MLB's All-Star Game this week in Atlanta is "expected
to have an economic impact" of $50M on the city, compared to
the $150-200M impact January's Super Bowl had, according to
Maria Saporta of the ATLANTA CONSTITUTION. Sheraton Atlanta
GM Mike Deighton, comparing the two events: "With the All-
Star Game, you see a different kind of client. The Super
Bowl is a lot of large corporate events. The football game
becomes almost secondary. The All-Star Game is more of an
appreciation event. And it's a lot more individual. It
does not have as many private events as the Super Bowl."
Meanwhile, Saporta noted that the presence of MLB sponsor
Pepsi is "one aspect" of the All-Star Game that "does not
have a hometown feel," as Coca-Cola is based in Atlanta.
Atlanta Sports Council President Gary Stokan said Coca-Cola
is "not going to ambush Pepsi." Saporta noted that Coca-
Cola has pouring rights at Turner Field, but PepsiCo is the
FanFest's soft drink sponsor (ATLANTA CONSTITUTION, 7/9).
MLB Manager of PR Pat Courtney said that "of the 45,000
tickets sold to the game, more than 30,000 were to local
fans." The remaining 15,000 were "held back" for MLB and
its "vast array of suppliers and partners," including
advertisers and NBC (ATLANTA CONSTITUTION, 7/9).
WILL HURT PLAYERS IMPACT RATINGS? The WALL STREET
JOURNAL's Nathan Hegedus reports that MLB, "in the midst of
heated negotiations" with its broadcast partners, NBC and
Fox, "needs big ratings" for tomorrow night's game on NBC
"to demonstrate that the national pastime should still
command top dollar." While NBC and Fox pay a "combined"
$210M annually under the five-year deal with MLB ending this
season, the league is now "seeking as much as triple the
current rate." But "so far, the networks are balking."
Sponsor interest for the All-Star Game "remains high," as
NBC Sports VP/Communications Kevin Sullivan said the game's
ad spots "will be sold out." Hegedus reports that it is
"expected" that one 30-second spot will cost between
$275,000-325,00, and cites one source as saying that an
average spot will "probably cost slightly more" than those
during last year's game. Coors Brewing and MLB sponsor
Claritin have bought ad time, but Pepsi, Blockbuster and
HotJobs.com, all of which had ads last year, have "passed"
on tomorrow night's game (WALL STREET JOURNAL, 7/10). In
Atlanta, Thomas Stinson writes that the marquee of the All-
Star Game "was substantially damaged" yesterday when "four
more players" -- Greg Maddux, Ken Griffey Jr., Cal Ripken
Jr. and Barry Bonds -- withdrew from participating due to
injury, joining Mark McGwire, Alex Rodriguez, Pedro Martinez
and Manny Ramirez, all of whom previously pulled out. MLB
Commissioner Bud Selig: "I'm sorry for the injuries, but I
understand their careers and the pennant races come first"
(ATLANTA CONSTITUTION, 7/10). CBS SportsLine's Scott Miller
writes Tuesday's game is "starting to get perilously close
to a Royals-Brewers game" (CBS Sportsline, 7/10).
EVERYTHING'S PEACHY: MLB Dir of Event Marketing Mark
Sage said he "expect[s] to draw around 80,000 fans" over the
five days of MLB's All-Star FanFest. USA TODAY's Jeff
Zillgitt reports that FanFest, which is in its 10th year, is
"expecting its millionth visitor today," who will win four
tickets to this year's game, as well as merchandise, a
lifetime FanFest pass and a trip for two to next year's game
in Seattle (USA TODAY, 7/10).....In Buffalo, Sharon Linstedt
reported that NY-based New Era Cap Co. is manufacturing new
limited edition All-Star 2000 baseball caps, representing
each of the 60 players named to the AL and NL teams. The
caps are the "exact models" of those to be worn by the
players. New Era President Christopher Koch said that the
effort "marks the first time" the company has "created caps
for the entire" All-Star Game line-up. In addition, Koch
added that it's the first time the caps are being sold
outside of the game venue (BUFFALO NEWS, 7/8).
