MLB has finalized an agreement with True Value Hardware to
have the retailer be "the official hardware store" of the league
and provide them a marketing event around Opening Day, according
to Jeff Jensen in the current AD AGE. Jensen reports "True Value
Opening Day" will be supported through national TV advertising,
local promotions, and for the first time, on-field advertising.
Marketing execs believe the deal is worth around $40M, and is
said to include a commitment by the retailer to buy ad time on
Fox and the other MLB network partner's broadcasts. Jensen calls
MLB's agreement to allow True Value to paint its logo on the
field, in foul territory, "a potentially controversial element"
to the deal, as it marks the first time "one of the Big 3" sports
leagues (MLB, NFL and NBA) has sold turf space to an advertiser
(ADVERTISING AGE, 10/30 issue).
THE PACKAGE: In addition to the Opening Day tie, True Value
will sponsor the refurbishment of 500 neighborhood ballparks and
retain the naming rights to those facilities. The retailer also
will sponsor MLB's local Man of the Year and national Roberto
Clemente Man of the Year awards. True Value will also give
hundreds of All Star Game tickets away through contests and
sweepstakes (AD AGE, 10/30).
WHAT'S NEXT? Jensen reports that the True Value agreement
"is the first in a series of alliances" for MLB, with sources
indicating a major deal with Pizza Hut "is imminent" (ADVERTISING
AGE, 10/30).
