SBD/May 20, 2011/Marketing and Sponsorship
Filling Their Prescription: Mets Teaming Up With Duane Reade On Sponsorship
The Mets have signed a sponsorship deal with N.Y.-based pharmacy chain Duane Reade for the rest of the '11 season. Financial terms were not disclosed, but the partnership will carry two key elements. The first is an "Honorary Captain" program based around the club's July 1-3 Subway Series games against the Yankees at Citi Field in which fans can enter a sweepstakes at Duane Reade stores and online to be an honorary captain during one of those games. Winning honorary captains will bring out the lineup card on the field and receive four VIP-level tickets. The second is a retail discount effort in which fans will receive special price cuts at Duane Reade stores on days following games in which the Mets hit two or more home runs. A companion to that effort aimed at boosting viewership of Mets games on SNY will also operate by offering Duane Reade coupons at SNY.tv. Though Duane Reade founded in '60 and the Mets in '62, this is the first time the pair have worked together. "Duane Reade is a New York institution, and they're on virtually every corner in town, which given their activation plans, is going to be a great thing," said Mets Exec VP/Business Operations Dave Howard. "They're great marketers and great activators, and we love partners who really activate at retail."
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