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SBD/September 10, 2013/Marketing and Sponsorship
Published September 10, 2013
BALANCING ACT: In Boston, Donna Goodison noted New Balance is "looking to expand its presence by taking a swing at younger players and professional leagues in Japan and South Korea." The brand "now has 450 MLB players wearing its cleats, with 260 under formal contracts." New Balance's "global attack will focus on Japanese and Korean MLB players" -- it signed Dodgers P Hyun-Jin Ryu this spring. New Balance GM of Sports Marketing Mark Cavanaugh said that the brand "opted to break into professional baseball because of its low cost of entry compared to other pro sports" (BOSTON HERALD, 9/8).
LAST RACE BEFORE THE CHASE: In Richmond, Billy Fellin noted Federated Auto Parts and Richmond Int'l Raceway on Saturday agreed to the "extension of a contract" that will see the company continue to title sponsor the September NASCAR Sprint Cup Series race at RIR. The Virginia-based company started sponsoring the race last season. The deal "extended the sponsorship and the title of Official Auto Parts Supplier for RIR for an undisclosed number of years" (RICHMOND TIMES-DISPATCH, 9/8).