KY-based Lexmark has signed on as a World Series
corporate sponsor and will use the sponsorship to "help
launch a line of digital printers," according to Terry
Lefton of BRANDWEEK. Lexmark receives the rights to call
its product the "official printer" of the '99 World Series
and will support the effort with "baseball-themed business
sales events, some at" September and October MLB games in
16 markets "using MLB personalities." The company will also
leverage via a "six-unit buy" on NBC's World Series
telecasts and through ad buys in Sports Illustrated. CT-
based Millsport is "working in partnership with TLP-East
managing the sponsorship" (BRANDWEEK, 8/9 issue).
SPONSOR FEARS? BRIDGE NEWS' Jennifer Allen wrote that
with the threat of labor problems when MLB's current CBA
expires after the 2001 season, sponsors "looking 1 to 2
years in the future already may be hesitating to commit
fully to MLB, and some may be moving dollars elsewhere."
Sponsors are "said to be seeking shorter commitments and ...
asking for very clear and strong language protecting them"
from a work stoppage. But sponsors are "reluctant to speak
of any concerns." Pepsi PR Manager Dave DeCecco: "Any time
you're involved in sports, there is a chance for a work
stoppage. That's not an issue for us at all." MLB, which
receives about $80-85M a year in sponsorship revenue,
compared to the "$100-million-plus levels" of the NBA and
NFL, "doesn't acknowledge any sponsorship hitches." MLB Dir
of PR Richard Levin: "Right now, everything is going along
fine, and we will see what happens." Sports business
analysts say NASCAR is the "most likely recipient of any
money shift from" MLB (BRIDGE NEWS, 8/7).
