SBD/6/Sponsorships Advertising Marketing

SPONSORS LOOK TO SCORE DURING ALL STAR FAN-FEST IN DALLAS

     Businesses are using MLB's five-day, All-Star FanFest  to
reach thousands of consumers, according to Kathryn Hopper in this
morning's FORT WORTH STAR-TELEGRAM.  MLB has "recruited 35
sponsors that paid between $60,000 and $120,000 to parade their
names before an expected 100,000 to 150,000 people."  FanFest
organizer Gail Hunter said the corporate sponsorship and booth
fees help offset the $4M it costs to put on the event.  David
Ball, who was in charge of signing up sponsors, said doing so was
more difficult this year due to the strike, but "there's no other
(major team) sport playing now, and it's an important time of the
year to move products."  Sponsors range from Coca-Cola to local
food stores, while Majestic Athletic Wear, a PA-based apparel
company has been a sponsor for several years.  Peggy Edwards, VP
Marketing at Majestic, said the sponsorship has been a "good
investment":  "It's so interactive.  The fans really get
involved" (FORT WORTH STAR-TELEGRAM, 7/6).
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Related Topics:

Coca-Cola, MLB

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