SBD/October 18, 2011/Marketing and Sponsorship

Stores Adjust Hours To Keep Up With Demand For World Series Gear

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Many St. Louis-area stores opened early yesterday morning "to accommodate fans on the hunt for World Series gear," according to Kavita Kumar of the ST. LOUIS POST-DISPATCH. Majestic Athletic President Jim Pisani, whose company is the official on-field uniform provider for MLB, said, “Right now, the St. Louis market is really on fire.” Majestic Athletic set up a “temporary supply chain in St. Louis and contracted with about five area printers.” The Cardinals' store at Busch Stadium “more than doubled its normal staff on Monday -- and plans to keep it that way throughout the week.” It did not “have a huge selection of World Series-related merchandise in stock yet on Monday -- mostly some shirts, hats and pennants.” At one point, the store had “sold out of the short-sleeved NL Championship T-shirts that the Cardinals wore in the locker room after the big victory.” Cardinal Glennon Children’s Foundation, “which has already raised more than $210,000 for a playground through its initial Rally Squirrel T-shirt, is planning to distribute its newest ‘Squirreled Serious’ shirt to stores by about noon today” (ST. LOUIS POST-DISPATCH, 10/18). In St. Louis, Kristen Gosling noted due to the “incredible hype around the furry friend and the generous support of thousands of people in St. Louis, more than two-thirds of the costs for the new playground above the Bob Costas Cancer Center has been raised.” The project “will cost $300,000” (KSDK.com, 10/17).

Taco Bell sponsoring towels and ticket lanyards
to be given out during World Series
WHERE'S TOWELIE? MLB and its top corporate sponsors have finalized gate premiums for the World Series, which opens tomorrow night at Busch Stadium. Count on seeing a surfeit of rally towels. Game One sees Taco Bell putting its brand name on towels and ticket lanyards, fashioned after a sauce packet found in their restaurants. During Game Two, Chevy is sponsoring towels and a souvenir pin. When the scene switches to Rangers Ballpark Saturday, State Farm will have its name on branded rally towels and pins, while Anheuser-Busch is sponsoring Stand Up to Cancer placards to be used as part of a nationally televised TV stunt on Fox during Game Four, while rally towels will also be handed out. Bensussen Deutsch & Associates, Woodinville, Wash., is MLB's "Preferred Premium Supplier" (Terry Lefton, THE DAILY).

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