SBJ/October 3 - 9, 2005/Marketingsponsorship

MLB fills out lineup for postseason promos

MLB’s postseason sponsorship activation begins with pep rallies in postseason markets this week and concludes with the annually sponsored World Series awards and giveaways.

MLB is also continuing its “8 Teams — 1 Champion” advertising theme for the postseason. The “I Live For This” ad campaign has also been expanded, with crews scouring MLB ballparks recently to find fans frenetic enough to be included in their own “I Live For This” spot.

Crews combed major league ballparks looking for fans enthusiastic enough to earn a part in an “I Live For This” spot.
There is little in the way of sponsored off-the-field promotions from MLB corporate patrons during the postseason, but sponsor support will be evident during the first four games of the World Series, which is scheduled to open Oct. 22 in the city of the American League Championship Series winner.

XM Satellite Radio leads off the in-park freebies with a pin giveaway for all fans at Game 1, which will include a discount offer. XM will have an on-site sales presence at all postseason games.

Meanwhile, fellow MLB sponsor Bank of America underwrites a ticket holder/lanyard for Game 2. Taco Bell will give away the same item, but one with its own branding, at Game 3.

The Roberto Clemente Award presented by John Hancock will be awarded before Game 3. Taco Bell is expected to do an on-site promo during that game. Last year, it offered a free taco to all customers if a player during Game 3 hit a Taco Bell-branded sign.

First-year MLB sponsor Chevrolet concludes its Latino MLB Legends program with a custom-publishing piece for all fans at Game 4. Chevy will also award the World Series MVP vehicle after the final game.

MLB corporate sponsors Viagra, Pepsi and Taco Bell get ceremonial first pitches before separate Series games. Century 21 sponsors the Hank Aaron Award, which will be awarded before Game 4.

Wheaties will activate with a World Series Champions box after the postseason. MLB will stage presentations of the Pfizer/Viagra-sponsored Comeback Player of the Year Award during the Divisional Series, while DHL’s “Delivery Man of the Year” will be awarded during the League Championship Series.

MLB corporate sponsors will account for much of Fox’s postseason commercial inventory, which was more than 90 percent sold as of late last week. Returning sponsors include Ameriquest, Anheuser-Busch, Bank of America, DHL, Gatorade, General Motors/Chevrolet, Gillette, John Hancock, MasterCard, Pepsi, Pfizer/Viagra, Taco Bell and XM. Returning advertisers who are not MLB partners include Citibank, Midas, Nissan, RadioShack, Sharp, State Farm Insurance and Universal Pictures. New advertisers, and non-MLB patrons, include Lunesta (a prescription sleep aid), Sprint, Ameriprise, Charles Schwab, Dell, ExxonMobil, E-Trade and Monster.

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