SBD/June 24, 2011/Marketing and Sponsorship

Red Sox' Adrian Gonzalez Partners With Eastern Bank For Charitable Program

Eastern Bank, Gonzalez will each donate $500 for every HR he hits
Boston-based Eastern Bank is "set to launch an in-branch advertising campaign next week to highlight its charitable giving" with Red Sox 1B Adrian Gonzalez, according to Thomas Grillo of the BOSTON HERALD. Gonzalez' deal with the bank, signed in March, includes a clause that for every home run he hits this year, he and the bank "will each donate $500 to Habitat for Humanity affiliates serving eastern Massachusetts." Gonzalez currently leads the AL in batting average and RBI, and Eastern Bank Assistant VP/Corporate Communications Andrew Ravens said, "He's arguably the best player in baseball, and we couldn't be more excited." Ketchum Sports & Entertainment VP Shawn McBride said that brands "have to be very measured in their partnerships with athletes." McBride: "In the past, the biggest concern -- especially for performance-based programs like Gonzalez -- was if the athlete would stay healthy and compete at a high level. Now, companies have to do exhaustive due diligence" (BOSTON HERALD, 6/24).
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