Eagles Make Toyota First Auto Sponsor Since '08 Dodgers Celebrate Sponsorship With Emirates Scully Declines Fox' Offer To Call ASG Charter Completes TWC Purchase Vin Scully Profiled As Baseball Luminary Dodgers' Maeda Evoking Fernandomania Toyota Signs Teenage Snowboarder Chloe Kim Toyota Signs On With MLB Rangers Dodgers Debut 3-D Batting Helmet Logo ESPN Blacks Out Dodgers Opener In L.A.
SBD/7/Sponsorships Advertising Marketing
JAPANESE AUTOMAKERS FIGHT IT OUT WITH BASEBALL ENDORSERS
Published December 7, 1995
The "rivalry" between Japan's automakers "spilled" over to pro baseball, according to Neil Weinberg of FORBES. Nissan began by "hitting a marketing home run" by signing Ichiro Suzuki, a superstar fielder for Kobe's Orix Blue Wave, as an endorser. Sales increased 14% after it launched his campaign "which emphasized newly available air bags." Toyota came back in September by signing Dodgers' Rookie of the Year pitcher Hideo Nomo, who "now pitches Toyota cars with air bags and antilock brakes." Those ads started "a modest rally" in October (FORBES, 12/18 issue).