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SBD/3/Sponsorships Advertising Marketing
IRON MAN RIPKEN GAINING NATIONAL EXPOSURE WITH FRANKLIN ADS
Published May 3, 1995
Ads for Franklin Sports featuring Cal Ripken and Barry Bonds, which began running recently on ESPN, are giving Ripken "some rare national commercial exposure as he begins his drive" to break Lou Gehrig's consecutive-games record. Ripken, who has "often appeared in local commercials," has been "seldom seen in national" ads. But his representatives said endorsement opportunities for the All-Star shortstop "have risen as he nears the record." Today, pro basketball players are the "athletes of choice" in national ads, and talent agencies blame the recent baseball strike and the game's "languid pace" that "alienates many younger viewers." Franklin and its ad agency, Arnold Fortuna Lawner & Cabot Inc. of Boston said the Ripken/Bonds ad will run through May (Skip Wollenberg, AP/SAN FRANCISCO CHRONICLE, 5/3).