Still without a marketing head, MLB is "effectively out-
sourcing its corporate sponsorship department under Mike Trager,"
who sold TV time and sponsorships for the past two years as Exec
VP of the now-defunct Baseball Network, according to the current
issue of BRANDWEEK. While existing sponsorship contracts were
voided with the dissolution of TBN last year, Terry Lefton cites
sources who said Trager "has been working quietly and has letters
of intent from five returning corporate sponsors and one new one,
all packaged with TV buys." GM and Anheuser-Busch are said to be
structuring packages directly with Fox and NBC before signing
sponsorship deals. A deal "formalizing" Trager's role is
expected within a month. Trager is co-founder of sports
marketing firm, SMTI, and Exec VP of the newly formed Marquee
Group based in Greenwich, CT. MLB is also said to be close to
awarding its season-opening ad campaign to Lowe & Partners/SMS of
New York (BRANDWEEK, 2/29 issue).
UNOFFICIAL MARKETING CAMPAIGN: "In case you thought
baseball was dead in the water, get ready for a flood of its
stars soon to surface in TV spots," writes Bruce Horovitz in USA
TODAY. Nike has released three Ken Griffey Jr. spots, with six
more in the works, on Griffey's campaign for the White House.
Reebok will soon air a spot with Frank Thomas; Fila is using
Eddie Murray to introduce its line of $70 "Turf Trainer"
sneakers; and Chevrolet is creating ads with Cal Ripken Jr. The
use of so many MLB stars was "unimaginable" just after the
strike. While not all are "in accord" about the comeback of
baseball, Nike Ad Manager John Osborn says, "We hope to get
people excited not just about Ken, but about the game of baseball
again." Besides the Griffey spots, Nike may air ads later this
season featuring Hideo Nomo. Reebok will set up an Web site
during spring training for live chats with players, and Fox is
shooting promos with players from each MLB team (USA TODAY,
2/27).
