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Holiday Inn Will Become Official Road Trip
Partner Of MLB This Season |
MLB yesterday said that it has "extended sponsorship deals with four major corporate partners and signed three new agreements in Japan despite the global financial downturn," according to Ben Klayman of REUTERS. The four multi-year deals, "collectively worth 'multiples of tens of millions' of dollars, include extensions" with Procter & Gamble's Gillette brand and Intercontinental Hotels, as well as PepsiCo in Latin America and financial services company E.Sun Financial Holding Co Ltd in Taiwan. Gillette also "expanded baseball-themed marketing into Puerto Rico" and will "continue to sponsor the rookie of the month awards" in both the National and American leagues. Gillette Communications Dir Mike Norton said that the brand's marketing spend "will be flat this year compared with 2008," but baseball "remains a key property to reach the company's target market." The deal with Gillette extends the relationship between MLB and the brand into its ninth decade. Klayman reported as part of Intercontinental's new three-year deal, the company's Holiday Inn "will become the official 'road trip' partner for baseball, including awards of free game tickets to hotel guests." MLB also signed new deals in Japan with Lawson Inc., the country's "second-largest convenience store chain," retailer Lotte Group for its Soh ice cream brand and Kowa Co Ltd, "which makes pharmaceuticals including analgesic patches." MLB "does not disclose sponsorship revenue," but MLB Exec VP/Business Tim Brosnan said that int'l business is "growing and it is too early to draw conclusions about sponsorships given that the baseball season lasts six months." Brosnan said that "more deals will be signed this year" (
REUTERS, 4/14).
