MLBP and "several marketers" are "showing no reluctance
to capitalize on the buzz surrounding" the HR chase,
according to Jeff Jensen of AD AGE. MLBP is "rushing into
production" two new spots featuring its "What A Game" tag,
which will air during the World Series. MLB has an
"undisclosed agency" helping on the spots, as it is "parting
ways" with Lowe & Partners/SMS, NY, and "has begun a search
for a shop to handle its estimated" $10-15M account. MLBP
VP/Sponsorship Sales & Marketing Tom Worcester: "Baseball is
really coming back. The marginal fans are back. Corporate
America is coming back." Worcester said that a new All-Star
Game Fanfest title sponsor will be named soon, and "a number
of sponsors" are renewing their deals, "with greater
commitment to national marketing support." A-B is
"believed" to have renewed its MLB deal (AD AGE, 9/14).
NIKE ON BOARD: AD AGE's Jensen reports that Nike will
join Pepsi, MasterCard and A-B in creating HR-based spots.
Nike's idea, "which at press time existed in script form
only," focuses on the chase and "would rely on MLB footage
and require approval from the league" (AD AGE, 9/14 issue).
