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Sponsorships, Advertising & Marketing
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White Sox Plan To Release Obama-Themed Hat By Spring Training
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Proceeds From Obama Hats
Would Be Donated To Charities |
The White Sox are "aiming to release a President Barack Obama-themed version of their cap in time for the start of spring training," according to Eric Fisher of SPORTSBUSINESS JOURNAL. The team has developed "two prototype designs of its club hat with Obama marks on the side and back." The hats have been approved by MLB Properties, and the team is "awaiting a formal blessing from the Obama administration before league licensee New Era goes into production." Sales proceeds should the cap be created "would be donated to charities, likely ones that provide services near U.S. Cellular Field." Retail distribution would initially be tied to "official league and club channels, such as the team's stadium store and MLB.com's online shop," though it could be released wider amid strong demand. Fisher notes sales of "all White Sox hats have surged 25[%] since Obama's election in early November compared with the same period a year ago." The club also is "devising other marketing and merchandising opportunities" around Obama, and have an area within the team's official Web site devoted to him (SPORTSBUSINESSS JOURNAL, 1/26 issue). In Chicago, Kevin Allen notes the idea for the Obama-themed hat "came from feedback from Sox fans who called on the team to commemorate Obama's historic victory." Meanwhile, for the White Sox marketing department, "having a 'first fan' has been a dream come true." White Sox VP/Communications Scott Reifert: "It's been unbelievable. At this moment, (Obama) is the most popular man on the planet -- I think that's safe to say. And he chooses to wear a White Sox cap. That's pretty powerful stuff" (CHICAGO SUN-TIMES, 1/28).
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