Mark McGwire will appear on 1.5 million Wheaties boxes
beginning next week, according to Elliott Harris of the
CHICAGO SUN-TIMES. Wheaties spokesperson Pam Becker, asked
whether Sammy Sosa will also appear on the cereal boxes:
"He's a real champion, too ... But today is Mark McGwire's
day ... We don't speculate about future packages ... All
championship performances are looked at in the realm of
possibility" (CHICAGO SUN-TIMES, 10/14). AD AGE reported
that McGwire will appear on 1.2 million boxes and a
contribution to the Buoniconti Fund to Cure Paralysis will
be made for every McGwire Wheaties box sold (AD AGE, 10/13).
MLB'S NEW DEAL: BRANDWEEK's Terry Lefton reports that
MLB, "continuing to make inroads with new sponsorship
categories," has signed a deal with John Hancock making it
the title sponsor for Fan Fest, "tentatively" scheduled to
accompany the '99 All-Star Game in Boston next July. The
package has been "on the market" for about $1.5M. John
Hancock, will get tickets and hospitality, "which it can use
as incentives for its agents." MLB is also "trying to sell
local media, retail and bank partners mid-six-figure
presenting sponsor packages" (BRANDWEEK, 10/12 issue).
