MLB is heading into its '97 season "embroiled in
marketing turmoil," according to Jeff Jensen of AD AGE.
Although MLB Enterprises CEO Greg Murphy says that he is
"closing deals" with three marketers worth a combined $150M,
one of the deals, with PepsiCo, "has the potential to bring
the long-simmering struggle over team vs. league marketing
rights to a boil." Murphy's negotiations have been slowed
because of PepsiCo's "concerns" about Coca-Cola's 23 MLB
team sponsorships. PepsiCo has been trying to "snatch"
available teams, and is "expected" to announce a deal with
the Orioles this month. Murphy: "We've been very direct
with Coca-Cola and given them every opportunity to come
aboard with us nationally. But I have told them that I will
personally ensure that their rights will be protected."
Visa USA is "close" to a credit card deal, with First Bank
and MBNA negotiating on MLB affinity cards (AD AGE, 3/10).
MLB NOTES: MLB has become a sponsor of the Colorado
Silver Bullets women's baseball team (Silver Bullets).
...SI's "Scorecard," on MLB umps' "get-tough" policy: "The
umpires have exacerbated on-filed tensions by becoming
increasingly confrontational" (SI, 3/17)....In Seattle,
Blaine Newnham writes on the Yankees-adidas deal and the
umpire issue under the header: "Problems Show the Need for a
Real Baseball Commissioner" (SEATTLE TIMES, 3/11).
