As part of its new partnership with the MLBPA, Fuji
Photo Film will run a promo where consumers can redeem
proofs-of-purchase for authentic baseballs autographed by
one of eight MLB players and then be automatically entered
into a sweepstakes for one of five Sammy Sosa-autographed
baseballs. Players involved in the autograph promo are:
Rockies 3B Vinny Castilla, A's RF Ben Grieve, Braves CF
Andruw Jones, Reds SS Barry Larkin, Yankees RF Paul O'Neill,
Phillies 3B Scott Rolen, Angels 1B Mo Vaughn and Cubs P
Kerry Wood. The promo begins this May and consumers can
redeem proofs-of-purchase until February 2000, or while
supplies last. The sweepstakes drawing will be held in
March 2000. Fujifilm will support the promo with POP
displays, materials featuring Sosa and will host Fujifilm
Photo Fan Days in selected cities during the '99 season
(Fujifilm). USA TODAY's Michael Hiestand reported that
MLBPA Licensing GM Richard White said that the union "will
get more than" $1M from the deal and it "expects to begin
the season with 10 national sponsors" (USA TODAY, 2/17).
SOSA CHARMING: In Chicago, Fred Mitchell reported that
with his Nike deal expired, Sosa "is exploring offers from
other shoe companies," including adidas. Fox-TV "recently
contacted" Sosa's marketing agency IMS, "to discuss the
creation of a cartoon based on his likeness." IMS President
Mark Leonard: "Part of Sammy's charm for advertisers is his
English isn't exactly perfect. Sammy really wants to do
commercials. ... That allows his personality to come
through" (Fred Mitchell, CHICAGO TRIBUNE, 2/17).
