term referring to the chicanery of ERICY, The correct term used was bull-poopy not bull poo-poo. Get it right!!