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SBD/July 17, 2013/Marketing and Sponsorship
Players Take Back Seat To Chevy Trucks At MLB All-Star Parade
Published July 17, 2013
FRENEMIES: In Newark, Eliot Shorr-Parks noted the mascots of the Phillies and Mets -- the Phanatic and Mr. Met -- were "featured in a MasterCard commercial during the Home Run Derby on Monday night." The spot featured the "two rival mascots coming together -- and overcoming a history of pranks -- to do some good" (NJ.com, 7/16).
GETTING THE MESSAGE OUT: During Fox’ All-Star Game telecast last night, 37 commercial units belonged to MLB sponsors, including spots from Chevrolet, T-Mobile, MasterCard, Anheuser-Busch, Pepsi, Bank of America, Gatorade, Firestone, Head & Shoulders, Taco Bell and Bayer. Five MLB sponsors also had brand new advertising during All-Star Week to unveil a new product, service or initiative, including Chevy, T-Mobile, MasterCard, A-B and Pepsi (Austin Karp, Assistant Managing Editor).
CRUSHING THE COMPETITION: In Baltimore, Chris Korman noted sales of Orioles 1B Chris Davis jerseys "are, of course, soaring." Data from online retailer Fanatics.com shows that they were "up 200 percent in June compared with May." Davis merchandise "sold better than that of all but eight" MLBers. For the companies that "own rights to sell official Davis gear, business is good" (Baltimore SUN, 7/16).