CBS is ready to renew deal with U.S. Open Talk of warming trend in relations gets cool reception NFL, partners push Back to Football Super sales for NFL and Fox Is football the next Farmville? Paciolan, StubHub launch ticket partnership PGA Tour adds women’s, youth apparel licensees UFC gets ex-NBA exec to lead Far East push Diverse cast vies for NASCAR ride on BET show No Headline
Upcoming Conferences and Events
SBJ/August 28 - September 3, 2006/This Weeks News
Rays first in MLB to sell presenting Web sponsorship
Published August 28, 2006
|The Rays’ site gets signs of the Times.|
As part of a broad agreement that expands an existing sponsorship between the two, the Times will gain a constant presence at the devilrays.com home page and rotating ad displays in other areas of the site. The Times also will rebrand the Beach, a left field section of Tropicana Field featuring patios and tropical décor.
Industry sources pegged the deal, which carries options beyond the four-year term, at $6 million in total.
Earlier this year, MLB Advanced Media presented a sales template for Web site presenting sponsorships. The Devil Rays, under owner Stuart Sternberg, were first to take the leap.
“They’re very sophisticated marketers and true community partners,” said Mark Fernandez, Devil Rays senior vice president and chief sales officer, speaking about the Times. “Our ideologies, market profiles and goals on this one all just clicked.”
The Times becomes the club’s exclusive newspaper sponsor, effectively blocking out several elements of promotion done at the ballpark by the rival Tampa Tribune.