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SBD/March 26, 2014/Marketing and Sponsorship
Let's Keep It Clean: Church & Dwight Signs Three-Year Deal As MLB Corporate Sponsor
Published March 26, 2014
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RIGHT UP THEIR ALLEY: GroupM's Maxus ESP negotiated the rights deals for C&D, while MLB Exec VP/Business Tim Brosnan and VP/National Sales Chris Marciani were key figures for MLB in selling its first sponsorship since recently signing Target (a large retailer of C&D products) to a deal which included All-Star Game rights. "This is the kind of partnership we look for," Brosnan said. "It is important for us to be at retail with partners like this and remind people of baseball's presence by coupling our brands." While core MLB fans are not necessarily C&D's biggest consumers, what is easily the company's sports-marketing expenditure is designed to generate incremental display and sales at the company's biggest retailers. Since late '12, C&D has entitled the home of the Double-A Eastern League Trenton Thunder, Arm & Hammer Park.