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SBD/July 6, 2011/Marketing and Sponsorship
Jeter's Reps Trying To Prevent Ambush Marketing Around 3,000th Hit
Published July 6, 2011
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).