Hands Held High: MLB To Again Sponsor Projekt Revolution Tour
By Eric Fisher, Staff Writer, SportsBusiness Journal
MLB Properties today announced a renewal of its partnership with rock band Linkin Park to sponsor the band’s Projekt Revolution tour and stage its MLB Road Show, its six-year old traveling music-marketing program, at each of the tour’s 23 stops. The Linkin Park-MLB alignment is also being expanded to include the distribution through retail partner Champs Sports of a wristband with a USB drive containing four unreleased digital tracks from Linkin Park and five others from Projekt Revolution tour artists. The wristbands will be handed out at Champs to fans who buy either $50 of MLB licensed product at the stores or obtain a free lanyard at Projekt Revolution tour stops. In addition, Champs will sponsor a Road Show sweepstakes in which the winner will go on-field at the clinching game of the '08 World Series to help distribute championship T-shirts and hats to players. All told, the MLB Road Show, highlighted by a 53-foot trailer set up with a variety of batting and pitching cages, MLB-themed video games and merchandise displays, will make stops at a number of music festivals as a promotional vehicle for MLBP’s Authentic Collection. Other stops, generally targeted at fans aged 16-25, beyond Projekt Revolution have included the Bonnaroo Music & Arts Festival and the South By Southwest Music Conference & Festival. “Given the economic environment we’re all now in, we were looking for ways to deliver additional value to everybody through this program, and this wristband is an excellent way to do it,” said Steve Armus, MLBP VP/Licensing. “It gives our fans something additional that’s real and tangible and relevant, and it drives traffic to our retail partner. Quite frankly, we were thinking about doing this with a CD, and it was Linkin Park themselves that came up with the idea of the wristband and doing this with MP3s. But they really get it, and they’ve helped us become part of the fabric of that tour.”
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