"Bronx Bombers" Play Forms Partnerships With Yankees, MLB Allowing Logo Use
Producers of a new Off Broadway play about the Yankees titled "Bronx Bombers" said that they have formed partnerships with the team and MLB to "enable the production not only to outfit actors in authentic pinstripe uniforms, but also to use team and league logos in advertising -- a first," according to Andrew Adam Newman of the N.Y. TIMES. Much of the marketing for the show, including coasters at Manhattan sports bars, is "directed at those more accustomed to box scores than box offices." Commercials for the play "are airing on ESPN and the MLB Network," and radio ads featuring Yankees broadcaster John Sterling are "on sports talk stations" including WFAN-AM and ESPN Radio 98.7. Advertising for the production is by SpotCo in N.Y., part of Reach4entertainment Enterprises, with PR by Polk & Co. The producers "declined to reveal the projected cost for the ad campaign, which also will include typical Broadway promotions like direct mail to theatergoers, commercials on NY1 and ads on theater websites like Playbill.com." The play is "the third in a sports-themed series conceived by" producer Fran Kirmser, following "Lombardi" and "Magic/Bird." Show co-producer Tony Ponturo said, "The NFL, NBA, Major League Baseball and the Yankees all said you can use our marks and our uniforms and can tell the story of our history. That had never been done before in all three cases." Situation Interactive President Damian Bazadona, whose agency is handling online marketing for the play, said that social media was "an ideal venue for sports-related marketing." Bazadona said, "People clearly self-identify as sports fans, so I can do less of the traditional banner advertising and more of the micro-targeted stuff on social media" (N.Y. TIMES, 1/7).