MLB Sponsors Using Awards, Playoff Sweeps To Better Promotions

Of MLB's 20 official sponsors, 17 are running "baseball-themed TV spots" during the playoffs, and all 20 "are activating at various levels, with some running efforts that tie directly to the World Series," according to Barry Janoff of BRANDWEEK.  Holiday Inn, DHL, State Farm and PepsiCo -- including ads for its Aquafina and Gatorade brands -- are among MLB sponsors airing spots.  Additionally, Chevrolet is the official sponsor of the Roberto Clemente Award, which will be presented during Game Three of the World Series, and Sharp is the official presenter of the Hank Aaron Award, given to the AL and NL top offensive players, which will be presented during Game Four.  Sharp also "has activated at 3,000 retailers and via its alliance with nine MLB teams a sweeps offering a grand prize trip" to Game Four. Gillette and Taco Bell are also running World Series-themed promos (BRANDWEEK, 10/8 issue).