Cubs RF Sammy Sosa has signed a three-year deal as an
official spokesperson for Miami-based Telemundo TV. He will
be featured in on-air endorsements, make personal
appearances and periodically host and guest star on
Telemundo programs. Currently, Telemundo broadcasts in 63
markets, and the network plans to add 400,000 cable boxes in
Hispanic homes over the next two years (Telemundo).
MLB'S RETAIL FOCUS: CNBC's "On The Edge" with Mike
Hegedis examined MLB merchandise sales. The SportsBusiness
Journal's Andy Bernstein called MLB the "only pro sports
league that is on the way up with licensed product sales
right now and they've been on the way up for several years."
Pro Player Promotions Dir Neil Hernberg: "We grew thirty-
five percent last year with [MLB]" ("The Edge," 4/28).
AN ALL-STAR DATE AT FENWAY? PRICELESS: BRANDWEEK's
Terry Lefton reports that MasterCard is "building its most
ambitious" MLB program yet around a "Team of the Century" to
be selected by fans. The promo will begin "around" the All-
Star Game in Boston and "conclude with ceremonies in and
around" the World Series. MasterCard has promotional rights
for both events under its MLB partnership. Ballots, which
will feature 14 active players among the 100 included, will
be available at a "yet-undetermined" retailer. MasterCard
will support the promo with "heavy media, including one or
more executions" of its "Priceless" campaign. MLB will own
the "Team of the Century" property and "is considering
various licensing extensions" (BRANDWEEK, 4/26 issue).
YAZ MAN: Carl Yastrzemski will be the '99 John Hancock
All-Star FanFest Celebrity Spokesperson (All-Star FanFest).
