Orioles Not Interested In Bautista Due To Likeability Budget-Conscious Yanks Bring Back Closer Plank, UA Excited About New MLB Deal Red Sox Make Splash With Sale Trade A's Dave Kaval Opens His Office To Fans Minnesota Teams Struggle For Attendance Giants Will Be Forced To Pay Luxury Tax Cubs' Average Price For Season Tickets Will Rise VF Corp. Mum On Majestic Sale To UA Red Sox Look To Avoid Luxury Tax
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).