SBD/Issue 181/Sponsorships, Advertising & Marketing

Bayer Builds On MLB Sponsorship With Prostate Cancer Awareness

Bayer In Second Year Of
Four-Year MLB Sponsorship
Bayer is "buffering its MLB sponsorship, which already supports the One A Day men's vitamin," amid the increased awareness of male prostate cancer, according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. While many sponsorships are being "pared in deference to the economic squeeze," Bayer has "two baseball-themed TV ads running this season and added more weight, including deals with the fledgling MLB Network and ESPN Radio's MLB broadcasts." The Strike Out Prostate Cancer Challenge, in which Bayer "donates $10 for each MLB strikeout," will continue. The program raised $328,840 last season, and Braves P Derek Lowe and Red Sox P John Smoltz have been added as spokespersons for the campaign this year. Lowe and Smoltz have "recorded radio spots and will also appear in ads later this month in Sports Illustrated." They also will do "appearances and media tours." Bayer is in the "second year of a four-year MLB sponsorship." Meanwhile, MLB players, managers, coaches, trainers, umpires and groundskeepers will wear "blue wristbands and blue ribbon uniform decals" on Father's Day to raise awareness of the fight against prostate cancer (SPORTSBUSINESS JOURNAL, 6/8 issue).

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