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DID MLB WELCOME ITS SPONSORS TO THE PRE-SHOW PLANNING?
Published April 25, 1995
MLB's integrated marketing campaign, built around the theme "Welcome to the Show," also calls for cooperation of corporate sponsors. But, according to Jeff Jensen in the current AD AGE, "some key sponsors said they had yet to be contacted about participating." Peter McLoughlin, Group Dir of Corporate Media at Anheuser-Busch: "We haven't heard much more than we've read in the papers, and I don't think we'd get involved, not like we did with [the NHL's] 'Game On!'" But McLoughlin said A-B will continue to spend as much on baseball as in years past. Jensen also notes that some marketers are staying away from baseball until there is a labor agreement. True Value Hardware's VP/Marketing Chuck Kremers: "We have a deal with MLB, but we aren't activating it at this time" (AD AGE, 4/24 issue). MLB ran a full-page ad in today's USA TODAY featuring the "Welcome to the Show" logo and the words, "Opening Day, April 25th." ESPN also ran a full-page USA TODAY ad featuring a picture of a bat and words in the shape of a ball that reads: "Why not think of it as a seventh-inning stretch? That just happened to last 257 days. Baseball resumes: Opening Day Game Dodgers vs. Marlins Tonight at 7:30 PM ET" (USA TODAY, 4/25).