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SBD/November 1, 2013/Marketing and Sponsorship
Red Sox World Series Merchandise Selling Quickly, Ortiz Gear A Top Seller
Published November 1, 2013
MOST VALUABLE PAPI: Baker Street Advertising Senior VP & Exec Creative Dir Bob Dorfman in his annual post-World Series marketability report notes Ortiz is "perhaps the only one from this Big Show who could carry a national campaign." His current endorsement income "is in the neighborhood of $3-4M a year, and could see a $1M yearly bump following his remarkable Series performance." Meanwhile, Uehara will "make serious marketing yen in his native Japan" (THE DAILY). Data from online retailer Fanatics showed that sales of Ortiz gear in N.Y. have "jumped a whopping 100 percent since the Red Sox won the pennant" (BOSTON HERALD, 11/1).