Demos key to Microsoft’s MLS deal C9 by Champion signs Ganassi deal MiLB merchandise sales near record level Gambling logos scarce on ATP players Zaxby’s aims for college title Track’s regional push lands 7 sponsors Sherwin-Williams signs NASCAR deal CMS takes singer search to social Fishbait, GMR upfront with college info MLS makes Topps its official card
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SBJ/October 10-16, 2011/Marketing and Sponsorship
Sponsors roll out for MLB series
Published October 10, 2011, Page 4
|Taco Bell, which featured Mariano Rivera and Joe Girardi last year, now brings in Brian Wilson as a closer.|
MasterCard was filming an ad last week including retired MLB stars Andy Pettitte, Mitch Williams, John Kruk, Ron Darling and Reggie Sanders in support of the Stand Up to Cancer “Eat, Drink and Be Generous” initiative it launched around the MLB All-Star Game in July. The ad will thank fans for raising $4 million through use of their MasterCards at restaurants.
Lou Koskovolis, MLB senior vice president of corporate sales and marketing, was ebullient last week, with three decisive fifth games of division series on tap.
“With the excitement from the last night of the season and the various playoff scenarios, there’s solid momentum for us going into our sales season,” he said.
Helping MasterCard support Stand Up to Cancer (from left): Kruk, Williams, Sanders, Darling.
“We had these kinds of rights before, but under our new deal, it is more MLB’s responsibility, so we are at a level more like a Gatorade,” said Brad Brown, A-B’s senior director of sports marketing. “It gets us in to a place that is really a fabric of the game and any marketer wants to be there.”