SBD/July 18, 2014/Marketing and Sponsorship

Steiner Sports Ramping Up Marketing, Promotions For Derek Jeter's Farewell Tour

Steiner offers several items commemorating Jeter's final All-Star Game
The end of Yankees SS Derek Jeter's playing career is presenting an "irresistible opportunity" for Steiner Sports Founder & CEO Brandon Steiner and other entities "with marketing stakes in No. 2's farewell tour," according to Neil Best of NEWSDAY. Steiner and his company, who have had a relationship with Jeter since his rookie season in '96, are "geared up" for the last few months of Jeter's career. Steinber said that because of Jeter's image, it is "important to choose products carefully." He said, "I take the responsibility extremely seriously ... I really try to check over the quality and make sure things are done in a first-class, tasteful manner." Dirt "often figures in Steiner's product line," and Jeter's retirement is "no exception." Steiner said, "We'll create a whole bunch of dirt promotions." Best reports Steiner later this month plans to "offer a free capsule of infield dirt from Jeter's last season simply for registering on Steiner Sports' website." A framed collage from Tuesday's All-Star Game that "includes dirt from Target Field already is available on the site for $69.99." Steiner also worked with former Yankees P Mariano Rivera during his final season in '13 and said it was not until after the All-Star Game at Citi Field that his marketing profile "really started to take off, whereas Derek was already at that level" (NEWSDAY, 7/18).

VERY WELL DONE: MLB Exec VP/Baseball Operations Joe Torre appeared briefly in the new Jordan Brand "RE2PECT" ad centered around Jeter, and Torre said, "I thought it was great. I thought it was very, very respectful. I thought it was done with a lot of class. In this age where we glorify bad things, it's nice to see something that will make you smile and you can let the kids watch" (N.Y. DAILY NEWS, 7/18).
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