Yankee Stadium To Drive '08 All-Star Game To Highest Gross
This summer's MLB All-Star Game on July 15 will be the "highest grossing" in the history of the event, "thanks to the fact that the game will be played" at Yankee Stadium during the facility's final season, according to Lefton, Ourand & Fisher of SPORTSBUSINESS JOURNAL. The heavy hype for the game is "driving virtually all of baseball's businesses to record-high revenue for the game in ad sales, merchandise, licensing and ticket sales." Fox' ad sales inventory for the game is 85% sold and "pacing 25[%] ahead" of last year's game, played at AT&T Park. The highest price point for 30-second spots has hit $550,000, and "some of the remaining inventory could bring in as much as $600,000." MLB Exec VP/Business Tim Brosnan: "We try not to discuss economics, but we're attempting to execute the grandest All-Star Week ever, in keeping with the stature of Yankee Stadium." The festivities will be "drawn out over a six-week schedule that will include a free concert put on by MLB featuring Bon Jovi in Central Park" on July 12. MLB still is "seeking a sponsor for the concert," and with 70,000 tickets to be distributed, a "retailer is a strong possibility." MLB expects "record crowds of more than 150,000 at the DHL-sponsored All-Star FanFest," as tickets for the FanFest are "selling 70[%] ahead of last year's pace amid substantial price increases that pushed admission this year to $30 for adults and $25 for kids." The league also is "assembling every living member of the Baseball [HOF] for a pregame nostalgia fest that would rival the 1999 celebration of the All-Century Team in Boston" (SPORTSBUSINESS JOURNAL, 5/5 issue).
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