MLB is "said to have finalized a deal with Visa USA to
come aboard as a sponsor, a long-term pact" estimated at
$50M, according to AD AGE. Visa will leverage the deal this
year with a promo tied to World Series tickets, in which it
will be able to use the line "and they don't take American
Express" in a BBDO, NY, ad campaign (AD AGE, 4/14).
EXERCISE YOUR RIGHT: Balloting for the '97 All-Star
Game will be sponsored by Pepsi, 7-Eleven, CompUSA and Foot
Locker and run from May 2-June 24. A record 65 million
ballots will be distributed, 26 million at MLB ballparks and
39 million through CompUSA, Pepsi (via 7-Eleven stores) and
Foot Locker, which will distribute ballots in Puerto Rico
and Canada for the first time. Ballots can also be cast on
the websites for MLB, Pepsi, CompUSA, Fox Sports, and ESPN
(MLB). BRANDWEEK's Terry Lefton notes that "to avoid an in-
stadium clash" between Pepsi's All-Star ballot sponsorship
and Coke's "predominance as a local MLB sponsor," CompUSA is
sponsoring the in-stadium portion of the balloting, and will
support with around $1.5M in "dedicated radio." Acting MLB
VP/Corporate Sponsorships Tom Worcester said total support
for the All-Star ballot campaign is around $5M, including
promo spots from Fox, which has a watch and win sweeps as
part of the retail distribution program. Sources said that
Yankee Bernie Williams "is likely" to do a TV spot promoting
balloting in his native Puerto Rico (BRANDWEEK, 4/14).
