SBD/April 27, 2011/Marketing and Sponsorship

Medallion Financial Launching Sports Group To Sell Advertising

Less than six months after acquiring a major stake in Richard Petty Motorsports (RPM), Medallion Financial is launching a sports group that will sell inventory and advertising for RPM, more than 160 minor league baseball teams and more than 10,000 taxicabs. Medallion is a taxicab lending and advertising company. Medallion President Andy Murstein said the company is focused on creating an advertising conglomerate that offers marketers exposure across a variety of sports and traditional advertising mediums. Medallion Sports Media already closed a deal with ABC that put advertising for its show "No Ordinary Family" in 40 parks nationwide. It also is in conversations with a company to advertise on minor league ballpark foul polls, Murstein said. He envisions bundling baseball, NASCAR and taxi inventory together in the future. Murstein: "One client now is looking at a primary sponsorship on AJ (Allmendinger's) car for two races and doing a whole campaign around that for the month of September on taxis in that market and two minor league baseball parks in that market." Minor League Baseball does not have an exclusive sales agency, but a spokesman from the league office confirmed that it has an informal relationship with Medallion that allows the company to bring in advertisers for its 160 teams. RPM yesterday announced a one-race agreement with VF-owned Nautica for this weekend's Sprint Cup race at Richmond Int’l Raceway.
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