SBD/10/Sponsorships Advertising Marketing
RIPKEN STREAK CAUSING A FIRE ON THE MARKETING MOUNTAIN
Published August 10, 1995
Cal Ripken Jr's "predicted publicity bonanza" as he closes in on Lou Gehrig's consecutive game streak is examined by Michael Hiestand of USA TODAY. The Tufton Group, the MD-based firm who handles Ripken's marketing, say there are "already about 30 Ripken licensees," but that they hope to "close breakthrough national deals with a car maker, cereal and apparel maker" The Curtis Management Group, a division of the Indianapolis-based CMG Worldwide who represent Gehrig, is offering increased licensing and marketing opportunities during Ripken's run at the streak. Hiestand reports Curtis Management has "recently signed about a dozen Gehrig licensees" (USA TODAY, 8/10).