Media Articles:

Sparks' marketing tack no shocker to Mercury

by Paola Boivin

The criticism generated by the Los Angeles Sparks' recent decision to aggressively market to the lesbian community is a surprise to Mercury executives, who have always included the lesbian community in its marketing scheme for the WNBA team.

"I wouldn't says we're as proactive in that area, but we've always looked at it as a part of our overall marketing strategy," Mercury general manager Seth Sulka said. "And we're always 100 percent receptive to requests that community might have."

The Sparks attracted nationwide attention by holding a rally Friday at Girl Bar Los Angeles, the nation's largest lesbian club with nearly 12,000 members. The team's logo appears on the club's Web site, and the two are partnering in several other promotional arenas.

Sulka said the Mercury's approach toward marketing is "more reactionary" but that the team regularly places ads in local publications geared toward a gay audience....

THE SPARKS' decision has been radio talk show fodder in Los Angeles, where some claim to be morally offended by the move. If morality were truly the issue, though, wouldn't these fans be quick to boycott NBA games, where drug abuse, sexual abuse and paternity suits make headlines on a regular basis? I sense some hypocrisy. . . .

Was that Billy Blanks leading Mercury workouts Tuesday? No, that was coach Cynthia Cooper, who had her team doing Tae Bo for the first half-hour of practice.

"As a player, I've come to practice and said, 'Today I want to work out but maybe not with a basketball. Let me do something else,' " Cooper said. "And I've always wanted to cross-train. I kind of got bored with some of the things and tried to do other things and still got a great workout.

"I wanted to bring that to the Mercury and give them a different look, but at the same time you get a great workout and it keeps you fresh, it keeps you hungry and mentally aware." . . .

AS MUCH AS it would seem that competitive juices would keep Rob Evans and Lute Olson from ever mingling off the court, that's not the case. The two played together in a golf foursome last week with Lou Campanelli, the Pac-10's director of officiating, and John Kasser, the former California athletic director who also works for the conference, at the Arizona Biltmore during Pac-10 meetings. . . .

The Kentucky Derby on NBC Saturday was a success in the Phoenix market, drawing a 7.9 rating and 20 share. The Diamondbacks game that morning on Channel 3 drew a 7.8 with a 23 share. Packaging the Derby with the NBA playoffs was a smart move.

The Diamondbacks game against the Cincinnati Reds and Deion Sanders on Monday night on Channel 3 snagged an impressive 10.0 rating. . . .

ESPN is giving thought to a women's sports network, but at this point nothing is imminent, a network spokesman said Tuesday. . . .

Reach Boivin at (602) 444-8956 or at paola.boivin@arizonarepublic.com

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