Starwood Hotels & Resorts is "close to taking the wraps off a multiyear, leaguewide sponsorship pact" with MLB, according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. Looking to "take advantage of the buzz generated by MLB postseason play, an announcement is slated for next week." Sources said that Starwood was "looking at media buys for the MLB postseason." As is the case with every hotel sponsorship deal, "directing room nights for the business MLB can guarantee to Starwood from its 'jewel events' like the All-Star Game and World Series was a critical part of the deal." Also important "was leveraging MLB experiences, tickets and merchandise against Starwood’s Preferred Guest frequency/loyalty program." Sheraton will receive the "bulk of the marketing activity planned in support of the new deal." Sources said that Starwood VP/Global Partnerships Dana Rosenberg "directed the negotiations with MLB, along with IMG Consulting, which handles Starwood out of its Chicago office." MLB’s last hotel sponsorship was with InterContinental Hotels Group and its Holiday Inn brand from '06-11 (SPORTSBUSINESS JOURNAL, 10/12 issue).
