SBD/June 27, 2011/Marketing and Sponsorship

Chevrolet Among Companies Renewing Sponsorship Deals With MLB

Chevy will continue to sponsor the Red Carpet Show around the All-Star Game
Chevrolet, an MLB corporate sponsor since '05,­­­ "has renewed its deal with the league, at least partially a payback for MLB granting it some degree of financial relief during the worst days of the recession," according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. Chevy "will continue as a sponsor of Sunday’s All-Star Game Selection Show on TBS, which is presented by Taco Bell." The automaker also is "presenting sponsor of the MLB Network Red Carpet Show." Pepsi, an MLB sponsor since '97, "has also renewed for multiple years and expects to launch its Field of Dreams balloting program at the All-Star Game, an effort tied to its Pepsi Max zero-calorie cola." Bayer, which has supported its One-A-Day Men’s Health Formula brand with MLB ties since '08, "has extended its MLB rights a year early, while also adding the pain-relief category in support of the recent launch of Bayer Advanced Aspirin." Bayer is "close to finalizing a platform that would tie its product to pitching speed." Some "scattered behind-the-plate signage has already cropped up supporting the tie." A "cause-related connection from Bayer is also in the works" (SPORTSBUSINESS JOURNAL, 6/27 issue).
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