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SBD/Issue 20/Sponsorships, Advertising & Marketing
MLB Licensees Seek To Capitalize On Halladay's Historic No-Hitter
Published October 8, 2010
|Memorabilia Celebrating Halladay's No-Hitter
Includes Pennants, Towels And T-Shirts
MLB licensees are acting quickly to capitalize on the excitement around Phillies P Roy Halladay's no-hitter in Game 1 of the NLDS Wednesday. Using the "Doctober" thematic, various licensed goods should be available at MLB.com, Philadelphia-area Modell's, and at Citizens Bank Park in time for Friday's Game 2 in Philadelphia. Included in the assortment will be pennants, towels, and other novelty items from Wincraft; along with T-shirts and other imprintables from VF's Majestic brand. "Every licensee is on this, it's something you usually have at the end of the playoffs with a big MVP push," said MLB Senior VP/Licensing Howard Smith. "This is something that could build throughout the postseason." Halladay’s no-hitter was only the second in MLB postseason history (Terry Lefton, THE DAILY). In L.A., Kevin Baxter reported the jersey Halladay wore Wednesday is "on its way" to the Baseball HOF. MLB authenticators also "marked several other items, certifying that they were used in the historic game," including "multiple game-used baseballs, home plate, the pitching rubber, the lineup card from the Phillies dugout, all three sets of bases used in the game, buckets of dirt removed from the mound and the uniform used by plate umpire John Hirshbeck" (LATIMES.com, 10/7).
NIKE EFFECT: Nike has sponsored Halladay "for much of his professional career," and in Portland, Allan Brettman reported the company is "preparing a special glove" for him. It will be "embroidered with the date October 6, 2010." Meanwhile, as Halladay paused between pitches toward the end of Wednesday's game, the TBS camera offered a "view of the distinctive Swoosh on a finger of his black 'Diamond Elite' model" glove. Nike Baseball Product Line Manager Jeremy Hewitt said that it is "hard to quantify what sales bounce, if any, can be attributed to a star player or star performance" (OREGONLIVE.com, 10/7).
REVERSING COURSE: In Philadelphia, Paul Hagen reports Toronto Sun editors "had a 30-page sports section planned" for Thursday that was "to be dominated by the Maple Leafs" ahead of their regular-season opener against the Canadiens. The plan was to cover the Reds-Phillies game on page 23. But Halladay "remains an icon in Toronto since he had spent his entire career with the Blue Jays organization before being traded to the Phillies last offseason," and he "ended up dominating the first three pages." Hagen: "It takes a lot to knock hockey off the front of a Toronto sports section" (PHILADELPHIA DAILY NEWS, 10/8).