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SBJ/September 26 - October 2, 2005/Marketingsponsorship
Airline shows its stripes
Published September 26, 2005
Continental Airlines is taking its New York Yankees sponsorship out of the Bronx and into midtown Manhattan with a Yankee viewing party in Bryant Park on Tuesday.
A crowd of at least 5,000 and perhaps as many as two to three times that is expected.
“With the Yankees, we do a lot on TV and at the stadium, but this is a way to reach New Yorkers where they live, work and play, so we’re doing this in Manhattan,” said Wes Reese, manager of sponsorship marketing for Continental.
The event is being handled by Paragon Marketing Group, Continental’s longtime sponsorship agency of record.