Mets Unlikely To Make Another Splash In Free Agency Attorneys Seek Interim Trustee For CSN Houston Minding My Business With Lon Rosen Marvin Miller Again Falls Short of HOF Vote MLB Attorneys: Selig Previously Denied A's Move Mariners GM Zduriencik Fires BacK Mariners Hope Cano Draws Fans, Other FAs O's Raising Season-Ticket Prices Hershiser Leaving ESPN For Dodgers RSN Wrigley Could Be Allowed To Push Back Wall
SBD/14/Sponsorships Advertising Marketing
MLB ADDS WAL-MART TO ITS ALL-STAR FAN BALLOTING PROGRAM
Published April 14, 1998
MLB has expanded its All-Star Game fan balloting program while adding a retail partner "on every marketer's hit list: Wal-Mart," according to Terry Lefton of BRANDWEEK. Also included in the program are Pizza Hut and CompUSA. MLB will distribute a record 70 million ballots (up from 60 million last year) between May 2 and June 21. Wal-Mart will distribute 20 million at 2,200 of its locations; CompUSA will handle 30 million inside MLB parks and 2 million in its 156 stores; and Pepsi will distribute 18 million at Pizza Hut's 4,500 units. Lefton reports that Wal-Mart, "which sells around 10% of MLB's domestic licensed merchandise, will buttress its balloting with front-of-store displays for licensed apparel, trading cards, videogames and Pepsi products." MLB VP/Corporate Sponsorships Tom Worcester: "Everyone wants Wal-Mart. But, in the first year, anything is a test and operational details are important to anyone with that many locations" (BRANDWEEK, 4/13 issue). VIDEO: BRANDWEEK's T.L. Stanley reports that Polygram plans a $5M "overhaul" of marketing, packaging and promos for the MLB video line after acquiring it earlier this year. The relaunch will begin in May with two new releases, "and will develop new music-driven titles" targeting younger demos (T.L. Stanley, BRANDWEEK, 4/13 issue).