Sony Pictures To Promote Upcoming "Moneyball" Release During All-Star Game
THE RISE OF THE PHOENIX: The Phoenix market is not likely to be confused with some baseball hotbeds like N.Y., St. Louis and S.F., all of which have hosted the All-Star Game in recent years. Nonetheless, Koskovolis said he was happy with the level of sponsor activation, even tweaking some MLB corporate patrons for starting too late. "It isn't easy to get a Hall of Famer to show up for a sponsor function on less than a week's notice," he laughed, "but overall, we've been pleasantly surprised by the level of activation and if anything, the value of early planning on this has been demonstrated." Other than MasterCard, MLB sponsors advertising in the Fox All-Star Game telecast include Anheuser-Busch, Chevy, Firestone, Holiday Inn, Pepsi, State Farm and Taco Bell. Taco Bell, an MLB corporate patron, will have a lineup feature, while adidas and Paramount's upcoming release "Captain America: The First Avenger" will have round recap features.