ESPN To Launch New Global Campaign Saturday In Support Of WBC

ESPN Saturday will launch a global promo campaign in support of the World Baseball Classic (WBC) called "National pastime. International stars." The campaign will feature Yankees SS Derek Jeter (U.S.), Yankees 3B Alex Rodriguez (Dominican Republic), Marlins 3B Jorge Cantu (Mexico) and Mariners RF Ichiro Suzuki (Japan) paying homage to their heritage in preparation of the WBC. The campaign features national cable TV spots, print ads in English and Spanish and online support (ESPN). BRANDWEEK's Kenneth Hein reported the campaign will also include "posters distributed at sports bars." Beginning February 23, Rodriguez will be featured in "commercial slots as the campaign hits the air ... wearing the Dominican Republic uniform" (BRANDWEEK.com, 2/12). MULTICHANNEL NEWS' Mike Reynolds reported the 30-second spots will "feature some Spanish and Japanese dialogue subtitled in English to emphasize the global nature of the event." An ESPN spokesperson said that the spots were filmed last month "before Rodriguez acknowledged that he had used steroids" from '01-03. ESPN would "revisit its plan ... if Rodriguez decides not to play for the Dominican Republic" in the event (MULTICHANNEL.com, 2/12).