PRICELESS EXPOSURE? MasterCard received 4:34 of
exposure (defined as 90% of name or logo being legible on-
screen) from the start of the All-Century Team ceremony
until the end of the first inning of Sunday's Yankees-Braves
Game Two. Exposure came via podium signage, as well as
signage on the big-screen TV used for the ceremony, and on-
screen logo placement (SRI). MasterCard ran one 30-second
spot during Sunday's World Series pregame show on NBC, while
show sponsor E-Trade ran two spots. MasterCard runs a half-
page ad in USA TODAY congratulating the five grand prize
winners of its MLB All-Century Team sweeps. The winners are
pictured with Hank Aaron and Willie Mays (THE DAILY).
NOTES: adidas has reached a 10-year sponsorship deal
with the Boston Marathon that will include up to $100,000 a
year for local youth running programs. The "total value" of
the deal was not disclosed, but a Boston Athletic
Association source said that the amount is "unprecedented
for a running event" (AP, 10/26)....Larry Bird is featured
in a new Prodigy Internet ad campaign from N.Y.-based
TBWA/Chiat/Day. Other "possible stars" for the campaign
include Steffi Graf (ADWEEK, 10/25 issue)....Bob Brubaker,
the Spam-endorsing triathlete (see THE DAILY, 9/17),
finished 1,024 out of 1,500 competitors and 68th out of 102
in his age group at the Ironman Triathlon World Championship
in HI (AKRON BEACON JOURNAL, 10/26).
