SBD/October 22, 2013/Marketing and Sponsorship

MLB Corporate Sponsors Prepare Their Activation Plans For The World Series

MLB corporate sponsors are readying activation plans for the World Series, which opens tomorrow night at Fenway Park. Sponsored gate premiums include miniature American flags for Game 1, which will tie in with MLB corporate patron Bank of America’s “Express Your Thanks” cause-related efforts supporting veterans. For Game 2, fans will get a Taco Bell-branded lanyard/ticket holder. Game 3 sees MLB largesse in the form of Chevy-branded rally towels, while Game 4 sees MasterCard underwriting a silicone bracelet and rally towel behind the Stand Up To Cancer initiative. Each of the first four games ties to a separate cause-related initiative. For Game 1, it is veterans causes; for game 2, it is Habitat For Humanity; for Game 3, it’s RBI, along with the Boys & Girls Clubs program; while Game 4 is tied to Stand Up To Cancer.

GOING ON TOUR: On the ground, the T-Mobile World Series Trophy tour will make stops at the company’s retail outlets in Boston and St. Louis, along with a retired player from each team. Chevrolet is the presenting sponsor of the World Series MVP award, which includes a ‘14 Silverado High Country, along with a baseball field makeover in the winner’s hometown. Chevy also titles the ‘Strong Arm Player of the Game” award for each game on Fox and will underwrite a 20 x 30 LED board outside Busch Stadium in St. Louis, on which fans can play virtual home run derby.

CATCH A WHIFF: P&G's Head & Shoulders “Season of the Whiff” Twitter promotion continues through the World Series. The team with the most #whiff tweets at the end of the World Series will receive an additional donation for their local RBI leagues. Fox air talent will plug the program during Game 3 as part of an in-game enhancement, and Angels P and brand endorser C.J. Wilson will also stage a "takeover" of the H&S Twitter feed during Game 3. MLB sponsors employing World Series POS in the Boston and St. Louis markets include Anheuser-Busch, Frito-Lay, and Kellogg's. MLB corporate patrons buying ad time in the Fox World Series telecasts include A-B, B of A, Chevy, MasterCard, Head & Shoulders, Pepsi, Taco Bell, and T-Mobile.
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