Lenny & Larry's Partners With Dodgers Nissan-Titans Deal At Least $5M Annually Nissan Signs For Titans' Stadium Naming Rights Music Festival Helping Tix Sales For MIS Cup Race Charter To Begin Carriage Of SportsNet LA Toyota Successful In Reaching Multi-Cultural Buyers Charter To Carry Dodgers' SportsNet LA Puig Starring In New Starter Ad Campaign Outlook Murky For Dodgers' RSN After Deal Collapse Magic: Dodgers Not Hurting From TV Issues
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).