SBD/3/Sponsorships Advertising Marketing


          Yankees Owner George Steinbrenner is "working on" a 10-
     year, $95M sponsorship deal with adidas, according to Terry
     Lefton of BRANDWEEK.  A Yankees source tells Lefton that the
     deal calls for "signage both on the centerfield backdrop,
     behind the plate and outside Yankee Stadium."  While adidas
     would not get logos on the Yankees uniforms, "one scenario
     has them using a raised knit pattern to carry the Adidas
     trademarks, which would be visible at retail, but not on
     field or on TV."  Russell holds the exclusive rights to
     supply all MLB uniforms (BRANDWEEK, 3/3 issue).  
          CHANGE THE GAME: Stefan Fatsis writes in the WALL
     STREET JOURNAL that amid negotiations with adidas for a 10-
     year, $100M deal, execs familiar with negotiations said "an
     earlier suitor to outfit and sponsor the club re-emerged
     Friday: Fila."  Fatsis: "Fila's re-entry in the bid to
     sponsor the Yankees put Adidas on hold, and negotiations 
     continued yesterday at the club's spring-training
     headquarters in Tampa" (WALL STREET JOURNAL, 3/3).
          LEAGUE SANCTIONS?  In New York, Bill Madden writes that
     in January '96, all MLB owners signed an "agency agreement"
     which "stipulates" that MLB and its properties division
     would be the "exclusive broker for all marketing deals"
     involving "uniforms, jackets, caps and such merchandise, and
     that clubs would share equally in the proceeds."  One MLB
     owner: "The whole purpose of our agency agreement was to
     prevent a Jerry Jones situation from occurring in baseball. 
     If George has done this, he's in violation of our agreement
     and I would think subject to significant sanctions" (N.Y.
     DAILY NEWS, 3/3).  The DAILY NEWS' Ian O'Connor notes fellow
     owners "are said to be furious" (N.Y. DAILY NEWS, 3/3).  MLB
     Enterprises CEO Greg Murphy: "We're not going to comment on
     rumors at this point" (Joel Sherman, N.Y. POST, 3/1).

Return to top
Video Powered By - Castfire CMS Powered By - Sitecore

Report a Bug