SBD/April 1, 2011/Marketing and Sponsorship

Marketplace Roundup

MLB.com's Thomas Boorstein reported "for every home run hit during the regular season, Budweiser will donate $100 to Folds of Honor -- a charity that provides post-secondary educational scholarships for children and spouses of killed or disabled military personnel." Anheuser-Busch Dir of Military Sales Rodney Sickmann said that A-B "hopes to raise $2 million through the 'Here's to the Heroes' program, which will also raise money through Budweiser's Facebook page." MLB players last season combined to hit 4,613 regular-season home runs, down from 5,042 in '09 (MLB.com, 3/30). Baseball HOFer Dave Winfield said that A-B will donate another $1.5M on top of the home run contribution ("Varney & Company," Fox Business, 3/30).

LET'S GO STREAMING: AD AGE's Kunur Patel reported Volvo is "presenting free streaming" of MLB games "on Apple devices for one month." MLBAM announced that "access to MLB.TV in its iPhone, iPod Touch and iPad apps is free for all of April, thanks to the Volvo sponsorship." Android users "will get one free game per day." For the sponsorship, Volvo "has secured pre-rolls ads during the live stream and banners between innings." Patel noted this "isn't the first time the MLB at Bat apps will feature ads" (ADAGE.com, 3/31).

SOMETHING TO TALK ABOUT: BLOODHORSE's Tom LaMarra wrote the "benefit of a clever ad campaign" like the Maryland Jockey Club's Kegasus character, promoting the Preakness Stakes, is it "gets people thinking and talking." Maryland thoroughbred racing "isn't having an easy time of it right now, and any relief, even that of the comic variety, is much appreciated." The MJC promoted last year's Preakness with the "Get Your Preak On" campaign, and LaMarra wrote, "It seems the MJC with its 2010 and 2011 marketing campaigns is trying to do what any good business would do: generate noise and traffic to ultimately increase revenue -- and hopefully a little more interest in horse racing" (BLOODHORSE.com, 3/31).

BACK IN STYLE: CNN.com's Doron Levin noted this year "marks a return to prominence" in golf for Cadillac, which "hasn't thrown in the towel" on the sport despite relinquishing The Masters in '07 after 40 years of sponsorship. Now a major sponsor of the PGA Tour, Cadillac "tries to highlight individual achievements." Cadillac VP/Marketing Don Butler said, "That's why golf is good for Cadillac. It's about individual excellence. We're also sponsoring tennis and skiing on a regional basis." Butler said the opportunity to sponsor the WGC-Cadillac Championship at Doral is a "way to let customers experience our products." Cadillac models "were on display around the course" at the tournament (CNNMONEY.com, 3/30).
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