SBD/July 6, 2011/Marketing and Sponsorship

Jeter's Reps Trying To Prevent Ambush Marketing Around 3,000th Hit

Bodog looks to capitalize on Jeter's landmark hit with cash giveaway
Yankees SS Derek Jeter enters today's game against the Indians just four hits shy of the 3,000 mark, and his management team “has been reaching out to companies not aligned with Jeter to pressure them not to run any advertising attached to the event,” according to Paul Tharp of the N.Y. POST. Jeter’s team is calling “anything more than the blandest of congratulatory print or TV ads an attempt at ‘guerrilla marketing.’” Excel Sports Marketing's Casey Close, who reps Jeter, said, “If we have to protect, or if we have to make phone calls, or if we have to send letters, or if we have to do whatever is necessary, we will.” Close said that he and his marketing team would "'do what is necessary' to protect Jeter's name from being hijacked by companies attempting to portray themselves as sponsors over the 3,000th hit.” Tharp noted Close’s calls to companies come “while he and his team are rushing to piece together marketing campaigns with established Jeter sponsors.” Those sponsors are getting “a mix of special events on the ball field, personal Jeter appearances and other media showcases,” primarily for Gatorade, Jordan Brand, Gillette, Tri-state Ford dealers, Steiner Sports and Movado (N.Y. POST, 7/5). Meanwhile, CNBC's Darren Rovell noted MLB has a special baseball that “will be put into circulation onto the field" after Jeter reaches the 2,999 mark. Rovell: “The reason they want this is baseball cares about what fan winds up with the ball if he hits a home run” (“Street Signs,” CNBC, 7/5).

EVERY LITTLE STEP I TAKE: MLB Productions and HBO are teaming up for a new documentary chronicling Jeter’s quest for his 3,000th hit. The one-hour special, titled “Derek Jeter 3K,” will take viewers behind the scenes as Jeter attempts to reach the milestone. The special will include interviews with Jeter’s family and friends as well as Yankee execs, and is set to debut on HBO a few weeks after the milestone is reached (THE DAILY). The net indicated that Jeter "agreed to let camera crews follow him at home and while he was rehabilitating a recent calf injury." Yankees co-Chair & Managing General Partner Hal Steinbrenner and actress Minka Kelly, Jeter's girlfriend, were among those interviewed for the special (AP, 7/5).

PAGING MR. BLACKWELL: In Trenton, John Nalbone wrote Yankees GM Brian Cashman “no doubt appreciates the professional manner and care” the Double-A Eastern League Trenton Thunder put into Jeter’s two-game rehab assignment, with the “possible exception of those gaudy, albeit patriotic, July 4-themed uniforms.” Cashman and Jeter both “poked fun at their Double-A affiliate for the flag-draped, stars and stripes ensemble.” Cashman: “We had a tough loss against the Mets (Sunday), so I was like ‘Derek I’m going to take a picture of you in this uniform here and I’m going to lift our guys’ spirits (in New York). … I’m also going to send the message: try to do everything you can to not get injured so you don’t wind up in a minor league rehab assignment wearing a uniform looking like this” (TRENTON TIMES, 7/5).
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