SBD/30/Sponsorships Advertising Marketing

SOME THINGS MONEY CAN BUY -- DEALS WITH SEVEN MLB TEAMS

          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).

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