Group Created with Sketch.
Volume 26 No. 5
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Tigers Debut Customized Mahindra As Part Of New Deal

The Roxor has a rotating turret to launch T-shirts and souvenirs into Comerica Park's upper deck
Photo: GETTY IMAGES

The Tigers have signed a two-year deal with Michigan-based Mahindra Automotive North America that will see the automaker's new Roxor utility vehicle at Comerica Park for "home-game promos" that include launching T-shirts into the stands, according to Kurt Nagl of CRAIN'S DETROIT BUSINESS. Financial terms of the deal were unavailable, though there is an "option to extend" the length of the pact. The vehicle debuted during last night's game against the Cubs and Mahindra VP/Marketing & Media Relations Rich Ansell said that it will be "driven around the stadium once ... every home game -- weather permitting -- while the stadium's ribbon boards display" branding for both Mahindra and Roxor. The Tigers have customized the Roxor with "signature orange-and-blue paint and claw designs." It has a "rotating turret installed to launch T-shirts and souvenirs all the way into the nosebleed seats" (CRAINSDETROIT.com, 8/22). The Manhindra agreement is the latest auto-related sponsorship for the Tigers, who already have a deal with Chevy (THE DAILY).