Blue chip nod to female sports

A new half-hour tv series, Women in Sport, has attracted blue chip sponsors and upmarket advertisers.Katherine Van de Mark, executive producer and creator of Women in Sport, says the Foot Locker chain and the Ryka Rose Foundation have signed gold -...

A new half-hour tv series, Women in Sport, has attracted blue chip sponsors and upmarket advertisers.

Katherine Van de Mark, executive producer and creator of Women in Sport, says the Foot Locker chain and the Ryka Rose Foundation have signed gold – or title – sponsorship deals, and Shoppers Drug Mart has signed as a silver sponsor.

And Van de Mark says General Motors’ Saturn division and IBM Canada have already booked advertising time.

The Ryka Rose Foundation is the charity offshoot of the u.s.-based Ryka athletic shoe company whose products are designed specifically for women.

Over $100,000

Van de Mark was reluctant to discuss financial details of the sponsorships but says the gold sponsorships cost more than $100,000 each.

She says the key audience for the new series will be better-off women aged 25 to 54.

The first Women in Sport program airs Sept. 27 on tsn.

Van de Mark says the magazine-style shows will be broadcast once on Tuesdays at 6 p.m. Eastern Time, then repeated at least twice more during the week.

She says once all 13 shows are broadcast, they will be rerun, making a 26-show season.

She says although her production company, Toronto-based Legendary Entertainment, has signed only a one-year contract with tsn, she has no doubt the series will be back next year.

Also, Van de Mark says, she is working with IMG Canada, the sports management group, to sell the series in the u.s. and elsewhere.