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SOME THINGS MONEY CAN BUY -- DEALS WITH SEVEN MLB TEAMS
Published June 30, 1998
MasterCard Int'l has launched "MasterCard's Major League Summer," the latest in a series of MLB-based promos, which offers consumers the chance to win a decade's worth of All-Star Game tickets and $50,000 in cash as the grand prize. Consumers also receive instant "Value Card" savings by using MasterCard at such stores as the Foot Locker chain, Radio Shack and Sam Goody and Musicland. To support the promo locally, MasterCard has signed seven teams to multi- year sponsorship deals -- the Braves, Orioles, Red Sox, Indians, Dodgers, Mets and Cardinals. MasterCard will serve as the preferred card of each team and will further build affinity card programs with each team's member bank (MasterCard). BRANDWEEK's Terry Lefton reports that MasterCard will break an ad for the program, featuring MLB players, later this summer (BRANDWEEK, 6/29 issue). HOWARD'S END: MLB's new VP/Licensing Howard Smith is interviewed by BRANDWEEK's Lefton. Smith said that sales of MLB licensed apparel are "up, but the game still isn't close to where it has been in the past in terms of its overall appeal. The fashion stuff is working and I expect that to continue for the rest of the season. Other than that, kids and women are big targets for us" (BRANDWEEK, 6/29). WE'VE GOT ... HOSPITALITY: In Denver, Michele Conklin examines corporate involvement around MLB's All-Star Game. Dozens of CO corporations, such as Bank One, Coors Brewing and the Rocky Mountain News are laying out "tens of thousands of dollars to bring clients and employees" to the game and surrounding events. Bank One, a national sponsor of the game and a Rockies team sponsor, will spend "about" $200,000 on its efforts. Bank One considers the price "well worth it," as its own research shows that consumers "are three times more likely to want to bank with the company if they are aware" of its relationship with the Rockies. In addition, Bank One is giving out 132 game tickets to consumers and another 60 tickets to employees "who help generate new business" (ROCKY MOUNTAIN NEWS, 6/29).