On "The Edge," CNBC's Hampton Pearson examined MLB's
"FanFest" and said, "For Major League Baseball and hundreds
of corporate sponsors, it's a double-play, tapping into
excitement over the national pastime while expanding fan and
customer loyalty to the next generation." MLB Senior VP Tim
Brosnan: "We're kid-focused right now. From a marketing
angle, that's where all of our efforts are going." Pearson
reported that "ticket revenue alone could top" $2M, with the
event "breaking attendance records" (CNBC, 7/12). FanFest
at the Hynes Convention Center has drawn an estimated
90,000, 10,000 more than expected (BOSTON HERALD, 7/13).
THE KID: Mariners CF Ken Griffey Jr. "has been a gold
mine" for Nike, as "more than" two million pairs of his
signature cross-trainer shoe have been sold. Nike will name
a building at its OR headquarters after him. Nike Business
Dir of Athlete Relations Lynn Merritt said Griffey "has
global appeal now," especially in Japan, which accounts for
about 25% of Griffey sales (SEATTLE TIMES, 7/12). In Boston,
Larry Whiteside profiles Griffey and calls him the "new
Michael Jordan of the sports marketing world." Griffey:
"Mike's a little different. He's way on high. We're still
climbing. Mike's one problem is that he went up too fast
and he didn't bring anybody up with him" (BOS. GLOBE, 7/13).
GOLLY JETER: IMG Casey Close, on marketing his client,
Yankees SS Derek Jeter: "We really try to be picky and
choosy. We've tried to partner with corporations with a
similar vision and history. We make it more of a
partnership agreement" (RECORD, 7/13). ESPN's Gary Miller
interviewed Jeter, who said of Michael Jordan asking him to
endorse the Jordan Brand: "I think every athlete would want
to be associated with someone like him -- what he represents
both on- and off-the-court" ("Up Close," ESPN, 7/12).
LIGHT ON TOP? USA TODAY's Mike Dodd reports that Merck
& Co., maker of Propecia, a prescription pill that promotes
hair growth, has inked seven MLBers "to participate in a
year-long contest to see who can grow the most hair." The
participants, who all have endorsement deals with the
company for undisclosed terms, are Indians C Sandy Alomar,
Braves P John Smoltz, Cubs 3B Gary Gaetti, Red Sox P Bret
Saberhagen, Braves SS Walt Weiss, Angles C Todd Greene and
Giants LF Stan Javier. Merck will donate $25,000 to each of
the players' "favorite charities" and an additional $25,000
to the charity of the winner of the hair-growing contest
(USA TODAY, 7/13)....During his interview on ESPN last
night, Ted Williams wore a cap and shirt promoting the FL-
based ISP, Hitter.com (THE DAILY)....Fila runs a full-page
ad in USA TODAY featuring Cubs RF Sammy Sosa and the tag,
"What else is there to say about Sammy Sosa?" (THE DAILY).
