Johnson & Johnson has signed deal with MLB, giving it
on-site marketing rights for its Pepcid AC brand at the
World Series, according to Terry Lefton of BRANDWEEK.
Sources put the deal "in the low six figures," with on-site
sampling and couponing "likely" at the two game venues. In
other World Series marketing news, Lefton reports that
Gillette will get its "$2 Million Pitch" televised live on
Fox before Game Four, and has assigned title of the event to
its new Mach3 shaving system (For more on Gillette, see
#24); MasterCard will "probably break another 'priceless'
spot during postseason coverage"; Bubble Yum will sponsor a
bubble-blowing contest at Game Two, and have Bubble Yum-
branded buckets in the dugouts; Gatorade will have branded
cups, coolers and towels in all dugouts (BRANDWEEK, 9/28).
MLB'S HITS: USA TODAY's Kerry Hannon examined the
marketing potential of MLB players under the header
"Baseball Players Score With Home Run Hoopla." Steiner
Sports' Brandon Steiner said the NBA lockout "could free up
some extra money" for MLB endorsements. Burns Sports
President Bob Williams: "Baseball is in the best shape it's
been in in years, but the key will be keeping the momentum
and excitement going" (USA TODAY, 9/29)...MLBP VP/Licensing
Howard Smith said that the "25 or so" licensees selling
Sammy Sosa and Mark McGwire HR race merchandise "have
already accounted for an incremental" $10M in retail sales
(BRANDWEEK, 9/28 issue)....MasterCard took out a half-page
ad in USA Today saluting McGwire (USA TODAY, 9/29).