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Volume 24 No. 156

Marketing and Sponsorship

A's LF Yoenis Cespedes during the second round of last night's Chevrolet Home Run Derby "hit a Chevrolet truck showcased beyond the center-field wall, cracking its window," according to Susan Slusser of the S.F. CHRONICLE. Chevy was "oddly delighted to have Cespedes crush one of the models on display at the ballpark." Chevy VP/Marketing Chris Perry said, "It was exciting for us. That's the reason why we put it out there, to give him a target to aim for." Cespedes won the Derby with 32 home runs and also "won a Chevy Silverado truck for his troubles -- not the one with the cracked window" (S.F. CHRONICLE, 7/16). Several balls hit the truck on the bounce, but only Cespedes hit the Silverado on the fly. ESPN's Nomar Garciaparra said after Cespedes' homer, "I asked for one. I said, 'Can he get the window?' And he got the window." ESPN's Chris Berman said, "You have to love that. Like a rock, the Chevrolet truck. It's taken a beating out there" ("Chevrolet Home Run Derby," ESPN, 7/15).

HORSE POWER: In Michigan, Michael Wayland reported a new spot for the '14 Chevy Silverado titled "Her Horse" is scheduled to air tonight during Fox' broadcast of the MLB All-Star Game. The ad is the "first in a series of spots about the journeys men and women take with their Silverados." Additional spots will "join the rotation in August." This comes after a three-and-a-half minute ad for the Silverado aired last night during the Home Run Derby. The ad featured an "original song by Grammy-nominated recording artist Will Hoge." Chevrolet has been the Official Vehicle of MLB since '05 and is a "first-time sponsor of the Home Run Derby" (, 7/14). Arkansas-based Martin-Wilbourn marketing firm's Brent Gambill wrote, "Nice to have the #HRDerby in the middle of the Chevy commercial." NBC News' Luke Russert wrote, "A candidate should use this song playing in the Chevy truck commercial for the '16 race."

Dodgers RF Yasiel Puig has "signed with Radegen Sports Management to represent his off-the-field interests," according to Darren Rovell of Radegen Sports Founder & President Alex Radetsky said, "We're definitely going to capitalize on his rise. But we're not going to rush, and he's not going to sell out." Radetsky said that he "believes his work with Latino players" such as Red Sox DH David Ortiz, Blue Jays RF Jose Bautista, Yankees P Mariano Rivera, and former MLBers Pedro Martinez and Vladimir Guerrero "helped seal the deal with Puig, who already has the 10th-best selling jersey" in MLB. Rovell noted other than a Nike deal with "one more season on it, Puig has a clean slate." Radetsky said that he is "currently in discussions to secure a glove and bat deal" for Puig. He added that he "believes Puig could be used by U.S. companies hoping to reach the growing Hispanic population" (, 7/15).

In Portland, Allan Brettman reported the Trail Blazers have "signed two-year marketing contracts" with longtime sponsors Airefco, Spirit Mountain Casino and Standard TV & Appliance. The three companies "signed agreements to continue their relationships with the team" beginning with the upcoming NBA season. Financial terms were not disclosed. The '13-14 campaign will mark the 22nd season of sponsorship for Airefco, the 19th for Spirit Mountain Casino, and the 15th for Standard TV & Appliance (, 7/15).

: In Charlotte, Scott Fowler noted a Nike T-shirt that was available on the company's website proved to be "geographically challenged," as it included the NFL Panthers' logo, "but within the state of South Carolina." Nike since Friday "took down the shirt from the website." Fowler: "Someone working with or for Nike obviously isn't ... familiar with the geography of the Carolinas" (CHARLOTTE OBSERVER, 7/13).

ON THE MAT: VARIETY's Marc Graser reported Doritos will "serve as the presenting sponsor" of WWE's "SummerSlam" on Aug. 18. Financial terms of the deal were not disclosed. Doritos will use the event "to promote its Doritos Jacked line of chips on air and online." The company will "give away 'SummerSlam' viewing parties, hosted by WWE Legends Sgt. Slaughter and Ricky 'The Dragon' Steamboat, through a national promotion at Dollar General stores." The promotion "runs through July 21" (, 7/14).