MCI has re-upped its MLB sponsorship for an additional
year and "is expected to use MLB as a platform to
demonstrate video conferencing and other technologies,"
according to Terry Lefton of BRANDWEEK. While MLB "was not
able to extract any guarantees of baseball-themed ads," they
did receive a commitment for some "broadly defined increased
promotional spending" (BRANDWEEK, 2/9 issue).
LOSING ITS STARS: BRANDWEEK's Lefton adds that Pro
Player is "toning down the use of athletes in their
marketing." A new ad campaign set for March employs the
tag, "You have a life, look good in it," which Lefton
reports is "likely to evolve" into, "Pro Player, look good
in it"....Mitre has extended its deal as the official MLS
ball through 2001, and will put the MLS mark on all its
soccer balls, not just the official game ball. Mitre will
also support additional POP and participate in the league's
youth programs....Greg Norman Collection debuts a new ad
campaign in March, from NY-based Hill, Holliday/
Altschiller, with the tag: "Attack Life" (BRANDWEEK, 2/9).
